Ahead of Dyson’s peak trading period, the product team wanted to ensure the basket experience was as optimised as possible for conversion. Our team was tasked in taking on a full research, design and development project to be delivered before peak.
Solution
MVP UI and content recommendations delivered before peak trading season, with incremental changes added in following sprints
Large increase in conversion from the basket page following initial A/B tests
Final UI design
What I would do differently
Learning from this project, I'd do a few things differently if given the opportunity to do it again:
Run some more testing on more granular iterations of the interactions, to understand whether users would benefit from auto-progressing to the next question once answering. At the start of the project there was going to be a mix of answer types: single select, multi-select and slider scale. Initially, we wanted to automatically progress the user to the next question once they had selected an answer, in order to help them progress more quickly. However, when answering a multi-select question they would need to actively confirm when they had selected all their options, therefore we decided to include a 'next' button on all question types for interaction consistency. We should have done more testing to see if this is actually what users expected.
I could have improved the developer handoff This was one of my
Collaborators
This was a cross-functional, team effort across design, product and development, with multiple iterations delivered in a short time window. Shout out to Becky, Georgina, Shakeel, Ryan, Will and many others for their efforts 👊
