Shop is a digital shopping app that makes it easy for customers to speed through checkout, track their order and shipment details, and rediscover brands they love.

During this past summer, I had the opportunity to work on the Shopify Shop Buyer team! Throughout this incredible experience and I was able to lead the On Sale module project. Some of these features are not yet released but here is a sneak peak of what I've worked on!

The Shop app Home Feed is visited by 85% of users, but only 8.9% of active users hitting the Home tab hit a Product Detail Page (PDP) in the same day. My team was tasked with the responsibility of defining how we can transform the Home Feed into a surface with fresh content to improve buyer conversion.

Market Analysis

To begin, I conducted initial market analysis to explore how competing applications have introduced unique shopping modules for e-commerce. This allowed our team to understand our competitors’ strengths and weaknesses while also identifying the gaps that currently exist in e-commerce experiences.

User Research

In addition, I conducted user research to gain qualitative insights on how buyers engage with e-commerce apps. I collaborated with the head UX research and product managers to create a user research brief that summarized the purpose of the study, its goals and a discussion guide. Next, I summarized main findings and presented the themes to the larger theme.

From our research we learned that 94% of online shoppers search for an offer or a deal in their journey, and Shop’s highly engaged active users have a common appetite towards products on sale. Since Shop has a competitive advantage of being an aggregator and knowing the latest information, it was clear that an On Sale module would perform well on Shop.

Module UI Design

Now that our team had determined the scope and direction of the sales and deals module, it was time to begin the user interface design. I explored both ends of our design spectrum, including both native and editorial stylistic choices. 

Next, I paired with senior designers, presented my work to other teams, shared design updates in our work-in-progress channels and lastly, conducted design reviews with senior leadership. From these discussions, I was able to consolidated on the following designs for user acceptance testing.

Through our usability testing and discussions with the engineering teams, we have landed on the module design. This final cannot be shown just yet but will be released by December 2022!

Data Driven Decisions