Retail UX program

The Retail UX program started in 2019 and is a Google-funded partnership with an agency (Deloitte) and client (J.Crew) to improve the shopping ecosystem with the goal of ensuring brands are competitive.

Below are brands I have worked with @Google and impact metrics.

Client
J.Crew
Year
2022

Role
UX Lead
Partners
: 5 Sales + 3PM + 3 Eng

Process Design

This project evolved over 5 years. I was able to identify roles and responsibilities of how agencies (Deloitte) and clients (J.Crew) could work with Google, with me driving the UX strategy to identify the highest UX opportunities to increase mobile conversion rates (north star).

Influencing a pivot

J.crew saw decreasing revenue and low mobile conversion and believed it was due to findability. The team believed that users can’t find items using search and navigation.

After running the explorative User Test with the Deloitte UXR, I identified problems with the add-to-cart, cart, and checkout - the lower shopping funnel. We had to rescope the problem.

I partnered with my XFN teams to get support by: Aligning with Deloitte on high-level output and clear qual/quant data narrative and presenting strategic direction to J.Crew design, product, and dev teams to focus on lower funnel instead.

Wireframes

Here were the initial wireframes I helped created at low-fidelity.

Here are higher fidelity wireframes I helped iterate after integrating insights from our user tests.

Implementation

Error States were UI visual solutions which guided users to the clear next task to select size. These were integrated into the design systems. Goals were to:

-Prompt the users to understand next steps to select a size

-Always enable CTA to ensure users can add items to bag

Impact

Here were the impact metrics from the 2022 wave of the Retail UX project.