EXPRESS – RESPONSIVE REDESIGN

2011 – 2012 // Creative Direction, UX Design, Interaction Design

“How might we best redefine our platform so that our users, regardless of their device, will better engage with, and ultimately purchase our products?”


Starting From Scratch

Even though we had only recently launched our highly successful standalone mobile site in 2010, our increased tablet and mobile usage, as well as industry trends told us that responsive design lay ahead of us. A fully responsive design would allow our team to maintain one codebase, designed once, with one set of flexible assets (Served from Scene7). 

The biggest challenge was this was in the midst of replatforming from Fry Commerce to Oracle ATG. Not only did we need to heuristically evaluate the need for changes and additions to our feature sets, we needed to work closely with the dev team as they rebuilt the basic functions and templates of our retail site from the ground up. 

Comprehensive SWOT Analysis

We created an inventory of every single existing page, task, and user flow. Challenges and opportunities that weren’t readily apparent surfaced through a comprehensive investigation of surveys and analytics. All of this research was necessary to help inform any insights derived from the facts and data.

  • Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since the 1500s.

  • Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since the 1500s.

Opportunities

We knew that we had several opportunities to help users convert. Our checkout pipeline was a primary focus from the beginning. 

Mobile First

I urged my team members not only to think “mobile first,” but “context first,” and to always consider the overall user experience as well. The end-to-end bloodflow of the shopping experience, even after the users left the site. This included understanding the OMS, and the potential for order status alerts by text. 

Every page and interaction was validated against our gold list of devices and viewports. 

Conversion 101

Our cart and checkout were due for an overhaul. We experimented with what was popular at the time, an accordion style flow that would also be mobile and tablet friendly. 

Setting the Trends

Our cart and checkout were due for an overhaul. We experimented with what was popular at the time, an accordion style flow that would also be mobile and tablet friendly. 

Prototyping

My team and I created several high fidelity prototypes (using html, css, and javascript – this was i the days before Invision or Framer)) to demonstrate to our stakeholders the possibilities within the framework we had selected.