Nikki DeSautelle, Product and Brand Designer
Our old homepage was not responsive and served two different sets of content on desktop and mobile. The mobile site had less content, minimal brand presence, and confusing navigation. The page was labor-intensive to update for all teams involved.
Design Lead: UX/UI and Visual DesignKey New Features
Prioritising product with fully responsive modules:
Higher priorty to basic, top level categories on mobile while still maintaining parity on desktop:
A flexible, mix and match module system:
A dev-independant CMS:
Improved customer understanding of our assortment and increased click through traffic on mobile. Drastically reduced weekly production time for photographers, copywriters, designers, and developers. Provided flexibility for content testing and featuring diverse content.
Our customers almost always have a specific person in mind they are shopping for, but not a specific gift idea. Our navigation is category focused and our product assortment is large and difficult to narrow down.Role
Design Lead: UX/UI, Visual Design, Animation, and Art Direction
Gift Finder results were powered on the back end by our regular site search, but allowed users to select multiple search terms to be blended into 1 results page.
On the results page, users scroll through their aggregated results, quickview for more information and to add to cart, or star to save for later. Starring also generated additional similar results that were appended to the result set.
We advertised Gift Finder on our website and social media.
Additional traffic was generated by trading links and social sharing of items found with the tool.
Our conversion and item discovery metrics surpassed site navigation and top performing category landing pages. We increased visibility deeper in our assortment, selling items outside of our usual best sellers that other marketing avenues rely more heavily on.
Item Page Admin
The backbone of our site, this page delivers item page content live to production, is the primary internal product reference tool, and is the main intersection of the product pipeline team. It was originally built in 2002 and was a monster of slapped together UI.Role
Design Lead: UX/UI and Visual Design
Major Pain Points
- nonsense heirarchy
- confusing update buttons and unreliable saving
- unused, broken fields
- unclear which fields fed to the website
- funtionality led by old database requirements
uses our brand style guide
- item summary at the top
- content organized by individual user tasks
- sectioned into distinct, collapsable save groups
- customer facing fields mimic item page layout on production
Our packaging lacked brand presence and was not cohesive over multiple different packaging systems serving a hugely variable inventory size. We were committed to our printed boxes being recyclable, use eco-friendly inks, be sustainably sourced cardboard with have minimal waste.
The design had to be printed on a large roll of cardboard that would be fed through a box-making machine in our warehouse. I pitched a dense all-over repeating pattern that could be cropped indescriminantly. Inspired by French toile, we wanted something charming and discoverable that showcased our values and our home town.
Working with leadership, we solidified brand messagings... and added some more logos.
Unified packaging across 4 warehouses and 3 different packing techniques.
Told brand, artist, and product stories. Drove millions of dollars in revenue.
Collaborated with Senior Photographer to create custom marketing collateral.