Browse Experience Debenhams

TABLET – Estimated 28Million uplift | Increase conversion | Improve experience and Interaction

Role

Lead the creative sprint tasks working alongside the Project Owner, provide UX input. Undertake testing, prototype, liaising with stakeholders and provide creative Q&A directions to the Development team to ensure the final project was to the highest standards

Background

– Previous to Tablify launch, 46% of Tablet customers getting to PSP used LHN/Filtering.
Post Tablify launch, this dropped to 29%.

– On average (both pre and post launch), the AOV of Tablet customers using LHN/Filtering on
PSP is 10% higher than those who don’t use the functionality.

– Based on this, we have calculated that this 17% of customers (% difference between pre and post Tablify launch)
would have spent between 2.0mn and 2.7mn in the period that Analytics analyzed if
they had engaged with the LHN/Filter.

– This equates to an annual Revenue increase of between £28mn and £38mn

– The difference between pre and post tablify is the loss of the LHN in tablify. This was replaced by a
filter button and therefore hiding the filters from the user on initial landing on the page.

Our Approach

We decided to implement a Google sprint plan approach.

We understand the problem and defined a short time space to create the solution.

Where did we start?

1 – Used “Browse” projects Discovery learnings

2 – Sketching Session

3 – Mocked up two final solutions to take into testing

Used “Browse” projects Discovery learnings

– Help customers know where to start filtering & how to continue refining effortlessly?
– Give the customer reassurance that their correct filters have been applied?
– Help customers to know what will happen next when they interact and understand the transition that goes alongside that.
– Ensure the customer has context & easy access to all relevant filters throughout their journey