Phase one of Brad’s Deals’ website redesign was restructuring our smallest component across the site: Deal Tiles.
These tiles live on every merchandising page of the site yet they were not highlighting our products key features, they displayed irrelevant information, and they made it difficult to see price which is what we wanted to highlight most prominently.
This was the very first UX legacy modernization project I championed. I single-handedly led both the leadership team and the dev team through countless design decisions, iterations, and research summaries to eventually reach a solution that made the business happy (more deal tiles + more product details shown = more profit per page) and enhanced the user experience tremendously.
Tons of research about best practices, other competitors’ sites, and how our CMS platform inputs data into these tiles went into this project. You can view that summarized research here:
Component Redesign Research and Suggestions
Ultimately, this was the evolution that occurred on the component level:
Our new deal tiles are much smaller in width, allowing there to be many more displayed on a page at once and therefore decreasing our users’ scrolling but increasing our go-clicks. The new tiles clearly show the price, allowing for users to scan the tiles much more efficiently and they include MSRPs and save percentages to quickly show users what a good deal they are getting. Our product headlines feature key product details and colorways without forcing users to click into another page. Through user research, we learned that our users do not value shipping information as much as we thought and decided to remove that.
