Solo Stove, part of Solo Brands, is a publicly traded premium ecommerce platform for outdoor retailers (NYSE: DTC). Improving the sitewide customer experience to increase the bottom-line was a top priority. We redesigned the core customer experience in a multi-tiered approach including product detail pages, cart slider, and cart page.
Role
Product Designer
Duration
4 weeks
Team
E-Commerce Leadership, Product Manager, In-House Engineers, Development Agency, CRO Manager
The data-driven redesign process focused on improving information hierarchy and highlighting key details of the product. These updates resulted in a seven figure increase in quarterly incremental revenue.
increase in revenue per user
increase in purchase per user
increase in add to cart rate
We tested a sticky add to cart button making it easier for customers to add items to their cart and change product variants as they scrolled down the page. Key metrics improved on both mobile and tablet and were then implemented sitewide. Mobile results are below.
increase in add to cart rate
increase in revenue per user
increase purchases per user
A cart slider was built to replace an existing modal to accommodate all-new product bundling options, a gift with purchase program, and product recommendations. Key order details and links to the cart and checkout pages were added as a sticky component to optimize the customer's path to purchase.
We rebuilt the entire cart page. New features including a gift with purchase program, express checkout, and product recommendations were added. Based on the success of our sticky add to cart, we also implemented a sticky checkout on mobile and tablet to create a streamlined path for customers towards purchase.
Design systems were new to Solo Stove at the outset of this project including a newly developed style guide and several core individual components (buttons, inputs, cards). Content structures, page layouts, and templates were then created to allow for greater efficiency in product development through reusable components.
Initially, QA proved to be time consuming and inefficient as there were few tools or clear processes involved. I optimized this through the implementation of: annotated screenshots and video recordings for internal and external partners, one-on-one calls with in-house engineers to align on outstanding issues and prioritization, development of a rating system to note severity of issues and a timeframe to fix them.