Redesigning Proof Points for 120% online shopper engagement lift
In this extensive redesign, we completely revamped Provenance's Proof Points, enhancing their interaction and optimising them for mobile to amplify brands' sustainability initiatives at the point of sale.
Brands embed Provenance Proof Points in their online shops to highlight independently reviewed sustainability initiatives. The existing pill shaped Proof Point components communicated the integrity of the information, were responsive and worked reasonably well across different screens sizes. However, with the majority of online shopping happening on mobile, there was an opportunity to increase online shopper's engagement by optimising the Proof Point design for mobile screens and interactions. We successfully redesigned the Proof Points for an engagement lift of around 120%, and therefor strengthened the Provenance value proposition for our customers
The Context
Existing Proof Point components were optimised to communicate concisely with high integrity, but did not necessarily encourage engagement beyond a glance.
Strategic Fit
A key value proposition of Provenance is driving engagement with sustainability content at the point of sale. Since Proof Points are crucial interaction points, enhancing their engagement would significantly strengthen this value proposition
Intent
Goal: Improve CTR of new Proof Point embed by 100%.
Increase online shopper engagement with Proof Points to provide greater value to Provenance's prospective brand customers.
The Discovery & Design Process
Proof Point audit & insights gathering
We already had a wealth of information on what worked and what didn't with our current Proof Point design. Compiling insights from previous research and customer conversations provided a strong starting point.
From issues to opportunities
To generate opportunities, we asked "How Might We ..." (HMW) questions to reframe issues into starting points for idea generation.
Workshop to collaboratively explore solutions
To facilitate collaboration and idea generation, I organised a full-day workshop inspired by the GV Design Sprint framework. The agenda guided participants through various stages:
Understanding the problem (Alignment)
Conducting expert interviews (Customer Success Team)
Sharing inspiration (Lightning Demos)
Ideating (Cray 8's, Round Robin, etc.)
Concept development and Presentation
Super vote on concept to explore further
Refining concepts and prepare options for user testing
There were a range of important design, usability, and technical criteria that this new design needed to fulfil:
mobile first (most engagement occurred on mobile)
engaging content to encourage user interaction (visual content, better call-to-action, higher contrast)
harmonious integration with the customer's brand on the product detail page
recognisable as independently reviewed, third-party content
A/B testing using online user research platform
I wrote a detailed user research plan to test a range of assumptions we made.
What:
Does our design of the 'Engagement Bundle' improve CTR by 100%?
(CTR = any micro-interaction with our content, e.g. swipe, toggle, etc.)
Why:
Improve the engagement with PPs from a shopper perspective in order to provide more value to our DTC brand customers.
Approach:
A/B test 'Engagement Bundle' and 'Integrity Bundle' for comparative analysis
follow up with explorative questions to understand user motivation and memory of information and content
Detailed synthesis of user testing results (expand to view)
Using an online UI design testing platform, we tested the old Proof Points (Group A) against the new design (Group B) and reviewed the result against three different goals:
Does the new 'Engagement Proof Point Bundle' cause users to pause and take an action?
Does the proposed design increase dwell and interaction time?
Does the proposed design increase dwell and interaction time?
Delivery & launch
Throughout the project, we reached out to existing customers to inform them about the upcoming update of the Proof Point embed. Amongst a range of beauty customers, Tropic Skincare were a keen early adaptor to test the new Proof Point design on their online shop.
Initial analytics indicated an increase in engagement (swipe, click, etc.) by 120%
To ensure a well structured design system and the ability to reuse existing code, we integrated this new asset as part of our existing Proof Point components in a modular way. After rigorous QA, the new design was also placed behind a feature flag to launch it as a Beta feature to a limited number of champion customers.
Project Details
This is a live feature embedded in most Provenance clients Ecommerce environments. My responsibility was to go through the discovery (Alignment, Research, Ideation) and manage the design (Creation, Validation, Refinement) stages of this feature. Apart from me, there was a Product Manager involved, who lead on requirements and provided feedback to proposed solutions; a UI designer who translated my wireframes into hi-fi UI screens; and an engineer who advised on feasibility throughout the full process and built the feature once it was validated.