Adorne

Adorne's project concentrated on enhancing their online shopping platform. The aim was to improve user experience, leading to increased conversions and customer loyalty. The approach involved analysing customer interactions, identifying areas for improvement, and implementing targeted changes. These modifications aimed to simplify the purchase process and make it more efficient, directly addressing customer needs and preferences.

• Reduced friction with product selection: Enabled instant visibility of available sizes and streamlined the add-to-cart process.
• Reduction in product return rate: Introduced a size fit indicator, aiding customers in making more informed choices and reducing return rates.
• Optimised navigation tools: Upgraded and repositioned filters for improved usability and conversion.
• Improved information presentation: Refined the layout for essential information, making navigation easier and reducing unnecessary clicks.
• Increased upsell opportunities: Integrated options for additional purchases in a non-intrusive, customer-friendly manner.

A critical improvement for Adorne's online platform was streamlining the product selection process by identifying customers' challenges in quickly identifying available sizes and efficiently adding products to their cart. Enabling customers to view at a glance what sizes are in stock and simplifying the process of adding items to the cart, the shopping experience became more fluid and user-friendly. This approach reduced the time spent per transaction and significantly lowered the likelihood of customer frustration.

• Instant size availability: Displayed real-time size availability on collection and product pages to facilitate quick decision-making.
• Simplified add-to-cart: Refined the cart addition process, making it more intuitive and less time-consuming.
• User feedback incorporation: Integrated customer feedback to pinpoint and address specific pain points in product selection.
• Data-driven modifications: Employed data analysis to understand and improve the customer journey in product selection.

An analysis of customer data was conducted to address the prevalent issue of returns in online fashion retail. Examining patterns in returns and customer feedback revealed that size-related issues were a primary reason for returns. To combat this, a 'runs small' or 'runs large' size indicator was implemented. This feature offers a clear, data-driven solution to a common online shopping hurdle, helping customers make better-informed size choices, thereby significantly reducing return rates due to size issues.

• Data analysis: Delved into return data to understand the primary causes of size-related returns.
• Customer feedback analysis: Integrated customer feedback to refine the size indicator's accuracy.
• Precise size guidance: Developed indicators for each product, providing a reliable reference for size choices.
• Improved shopping confidence: Increased customer confidence in size selection, leading to fewer returns.

A slideout cart was added to refine the pre-checkout phase to drive conversions further. The progress bar indicating the nearness to the free shipping threshold encourages additional purchases. Additionally, the cart presents upsell products relevant to the chosen items, enhancing the potential for increased sales. These features streamline the shopping process, offering a more engaging and fluid path to purchase.

• Goal-gradient motivation: The progress bar in the slideout cart leverages the goal-gradient effect to motivate additional purchases.
• Improved upsell strategy: Strategically selected upsell products in the cart increase the likelihood of additional sales.
• Streamlined user journey: The features simplify the checkout process, reducing friction and increasing the likelihood of purchase completion.