Vera Bradley PDP Redesign
PROJECT BACKGROUND
Vera Bradley’s website had undergone a re-platform and redesign in 2017 but the redesign caused new usability issues, particularly with the PDP.
THE PROBLEM
Customer feedback surveys, social media and Customer Service reps were regularly reporting issues with this new PDP. The most common usability issues surrounded product information (details, description, dimensions), pattern swatches, and product images / image gallery.
MOBILE SITE
Current Site Mobile Issues:
Speed and Performance
Architecture of page
Pattern Selection experience
Above “the fold” content
CTAs are hard to decipher between
Videos are often missed on the page
Disorganized content & excessive white space
New Design Mobile Feedback
Icons are easily recognizable for users
Changing “Other Collections” to “Other Fabrics” or “Other Materials” made it more clear what this info would be
Like the image captions and found it helpful in learning more about the product than from images alone
Add to Cart: Easily seen in the new design since it is placed above “the fold”
Participants liked the colors for the open tabs because it clearly indicates which tab is opened (as well as the +/-)
DESKTOP SITE
Current Site Desktop Issues
Description/Details/Care in tabbed navigation
CTAs are hard to decipher between / cluttered
Product Recommendation experience
Small pattern swatches are difficult to see
Biggest Desktop Design Changes
Above “the fold” content
Description/Details/Care/Fabrics
Comparing Products
Suggested Products Experience
Pattern selection with larger swatches and more information
New Desktop Feedback
Name, price, etc. section is cleaner
9/10 participants reported wanting/ liking the option to be notified when the out of stock item they want is available to purchase again
They liked that the swatches are larger
Participants like seeing “Out of Stock” right next to the pattern and at the top of the page by Price when making a selection
IMPACT
Reduction in calls to Customer Service, increase in CSAT scores (reported via ForeSee), and improved site performance and page speed.
Date of Project:
March - July 2018
Role: UX Researcher
Methods Used: Benchmarking & Best Practices research, Usability testing, Preference testing
Deliverable: Test results and recommendations document, Presentation for Leadership team