SaaS, E-commerce
Variatons is a project that clearly demonstrates what happens when two mental models collide at the expense of the user experience. By leveraging conceptual design and strategic progressive enhancement and disclosure, we managed to improve some of the incumbent model.
Problem Framing
A change in the architecture of parents products and their relationships with child variations to improve promotions and stranded stock, resulted in an uphill challenge for users and my design team.
Scope of Work
My scope included diagnosing User pain points mid-rollout, designing multiple touchpoints, bridging two coexisting mental models and improving findability within a restructured information architecture.
Strategy
Understanding with stakeholders and research team a new approach, balancing users needs and business objectives.
MVP of the solution (a model)
You can see now that the variations are nested inside the parent product. Keeping the table and list model, users can easily choose between adding pricing of variations instead of treating them as independent listings.
Outcomes
Adoption grew from 9% to 27% of eligible sellers, including Nike. Rollout stabilized enough to ship to new markets and categories. CX inquiries remained elevated, probably because two coexisting models continue to create friction, particularly for small and local sellers.