P&G - Olay
Redesigning discovery and checkout for a high-traffic consumer commerce experience.
Using analytics, Lighthouse performance analysis, UX evaluation, and iterative design, I helped redesign key Olay.com discovery, product, and checkout journeys. The work balanced brand, performance, usability, and conversion and contributed to $3.6M in year-over-year revenue impact.
Improving the complete purchase journey
Product discovery, performance, usability, and checkout were connected parts of the same purchase journey. I combined analytics, UX evaluation, and iterative design to understand where the Olay experience was getting in the way, balancing brand and conversion.
The redesign treated discovery, product presentation, performance, and checkout as one connected customer journey.
Reducing checkout friction
Google Analytics and an expert UX review helped investigate checkout friction and cart abandonment. Iterative designs clarified the path to purchase, in partnership with the Product Owner, Business Analyst, and development team.
Before-and-after analysis helped identify unnecessary friction in the path to purchase and clarify the redesigned checkout experience.
Performance is part of the experience
Lighthouse analysis made performance a concrete part of the design conversation. The performance score improved from 26 to 74 as the team addressed the experience beyond its visual interface.
Lighthouse performance improved from 26 to 74 as performance became part of the product-design conversation.
Designing across devices
The redesigned visual and interaction system extended into mobile commerce without losing the Olay brand. I partnered with a visual designer and development team to carry the product and purchase experience across devices.
The visual and interaction system extended into mobile commerce without losing the strength of the Olay brand.
What changed
The work contributed to $3.6M in year-over-year revenue impact.
Additional mobile experiences extended the redesigned system beyond the core shopping flow.
