NetOnNet’s Outlet
Summary
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The process
After analyzing the data from the survey answers, it was clear that the product groups “Last chance” (Sista chansen), “To be discontinued” (Utgående) and “Bargain” (Fyndvaror) should be in the Outlet.
Although the resulting design wasn’t groundbreaking or new in any way, it took a lot of brainstorming and logical thinking to understand how we could implement the products in the navigation tree without creating illogical design patterns in the filters. I also had to read a lot of e-commerce guidelines to make it right.
Unfortunately, all of the design that I decided would give the customer a journey that would suffice, would not go through development, even if we had actually communicated quite well during the whole process. What’s seen on the website is, again, just a part of what I actually delivered.
The design problem
NetOnNet had various groups of product groups with a lowered price such as “last chance”, “bargain”, and even “second hand” spread over the whole navigation tree, but no place to gather them in the same place.
The client wanted this new place to be called “Outlet”, and as a designer I didn’t want to get us stuck into an already existing concept to early, but in the end we decided it was a justified term for it’s purpose.
The solution
1) A designated category page for the Outlet
2) A new set of filters that made it possible to show the Outlet-products in the main navigation tree as suggested by e-commerce guide lines
Methods/tools:
Use cases
Surverys
Benchmarking
Brainstorming
Guerilla testing
My role:
UX-designer with main responsibility of the project from start to finish.
But in the meantime I’ll give you a quick review of the project:
Other contributions
While the resulting design was important, I also gathered a large number of insights during the inventory process in the beginning. Some examples of these insights are:
Customer service gets a lot of calls regarding the questions about the product group “Bargain” (Fyndvara). Turns out “Fyndvaror” are actually returned items with potentially missing or broken package. My question: Would it be better to change the name of this product group, or to be more specific about the state of the product? Or both?
The structure of the site, or actually the logic behind it, makes it very difficult to present subcategories that recurs in each and every main category (such as Outlet, Sales, etc). A solution could be to use “filter categories”, ie. categories that are presented as filters. That made me suggest: In the future, let’s have a look at our way of handling filters, and look into filter categories.
