I was the lead designer who worked on this project in Q1-Q2 2023. We already had a HomePass Shop page in use, but Plume wanted to improve the UX of the page. They asked to make the content simpler to navigate and read, which would result in shortening the page content as well. I reported to the creative director at Graveflex, as well as Graveflex Engineering, QA and Product Management teams and Plume’s Product Ops team.
Project Overview
Although we already had a HomePass Shop page implemented, updating the content so that it was easier to navigate and read could improve the UX, thereby improving conversion rates as well. These were my goals as the lead designer on the project, and I also needed to redesign something that would limit the amount of changes required in the code. This meant no major redesigning. I also had to design within our design system.
I was the sole designer on this project. I worked on this project throughout a few sprints.
Goals
My goal was to improve the UX of the HomePass Shop page, in turn improving conversion rates. It was also necessary to work within the already existing Plume design system (more on that here). And it was a requirement that no major design changes would take place. The overall layout and major points of content would stay the same.
Design Process
Competitive Research
In order to improve the UX of the Shop page, I thought it would help to do some competitive research. What do the top ecommerce brands have in common with their shop pages? By doing this research, I found out that they’re generally very simple. But what set the Plume HomePass shop apart was the fact that their product is a two-part subscription bundle. I looked to brands like Peloton and Oura Ring that have subscription models to see their UX and UI.
Redesign
Based on what I found through competitive research, I adjusted the design accordingly. I took out the rectangular container to move up the content. I also took out some of the imagery since the title conveyed all the user needed to know about the products in the subscription. I wanted to make it more apparent too that a user couldn’t make a SuperPod purchase without making a HomePass subscription purchase, so I adjusted the placement of these items a bit. The house illustration would still adjust based on the number of SuperPods the user selected.
Results
I accomplished all the goals set out for the project: design within the design system constraints, keep the major parts of the content the same and improve the general UX so that conversion rates increase. The changes proved to be fairly easy for our developers to implement, and Plume seemed pleased with the deliverables as well.
