This is a password-protected case study due to the confidential nature of the work.
I conducted research and internal testing with employees (who were also Tea Collection customers) to understand what was causing so many issues with orders that included gift wrap. With improvements to the user flow and UI, customer complaints went down and increases in gift wrap went up dramatically.
Tea Collection’s gift wrap section of the online checkout flow
Team / My Role
UX/UI designer (me), product manager
Pinpoint the problem in the UX/UI and design a solution that encompassed the complexities around the various available gift wrap options.
Many customers were experiencing confusion around the gift wrap section of checkout—shoppers were reporting that they had chosen a gift wrap option but received their orders without including that gift option. In working through the user flow and probing into the customer reports we had received, we pinpointed the issue to UI design.
I created four different design versions of the gift wrap flow and conducted user tests with internal employees to clarify any points of confusion. Taking findings from this informal user research, I refined the design and worked with the developers to finalize a design and flow that improved UX and reduced customer complaints regarding missing gift wrap in their orders.
At the same time, the new design also incorporated gift wrap with more color options and a compelling visual story which increased conversion on gift wrap.
Tea Collection’s clothing for children featured various shades of similar colors and customers had a hard time understanding which tops matched to which bottoms. The customers had to call in for customer service in guiding their selection. Customer engagement on the site increased with the introduction of this easy-to-use mix-and-match feature shop.
Tea Collection’s Mix-and-Match Feature Shop provides foolproof outfit selection for the customer and a curated selection of the best options for the brand to shine.
Team / My Role
UX designer (me), product manager
Design an intuitive interface that allowed customers to browse a merchant-curated collection of outfits by color palette.
Many customers were asking Tea for outfit creation guidance, specifically around how the colors of tops and bottoms worked together. Tea wanted to use this opportunity as a means of showing a curated group of products that would seamlessly work together—no matter what top or bottom was selected by a shopper (and avoid any possibility of a mismatched outfit)—and facilitate a higher AOV by allowing shoppers to add multiple items to their cart with one click.
I created an experience that would present the grouping of these merchant-curated collections (via color palettes navigable by the shopper) in a format that gave the shopper a chance to browse up to 3 outfit options in one glance when viewed on a desktop/tablet platform. Once a shopper found their ideal outfit, they could then add the entire outfit to their cart with one click. To view specific product details, I integrated the “Quick View” functionality where individual items could be added to a cart.
Flexible and scalable, this experience has proven highly successful in multiple applications (ie, seasonal swim shops, girl/boy outfits) and has seen high engagement with shoppers.
I redesigned the checkout flow for the fourth re-platform project of Tea Collection’s site. With a rapidly growing customer base, a switch to a more robust platform was in the works and the checkout flow was to be the first flow to get redesigned from a responsive perspective.
Rethink the checkout process for optimal multi-channel user experience.
Team / My Role
UX designer (me), product manager
Design a checkout flow that could elegantly adapt to the various devices used by Tea Collection’s customer base, with a growing percentage coming through mobile.
Tea Collection was exploring the option of a new ecommerce platform which involved a responsive site design. Working within the available functionality of the new platform while incorporating the current look-and-feel of the site, I designed a checkout flow that incorporated the Foundation responsive framework across the breakpoints of mobile, tablet and desktop but used an adaptive mindset to design custom tweaks where I thought necessary.
I created high-fidelity wireframes to communicate the design to the development team, working cross-functionally on a weekly basis to discuss any issues/concerns until it was decided that this project would not move forward.
Each season (Spring/Summer, Fall/Winter), a new country is selected as a source of inspiration behind Tea Collection’s children’s clothing. For 2011, I concepted, art directed and designed campaign imagery around Spain (Spring/Summer) and Mexico (Fall/Winter) with collaborators Joshua Tetrault (co-art director) and Laurie Frankel (photographer).
Taking a cue from the collection’s Catalonia inspiration and Picasso’s history in Catalonia in particular, we focused the photo shoot concept for this catalog around the artist’s studio—inside and out.
We took to the boats, docks and beaches for Tea’s nautical take on the Catalan town of Cadaques, Spain.
We focused this catalog’s photo shoot around subtle (and not so subtle) references to the iconic figure of Frida Kahlo and the everyday textures and colors of modern Mexico.
BACK TO SCHOOL 2011
Elements of Mexican pop culture and vibrant markets in a desert setting highlight the collection’s Mexican inspiration.
From special boxes for luxe baby outfits to the design of a special CD collection of world lullabies for the littlest citizens of the world, I designed bespoke packaging to underscore the understated luxury and uniqueness of the Tea Collection brand.
KEEPSAKE LAYETTE GIFT BOX
Design. A square, fabric-covered clamshell box with an embossed Tea logo on the cover was designed as an understated luxe presentation for Tea’s heirloom-quality baby sweater knits. The interior was lined with Tea’s iconic pattern and a label was affixed to the bottom of the box to show contents but could later be easily removed to reuse the box to store baby’s keepsakes.
BABY KNITS GIFT BOX
Design. This box was designed to sit next to the Keepsake Gift Box and present a more affordable option for gift givers. A paper-covered clamshell box was given more appeal by printing a subtle linen texture on the paper which didn’t detract from the patterns on display through its cut-out window. The interior was lined with Tea’s iconic pattern and a label was affixed to the bottom of the box to show contents.
WORLD LULLABIES CD
Design. Working in collaboration with a music partner, Tea compiled a sweet collection of world lullabies to help soothe little ones to sleep. I designed the package around gorgeous baby photos and cozy sleep shots. The trifold cover enclosed a booklet and the CD itself.
Design, writing, illustration. Working with the concept of furoshiki, the traditional Japanese wrapping cloth used to present gifts or just to carry items to and fro, I designed a generous sized cloth with an iconic Tea pattern, a base board with illustrations showing how to reuse the furoshiki and a simple gift tag to work with Tea’s available resources.
The identity development for these various projects allowed me to flex my creativity across a range of disciplines—from logo design to writing and photography, I enjoyed the nuts-to-bolts process of creating a brand with the first mark.
Concept, design. EEME.co needed a logo fast. An educational tech start-up creating electronics kits for kids 7 year old and up, I designed a logo that referred to the retro-geek-chic factor of the early video gaming days (think Atari and Pacman). The blockiness of the logo also references the shapes of the kits themselves.
LOOPMAG.COM LOGO AND SITE
Concept, design. I wanted to start a blog for my extracurricular crafting interests but couldn’t find a design I liked with the functionality I wanted. So I delved into the world of WordPress templates to customize my own.
TANGLEDLOOPS.COM LOGO AND SITE
Design. I created a website to showcase high-end knitting kits featuring my own knitting designs and tools/materials for new-to-crafting shoppers/gifters.
Using WordPress, I customized a template and incorporated various plugins to create an end-to-end ecommerce site.
I’m leaping head first into the world of user experience/user interface and pulling together all the resources I can from friends and my own research. And I’m sharing that info here, both for my own record (one nice post to go back to refer to) as well as for others in similar scenarios.
Most of these resources are not yet personally vetted (either the class hasn’t started or I haven’t had the chance to actually take the class/read/try out whatever resource was recommended). As I make my way through the list, I’ll edit my post with updates.