Problem:
As a global platform for luxury fashion - Farfetch showcases vast amounts of stock from boutiques around the world. Customers loved the wide selection of items available to them, but were often overwhelmed with choice. Users often commented about the site being 'just full of product and not much else' and were not being very inspired or received any guidance or fashion authority in regards to trends or styling.
My role:
Senior Product Designer - user testing, workshops,
wire-framing, prototyping, A/B testing
wire-framing, prototyping, A/B testing
Core team: Product Manager, Engineering, Product Design Area Lead, Data Analyst, UX Researcher
Wider team: Marketing Production & Media Solutions, Editorial, Creative and Visual Merchandising
🧠Brain dump: User journey/flow showing the opportunities for surfacing content - this formed the framework for the recommended future journey map of the Farfetch return customer
Opportunity:
From data gathered from our homepage and editorial pages; We saw an increase in Add to Bag and Add to Wishlist coming from users that were engaging in editorial and curated content.
When users interact with curated content they are inspired to go on and purchase.
Hypothesis:
Based on our users’ engagement with curated content, we believe integrated content within the user's journey will elevate the experience and drive further engagement with our products - guiding discovery, as measured by increased conversion rate.
'Grey boxing' areas of content within the Product Listing Page
Research methods:
We used a combination of qualitative and quantitative research to glean insights into how our users consume and interact with the content. Qualitative methods such as remote using testing and competitor benchmarking.
These helped validate our hypothesis which we used to inform our designs for A/B testing.
Workshops:
• Ideation session with stakeholders
• Co-creation session with stakeholders and customers
• 3 day design sprint
• Ideation session with stakeholders
• Co-creation session with stakeholders and customers
• 3 day design sprint
I used Figma to collate all results from the co-creation workshop as it was easiest to share across teams
Lessons learned so far:
Our customers are loyal but are impatient. They are social media consumers and expert Googlers. If they can't find what they want in less than 10 seconds on site, they will go elsewhere to continue their search.
They also love to share with friends and seek out Influencers to see styling tips and outfit ideas.
They are open to editorial and inspirational content on Farfetch - only if it's personalised to their style and of interest to them.
Our stakeholders are eager to share curation and inspiration to our customers. They would love our customers to visit and revisit our site and app - this interaction would result in an increase in engagement and conversion rates.
For the A/B test, the content modules were integrated within our existing PLP grid.
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