In early 2020, after years of feature creep, qualitative and quantitative data made it clear - our lower funnel experience was too chaotic, creating too much distraction for users - and was difficult to iterate on as programs changed.
How can we refocus the product detail page, cart, and checkout experiences to serve the core customer needs, while also continuing to make our programs and services available to customers who want them? And how can we get this cleaner baseline without losing revenue or profit?
A complete redesign with a “one primary goal per page” philosophy, as well as a “one primary home in the funnel” for add-on and up-sell programs and services. This approach took form in how we worked with and collaborated with our stakeholder teams, as well as the design rules and guidelines.
This project required coordination, alignment, and partnership with a great number of teams who would be impacted by this redesign. Below is a list of the individual teams, with their own product and product design leads, whose needs needed to be considered.
After aligning internally on with my product team on core project goals, I organized a workshop with with internal and external stakeholder teams to set the stage, and start gathering the massive amount of considerations that would need to go into this project. This workshop was around 25 people from 6-8 teams.
I set the stage by playing a 10 minute highlight reel highlighting focus issues within the lower, to show, not tell, our stakeholders the problems within our core lower funnel experience.
Photo captures from workshop. NOTE: Image is intentionally too low a resolution to see the details, to protect confidential information.
Digital translation of mind map from the workshop. NOTE: Image is intentionally too low a resolution to see the details, to protect confidential information.