Heist case study

Re-defining the Heist site ? - Objectives: • Create a new design system • Increase conversion on mobile devices • Simple shopping experience • Surface reviews and customer service • Slick and informative site

User testing - Key learnings: 1. User found shopping complicated 2. No cohesion between brand and shopping on the homepage 3. Shopping list pages confusing 4. Navigation is confusing 5. Customers interested in reviews not press

Objectives - Objectives from learnings: 1. We need to improve our conversion rate from the homepage to shopping 2. Brand and shopping feel disconnected 3. Product page needs to be consistent and load time quicker 4. Trust pilot reviews 5. Introduce cross sell and a wider shopping range

Mapping out a new site architecture - - This exercise helped to structure the site design into three key pillars E Commerce, Brand and Content. These pillars then dictated three key products to wireframe and prototype. The exercise also helped categorise shopping pages and find a place for reviews, help and customer service.

Wireframes of key pages, navigation and footer - • Create an immersive flow on the homepage. A better cohesion between brand, shopping and reviews. Three iterations were prototyped and tested • On the shopping list page, the same structure was used across the range of products • On the shopping pages, keep the same structure to be used across shopping pages. Two alternatives were prototyped and tested. • Creating a simple to use and fully responsive shopping components • Creating a mobile first navigation • Brand and content pages are a master template than can be used and built in the CMS • Organising information in the Navigation and footer based on the site architecture

A/B testing - Two product pages were A/B tested. Testing conversion, session times and loading

UI a closer look: Homepage

UI a closer look: Product page

Full site - www.heist-studios.com