TOKEN BAG E-COMMERCE WEBSITE REDESIGN
COMPANY
TOKEN BAG is a bag company based in NYC with a newer vision presented by the same innovative minds that brought you Manhattan Portage. Its name and logo originated from the iconic New York City subway tokens used throughout the twentieth-century.
MY ROLE
I led the design of redesigning product detail page, collection page. My responsibilities were experience strategy and design of the responsive layout: Desktop, Tablet and mobile, created and lead the UX / UI work. I worked alongside with my developer. After we brainstormed so here is our conclusions. The product detail page is the most important one for e-retailer. It is the place that whether your visitor is going to buy your product or not.
GOALS
Our main goal were to
- Increase conversion rate on the product detail page.
- Implement product detail and collection page layout which customer can see all of their significant information in one glance,
- Encourage customers to click through to the checkout.
The visual design conclusion
1) According to white space and large product image with high-quality can force the customer's eyes to focus on the product that they are buying. Therefore, we determined to set a white background against the product images because If customers can’t see what are they buying, they might pass and will end up not buying. We also added product feature from a variety angle, more importantly, the CTA button is now easy to see.
2) A Good lifestyle image is a way to promote your product. We had to include big and high-quality lifestyle images to inspire and serve as a visual aide to customer. So they physically can see size and design.
3) Most of the online customers are focusing on the image whenever they do online shopping. So we carried out the idea to create the product image and description separate. So now the layout is more efficiently display the information without interruption.
4) We created an easy to see customer ratings and reviews without distraction from other elements because if the content is easy to read and information display efficiently, it influences your customer to buy your product.
5) According to we want to increase revenue, we decided to enlarge the size of image in cross-sell section to get customer’s attention and add value to our sale.
