Challenge

User agent data revealed that the usage of mobile tablets—specifically Apple iPads—increased sharply during evening primetime hours, but purchases were inversely proportional. When the site had been developed, touch-based interaction had not been considered which was common for the day, so the buying process on iPads and other tablets was near impossible.

Solution

Prove to the client, through compelling high-fidelity prototypes, that the store could be tablet optimized (before responsive design became standard), maintain their brand’s high quality, provide the same product selection, leverage their existing CMS codebase, and increase sales. The detailed prototype illustrated all of the most-common user flows from product browsing to splitting shipping locations.

Take-aways / Results / Notes

  • The prototype achieved its goals of maintaining the brand’s high quality standard without sacrificing product selection.
  • Convinced the client’s e-commerce team that a tablet-friendly store was their future.
  • When the store was redesigned a year later, mobile/tablet sales increased more than 500%.
  • The prototype itself was used extensively in presentations to prospective clients as a capability example of the UX practice.
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