Marshalls G&D eCom
Responsibilities
Acting Product Owner
User Research
Empathy Maps
Mind Maps
Personas
Information Architecture
User Journeys
Wireframing
User Testing
User Interface (UI)
A/B Testing
UI Design System
After the initial launch success of the brochureware website, it soon became clear from our research and user testing, that we needed to become much more user-centric and deliver an eCommerce experience that people were demanding.
Further utilising the design system, we were quickly able to produce the basic flow (user journey mapping) that would enable users to be able to purchase products, quickly and with minimal fuss. Which is no easy task considering the complexity that comes with multiple sizes & colour configurations from Marshalls products.
A lot of time was spent with the project manager (I was acting Product Owner at this stage too) going through the UX process to update the persona’s, create user journeys, creating empathy maps and how the information architecture would be formulated.
From here, we then took a deep dive into ensuring our low-med fidelity prototypes would deliver what the users really wanted and expected.
The result was a product that not only engaged the user but proactively enhanced their experience and lead to purchases via the eCommerce store.
Launched during the national lockdown in April 2020.
Figures that amount to success can be discussed only in an offline situation in the strictest of confidence.
