My Role
As part of the design team at Westwing, I contributed to extensive user research campaigns, user interface implementations, and A/B testing to identify and implement the best solutions for improving shop navigation.
What was the Problem?
We saw an opportunity to increase GMV (Gross Merchandise Value). Some product categories had a lot of offerings, while others had fewer. The categories with more products generated more revenue, while those with fewer products earned less, even though both had the same visibility. This meant we weren’t fully maximizing our catalog’s potential.
Here are some complementary data
We analyzed user behavior across different countries to see what they clicked on the most. Using this information, we worked on guiding users toward product categories with more offerings, which would help increase both revenue and GMV.
Competitive Analysis
To better understand how similar products address this issue and to improve our navigation system, we conducted a competitive analysis.
FIndings so far...
- The search bar was one of the most clicked elements, and most benchmarks showed a full search bar on the homepage, not just an icon.
- In competitive products, categories were shown with pictures instead of icons, which led to higher engagement.
- Promotional bars and pills are effective for promoting new ventures in the store and driving clicks to those pages.
Potential Solutions
The typical approach involves brainstorming and developing multiple solutions that can be A/B tested to find the most effective option. Below are a few designs I created that were tested and didn't perform well.
Final Design
After testing and learning from customer behavior and feedback, we refined the design and developed a final version. This successfully increased traffic to more dense categories and promoted business initiatives.
Final Design
- More focus on high-performing categories
- Increased attention on growth products - westwing studio, shop the look and neuigheiten
- much cleaner look and feel
This solution was gradually rolled out across web, iOS, and Android platforms. I adapted and scaled the designs for each platform to ensure a consistent and optimized user experience everywhere.