Pow redesign

POW GETS A FACELIFTDesign Review: December 16, 2014

FOR YOUR CONSIDERATION:

1Context

2POW Usage Statistics

3Goals

4Anticipated Use Cases

5Projected Timeline

6Opportunities

7Next Steps

1Context

ASK

Redesign POW to match the look and feel of the iOS app.

WHY?

Our current POW experience is about two years old...and it shows.

2POW Statistics

POW STATISTICS

• POW visits are increasing across segments, but revenue growth isn’t keeping pace.

• 94% of POW visits come from email. 1/3 of POW visits happen within an hour of emails being sent.

• Conversion on POW is the lowest of any platform, but Green Ladies convert on POW at nearly the same rate as the app. (not counting 0s visits)

POW STATISTICS

• Around 1/2 of all POW visits are 0 second visits. 25% of green ladies with 0 second visits come back to POW for a real visit the same day.

• 15% of 0 second POW visitors will come to OKL on a different platform on the same day. (about 40% for Green Ladies)

• POW has the highest percent of visits with only 1 real action; POW visits are shorter on average than visits from other platforms.

POW THANKSGIVING 2014 STATISTICS

• Compared to 2013: Demand sales increased 16.6% ($50K). Visitors increased 17.4% (44K). Visits increased 17.2% (54K).

• Great case for redesigning POW because traffic and sales increased, though conversion and AOV did not. POW has great potential for growth.

3Goals

GOAL 1

Provide a more consistent experience across all OKL shopping channels.

GOAL 2

Create a POW experience that is lightweight, scalable, and beautiful.

GOAL 3

New POW designs will increase both engagement and conversion.

GOAL 4

Establish baselines to test new use cases that are specific to POW.

4Anticipated Use Cases

1

She clicks an image in an email and drops onto that EDP.

2

She adds items to her Favorites page and buys them on Desktop.

3

She gets directed to POW from SEO and SEM.

HOW DOES SHE USE POW?

5One Kings Lane

Artisinal Art on Art with...

VINTAGE

$24,990 $46,755Artisinal Art on Art with...

VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

ON HOLD

Ode to Wanderlust Sort

EDP ADDED VALUE

• Cleaner design lets products breathe• Sort button simplified• Assortment page template• Constant header

5One Kings Lane


VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

ON HOLD

Ode to Wanderlust Sort

1


2

She adds items to her Favorites and buys them on Desktop.

3

She gets directed to POW from SEO and SEM.


5One Kings Lane


VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

ON HOLD

Showing 2,908 favorites Sort

FAVORITES ADDED VALUE

• First appearance of Favorites• New feature to keep her engaged• Easy way to shop without buying• Nimble, cross-platform logic• Capturing new email addresses

5One Kings Lane


VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

ON HOLD

Showing 2,908 favorites Sort

FAVORITES ADDED VALUE

• First appearance of Favorites• New feature to keep her engaged• Easy way to shop without buying• Nimble, cross-platform logic• Capturing new email addresses

One Kings Lane

You don’t have any favorites.Not to worry; take a look around and

find something to swoon over.

MODAL LOGIC

• Providing her information in steps• Template for all reg walls• Using parameters in the futureLog in or join One Kings Lane

Access your Favorites from anywhere.

Continue

By clicking “Continue” you accept our Terms of Use and Privacy Policy.

Log in with Facebook

or

Enter your email address

MODAL LOGIC

• Providing her information in steps• Template for all reg walls• Using parameters in the future

Password

Log in to...

Welcome back!Enter your password and you’re all set.

MODAL LOGIC


Log in to...

Password

Oops, wrong password!Try again or reset your password.

MODAL LOGIC


Sign up to...

One more detail...Create a password and you’re all set.

Password (6–16 characters)

MODAL LOGIC


Sign up to...

Password

Oops, invalid password!Your password should be 6–16 characters long.

CHANGING MODAL LOGIC

• Testing new version of sign up/log in where path is determined by user entering her email address

• If test goes well on POW, may be considered for desktop and iOS app.

State 1:Login or Join

‧ triggered from favorites‧ triggered from cart/checkout

‧ “neutral messaging” triggered by marketing

emailexists

newemail facebook

State 2A:Enter

Password

‧ login messageconditional to path

State 2B:Create

Password

‧ sign up messageconditional to path

facebook modal

in

in in

password valid?

password valid?

Y N Y N

State 3A:error state

‧ prompt user to reset password

State 3B:error state

‧ prompt user withpassword specs

1


2


3

She gets directed to a PDP in POW from SEO and SEM.


One Kings Lane

Add to CartMegha Pillow, AquaDrops to a Second $2,595 $4,990

Size: 22" x 19" Quantity: 1

2Left

MORE INFORMATION

PDP ADDED VALUE

• Information already available• Product image more prominent• Add to Cart button doesn’t compete• Sharing is easier• Inclusion of similar products• Potential for more interactivity in future

One Kings Lane



2Left

MORE INFORMATION

PDP ADDED VALUE




MORE INFORMATION

MADE OF

Frame, kiln-dried hardwood; upholstery, Sunbrella acrylic

SIZE

27”W x 30”D x 37”H

SEAT HEIGHT

15.5”

COLOR

Frame, driftwood gray;uphostery, ivory/taupe

CARE

Spot-clean.

PLEASE NOTE

Because this item is made to order, its estimateddelivery date includes a longer lead time.

This French bergnam turpis leo, lobortis vitae lorem eget, fermentum condimntum lectus. Vestibulum sed neque tincidunt, posuere diam a, mattis augue. Sed porttitor nunc nulla. Donec faucibus sagittis turpis, eget sodales

YOU MAY ALSO LIKE

CARE

Spot-clean.

PLEASE NOTE


SHIPPING AND RETURNS

ABOUT THE SELLER

PDP ADDED VALUE


4

She searches for products and finds inspiration for purchases.

1


2


3

She gets directed to a PDP in POW from SEO and SEM.


FURNITURE

Chairs & Stools

Tables and Desks

Lighting

Chairs & Stools

Tables and Desks

Lighting

112

23

17

112

23

17

Search by item or category Cancel

space

Q

A S D F G H J K L

Z X C V B N M

search

W E R T Y U I O P

123

SEARCH ADDED VALUE

• Browse or search• No more drawer where search lives• Search is already built; small dev effort• SERP leverages assortment template• Simplified navigation in header

FURNITURE

Chairs & Stools

Tables and Desks

Lighting

Chairs & Stools

Tables and Desks

Lighting

112

23

17

112

23

17

Seahorse Brooches Cancel

space

Q

A S D F G H J K L

Z X C V B N M

search

W E R T Y U I O P

123

Cancelasfjowjef

We didn’t find matches for“asfjowjef”.

Come back tomorrow—we add hundreds

of new products every day.

SEARCH ADDED VALUE



VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

1 LEFT

CancelSofa

Showing 1,804 results Sort

SEARCH ADDED VALUE



VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

1 LEFT

CancelSoaf

Did you mean “sofa”?Showing 1,804 results

Sort

SEARCH ADDED VALUE



VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

1 LEFT

Cancelyerlow wooden brich stool

Did you mean “yellow wooden birch stool”?Showing 17 results

Sort

SEARCH ADDED VALUE


Artisinal Art on Art with...$24,990 $46,755

Artisinal Art on Art with...$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

SOLD OUT

CancelSofas SEARCH ADDED VALUE


5Release Timeline

POW REDESIGNS BY RELEASE

JANUARY 7, 2015: RELEASE 108

1. Favorites2. New assortment page


1. Header2. Search


1. Modals/Logic2. PDP

3. Homepage

6Opportunities

6APDP TESTS

One Kings Lane



2Left

MORE INFORMATION

PDP TESTS TO CONSIDER

• Sticky header• Sticky product title bar• Swiping through an event’s PDPs• Product information always open• Similar products• Modal PDP for PLA



MORE INFORMATION

MADE OF

Frame, kiln-dried hardwood; upholstery, Sunbrella acrylic

SIZE

27”W x 30”D x 37”H

SEAT HEIGHT

15.5”

COLOR

Frame, driftwood gray;uphostery, ivory/taupe

CARE

Spot-clean.

PLEASE NOTE


This French bergnam turpis leo, lobortis vitae lorem eget, fermentum condimntum lectus. Vestibulum sed neque tincidunt, posuere diam a, mattis augue. Sed porttitor nunc nulla. Donec faucibus sagittis turpis, eget sodales



YOU MAY ALSO LIKE

CARE

Spot-clean.

PLEASE NOTE


SHIPPING AND RETURNS

ABOUT THE SELLER



6BASSORTMENT PAGE TESTS

ASSORTMENT PAGE TESTS TO CONSIDER

• More editorial feel above the fold• Varied product tile grid• User-defined product tile grid• Swiping through various EDPs• Persistent sort button• Sort/filter modal vs. native controls• Related events at bottom of EDP

5One Kings Lane


VINTAGE


VINTAGE

$24,990 $46,755

Ode to Wanderlust SORT

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque tempus nibh id pharetra cursus. Fusce posuere convallis est. Maece-nas a turpis dolor. Phasellus mattis tellus a mauris lobortis volutpat. Sed placerat nibh dui, ac fringilla magna condimentum et. Nam sit amet sem turpis. Praesent non accumsan massa, vel tincidunt augue. Sus-pendisse sed leo sed nisl gravida tempus quis id enim. Suspendisse non semper sem.

5One Kings Lane


VINTAGE


VINTAGE

$24,990 $46,755


VINTAGE


VINTAGE

$24,990 $46,755

ON HOLD

5One Kings Lane ASSORTMENT PAGE TESTS TO CONSIDER

• More editorial feel above the fold• Varied product tile grid• User-defined product tile grid• Swiping through various EDPs• Persistent sort button• Sort/filter modal vs. native controls


VINTAGE


VINTAGE

$24,990 $46,755

5One Kings Lane


VINTAGE

$24,990 $46,755

ASSORTMENT PAGE TESTS TO CONSIDER

• More editorial feel above the fold• Varied product tile grid• User-defined product tile grid• Swiping through various EDPs• Persistent sort button• Sort/filter modal vs. native controls

6CHOMEPAGE TESTS

ASP TESTS TO CONSIDER

• Completely remove margins• Login upon arrival

5One Kings Lane

THE MODERN HOME

Contemporary Furniture & Decor

6DSEARCH TESTS

SEARCH TESTS

• HTML 5 local storage, saved searchesFURNITURE

Chairs & Stools

Tables and Desks

Lighting

Chairs & Stools

Tables and Desks

Lighting

112

23

17

112

23

17

Seahorse Brooches Cancel

space

Q

A S D F G H J K L

Z X C V B N M

search

W E R T Y U I O P

123

6EMODAL TESTS

MODAL TESTS

• Allowing SEM to track traffic from PLAs• Optional reg wall for entering POW• Changes in messaging/CTAs

Password

Log in to...

Welcome back!Enter your password and you’re all set.

7Next Steps

WHAT’S LEFT IN THE OVERHAUL?

1

Footer Cleanup/Redesign

2

Implementation of Responsive Cart and Checkout

3

Other issues as deemed necessary

POW GETS A FACELIFTDesign Review: December 16, 2014

Pow redesign

Design

Transcript of Pow redesign