Micro-Collection Component
Objective
Create an experience that presents users with an abundance of tightly-edited, well-curated collections, to drive discovery, engagement, and conversion.
Platforms
Web
Launch
January 2020
Contributors
Overview
Hypothesizing that users from organic search and paid channels know exactly what they want by the time they arrive to Tradesy, users that come from promotional emails come to be inspired and discover. They also want to see the best stuff at the best price from their favorite designers. To support this user and persona, we aim to shift our curation strategy to drive discovery of new products and present a POV.
We started by promoting micro-collections (tightly curated collections) within our promotional emails and saw positive results: +8% CTR on emails where we presented multiple micro-collections vs. one parent collection.
Goals
Seeing this lift in CTR, we wanted to create a seamless experience once our users land on Tradesy. Our main goal is to increase buyer engagement and conversion by creating a component that presents users an abundance of tightly-edited, well-curated collections.
Process
Because we started testing the micro-collections with our email users first, we thought we could focus this experience with continuity and visual cohesion when they land on Tradesy. Once our users clicked through the email, we needed to make sure that where they landed felt and looked familiar to their intended purpose. I’ve designed multiple iterations of different types of landing pages.
Explorations
Pivoting Point
After multiple rounds of feedback and discussions, we felt that the iterations were lacking the essential reason for micro-collections. We wanted to show our users that we have a vast array of inventory across the site. How we’re grouping these collections gives Tradesy the ultimate position on fashion authority. With this in mind, we wanted to change this module to a component that can live on all category level pages and cater to users coming from different sources.
Here are a few iterations of this new component.
The Outcome
The final micro-collection component was successfully designed to address two user journeys while exemplifying Tradesy’s numerous inventory of collections. We shipped this feature in January 2020 through a/b testing. This test surfaced the component on category pages that had micro-collections. We saw an inital 3.38% lift in conversion on these pages.
Having proven statistically significant, we designed another iteration to have this component live across all category pages. Within 2 months after the launch of this new iteration, we saw a 5% lift in conversion and ultimately pushed this version to control. Here are the latest designs for this component.
