Allen Edmonds Shopping Cart & Product Listing Page

Objective:

Allen Edmonds needed someone to update the user experience on the shopping cart and product listing pages. The goal was to increase the conversion rate and decrease exit rate on these pages, especially on mobile devices.

Process:

I collaborated with 2 people to complete the designs for the shopping cart and product listing pages.

• I directed the website analyst to identify pain points on the current pages.
• I browsed product listing pages and added items to the carts of other ecommerce sites to find design inspiration.
• I watched Demandware/Salesforce webinars about data they have collected from all of the ecommerce retailers on their platform and learned what designs standards produce the highest conversion rates.
• I created an aesthetic that adhered to new brand guidelines.
• I created and refined UX and UI designs for both mobile and desktop devices and presented them to the director of ecommerce for feedback.

Deliverables:

• UI Design
• UX Design
• Wireframes
• Responsive Design for all Devices
• Photo Editing with Photoshop
• Competitor Research

Outcome

I was able to create an intuitive experience for Allen Edmonds’ ecommerce shopping cart and product listing pages that adheres to new brand guidelines and follows UX practices that have been successful for many other retailers.