Black Friday & Holiday Gift Guide
Overview / Challenge
In 2019, I was hired three months before Black Friday & the launch of the Holiday Gift Guide as the first and sole member of the UX/Product Design team. I shared an office and worked directly with the Vice President of eCommerce where I researched, tested, designed, and QAed the entire Path -Path-to-Purchase flow.
Previously, in 2018, Purple Mattress's online sales were roughly $3.3 million on Black Friday and $750k on Cyber Monday. The new, enterprising CEO challenged us to create a unique online experience to earn the company $5.1 million on Black Friday and $1.2 million on Cyber Monday. Initially, we thought these goals were too ambitious, but in the end, our new purchase flows gained the company an estimated $8 million EACH day.
I attribute the success of the online campaign to two key components we introduced to our site:
An Accessory Bundle Builder on all mattress display pages
An Average Order Value (AOV) sections we scattered through out the site
Black Friday
Methods: Competitive analysis, stakeholder interviews, low-fidelity wireframes, usability testing
Formative Research
In an endeavor to create impactful design solutions, I undertook a comprehensive exploration of design patterns employed by competitors and online retailers over recent Black Fridays. Utilizing Archive.org, I unearthed valuable insights into trends and strategies that guided my approach.
Building upon this research, I conducted a SWOT analysis that provided a strategic foundation for the subsequent design phase. The output of this analysis led to the creation of low fidelity wireframes, setting the stage for the evolution of user-centered experiences.
Early Concept Designs and Testing
Collaboration played a pivotal role in refining these wireframes. Through iterative design sessions with key stakeholders including the VP of eCommerce, Chief Design Officer, and CEO, the initial low fidelity wireframes were meticulously shaped. This collaborative approach ensured alignment with business goals while delivering a seamless and engaging user journey.
Over the course of an intense three-week timeframe, I crafting 21 dynamic interactive prototypes that simulated the path to checkout—encompassing the Product page, Cart page, and Checkout page. This extensive array of prototypes underwent Completion Usability Testing, exposing their strengths and uncovering avenues for refinement. Additionally, A/B testing provided invaluable insights, allowing for quantitative decision-making that ultimately culminated in the completion of the final design. This process showcased the power of rapid prototyping in sculpting a user-centric experience that seamlessly guides users from product exploration to the culminating checkout, weaving usability and data-driven precision together.
Add Bundle in Cart
AOV Add-ons
Change Pillow Modal
Add a Bundle (Unchecked)
Add a Bundle (Checked)
Cart AOV
Add Bundle in Cart
Accessory Bundle Builder
We found that bundling complementary products like pillows, sheets, and mattress protectors directly on a mattress product page served as a strategic design move that profoundly impacted the user experience and conversion rates. By presenting these accessories in a cohesive bundle, the customers were effortlessly guided towards a more comprehensive solution that addressed their holistic needs. This not only streamlined the decision-making process but also amplified the perception of added value. As a result, the convenience of finding everything they required in one place significantly enhanced the sale’s conversion and encouraged users to invest in a complete sleep experience rather than individual components, ultimately fostering a seamless and satisfying shopping journey.
Average Order Value (AOV)
The integration of the Average Order Value feature, strategically woven throughout the entire customer journey during Purple Mattresses' Black Friday Sale, stood as a testament to the power of informed design. By seamlessly incorporating this feature on the homepage, product pages, and shopping cart, users were presented with a dynamic incentive to explore accessory upgrades and complimentary additions, elevating their shopping experience. This unobtrusive yet persuasive element not only encouraged users to consider enhancements that aligned with their preferences but also maximized their overall value. This approach not only boosted revenue potential but also cultivated a sense of personalized engagement, underscoring the pivotal role design played in nurturing a seamless and rewarding path to purchase.
Holiday Gift Guide
Below, you can find select mobile and desktop screens from the Holiday Gift Guide Campaign. Each design encapsulates the essence of a seamless and joyful shopping journey, capturing the spirit of the season. To delve deeper into the creative process and design details, click the link below to access the raw Figma file.
