Provide users with a better experience to find products on sale ...

Working with the product manager, visual designer, business decision makers and developers, I served as UX architect for this project, responsible for how the final interface would behave, balancing the users goal’s with the business requirements and technical restraints.

The initial requirements were very high level with little priority.  I initially took the high-level requirements and conducted competitive research for a wide-variety of deals sites as well as competitors, read past business analysis articles on Black Friday winners and losers and audited our current site to see the various methods we were currently using and what was successful and what was not. Using this information, I then conducted virtual white-board sessions with the team to help generate additional ideas, refine the requirements we have in to detailed requirements and create initial sketches based on these discussions. 

The team focused on simplifying our current product tile and making a clean, easy to use page that could be enhanced in the future rather than trying to do all of the various ideas at once.

Results

• The project launched in time for the Columbus Day sales and was so successful and converted more than our normal home page that it stayed throughout the entire holiday season until January 2016.
• The new "deals" module that allowed merchants to merchandise our products on the home page and other pages became the foundation for our new category page redesign and seasonal centers throughout the site.
• The new simplified product tile we designed was extended throughout the site to every page on the site and used as the foundation for the redesign of the Staples Business Advantage tile.
• Staples was featured, referencing this design in the article "What Big E-­‐commerce Retailers Can Teach Us About Improving Conversion Rates" by Forbes on January 7, 2016.