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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
ON HOLD
Ode to Wanderlust Sort
1
She clicks an image in an email and drops onto that EDP.
2
She adds items to her Favorites 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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
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
• Providing her information in steps• Template for all reg walls• Using parameters in the future
Log in to...
Password
Oops, wrong password!Try again or reset your password.
MODAL LOGIC
• Providing her information in steps• Template for all reg walls• Using parameters in the future
Sign up to...
One more detail...Create a password and you’re all set.
Password (6–16 characters)
MODAL LOGIC
• Providing her information in steps• Template for all reg walls• Using parameters in the future
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
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 a PDP in POW from SEO and SEM.
HOW DOES SHE USE POW?
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
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
Add to CartMegha Pillow, AquaDrops to a Second $2,595 $4,990
Size: 22" x 19" Quantity: 1
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
Because this item is made to order, its estimateddelivery date includes a longer lead time.
SHIPPING AND RETURNS
ABOUT THE SELLER
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
4
She searches for products and finds inspiration for purchases.
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 a PDP in POW from SEO and SEM.
HOW DOES SHE USE POW?
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
• Browse or search• No more drawer where search lives• Search is already built; small dev effort• SERP leverages assortment template• Simplified navigation in header
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
1 LEFT
CancelSofa
Showing 1,804 results Sort
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
1 LEFT
CancelSoaf
Did you mean “sofa”?Showing 1,804 results
Sort
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
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
• Browse or search• No more drawer where search lives• Search is already built; small dev effort• SERP leverages assortment template• Simplified navigation in header
Artisinal Art on Art with...$24,990 $46,755
Artisinal Art on Art with...$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
SOLD OUT
CancelSofas 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
5Release Timeline
POW REDESIGNS BY RELEASE
JANUARY 7, 2015: RELEASE 108
1. Favorites2. New assortment page
JANUARY 14, 2015: RELEASE 109
1. Header2. Search
JANUARY 21, 2015: RELEASE 110
1. Modals/Logic2. PDP
3. Homepage
POW REDESIGNS BY RELEASE
JANUARY 7, 2015: RELEASE 108
1. Favorites2. New assortment page
JANUARY 14, 2015: RELEASE 109
1. Header2. Search
JANUARY 21, 2015: RELEASE 110
1. Modals/Logic2. PDP
3. Homepage
POW REDESIGNS BY RELEASE
JANUARY 7, 2015: RELEASE 108
1. Favorites2. New assortment page
JANUARY 14, 2015: RELEASE 109
1. Header2. Search
JANUARY 21, 2015: RELEASE 110
1. Modals/Logic2. PDP
3. Homepage
6Opportunities
6APDP TESTS
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 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
Add to CartMegha Pillow, AquaDrops to a Second $2,595 $4,990
Size: 22" x 19" Quantity: 1
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
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
YOU MAY ALSO LIKE
CARE
Spot-clean.
PLEASE NOTE
Because this item is made to order, its estimateddelivery date includes a longer lead time.
SHIPPING AND RETURNS
ABOUT THE SELLER
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
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
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
Artisinal Art on Art with...
VINTAGE
$24,990 $46,755Artisinal Art on Art with...
VINTAGE
$24,990 $46,755
5One Kings Lane
Artisinal Art on Art with...
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