Everlane e-commerce platform has existed for seven years. As the number of products grew finding the product you’re looking for has become challenging. Our team set out to fix this.
UX / UI
Defining a problem
I got an opportunity to lead this project end to end. First step was to understand why we were doing it.
Understanding the current state of the world
Before exploring what could be I started by looking at what is there right now. To do so, I analyzed how sizing differes across product categories and the current structure of the navigation. These insights informed future decisions around feature logic and usability.
Understanding current user behavior
In order to understand how we should approach this feature we first needed to understand how people currently search for products and what their mental patterns are. We decided to focus on people who have clear search parameters with the assumption that this type of users are more likely to interact the filters versus users who are simply browsing. This determined the way we designed user testing tasks and questions.
Exploring the possibilities
The next steps was to leverage all the research insights to start generating possible solutions. Considering the myriad of different usability patterns for filtering, focusing on what we are optimizing helped avoid falling into the trap of endless exploration and drove the ultimate direction.
Choosing a path
11.6% conversion rate and 8.6% engagement rate.