Goal

In order to improve checkout speed and reduce checkout abandonment the checkout flow needed to be redesigned. Research pointed reducing steps, reducing cognative load, changing from from a left-right flow to a more intuitive top-down model. The business wanted to integrate card member benefits into checkout rather than it being an obstacle during add to bag. Customer service requested clearer financials during checkout to reduce the number of calls received when customers are completing orders.

Execution

To reduce steps desired flows were mapped out and required elements of the checkout flow were reorganized combining similar information elements. Every element on each screen was counted and weighted comparing existing to new as a quantitative measure of cognitive load improvement. Checkout was restructured to all take place on the same page and steps were shown in a fasion that emphasized there were four easy steps to completion.

To address customer service's request for increased clarity important order information was ordered by importance and grouped in one easy to scan area. Shipping details, methods, and expected time of arrival were incorporated into key steps. Order financials were modeled after retail store receipts making sure to show where every amount came from and making the math easy to follow.

To reduce cart abandonment, customer perks, benefits, expected delivery, and savings were visually highlighted near progress buttons to encourage completion. Type, colors, and design cues such as shading and rounded corners were chosen to add a sense of friendliness and calm to a task that is full of details. Secure wording, icons, and certifications were added to increase trust and peace of mind.

After design aprovals I usually take a copy of the approved files and replace the elements with detailed specifications for documentation, QA and to aid developers. New prototyping tools have somewhat eliminated this need, but I do find developers still love it.

As a result of the these changes cart abandonment decreased and llbean.com was ranked second only to Amazon as the most satisfying website to shop according to ForeSee.

Goal

Update the product page to significantly increase the image size, increase selling options and information above the fold, increase clarity of information while lightening the overall look and feel of the page. Increase "Add to Bag". After numerous attempts by the agency the in-house team was asked to see what we could come up with.

Execution

We started by gathering a small team of key members and utilizing a compressed Google Design Sprint. In the morning we restated all of the requirements identifying all the elements that needed to be incorporated above the fold. Over time patterns and zones began to form. I began working on rough wireframes arranging our zones as the team watched, providing feedback, comments and suggestions. The grid was narrowed down and real content was introduced to flesh out the real sizes needed for each requirement.

By end of day the team had the design ready for review with the key stakeholders. The design was enthusiastically approved and final refinements were made. As a result of the product page and checkout redesigns, "Add to Bag" increased, cart abandonment decreased. llbean.com was ranked second only to Amazon as the most satisfying website to shop according to ForeSee.

Goal

The home page and navigation needed updating for a branding refresh as well as to add additional promotional areas. There was also a requirement to incorporate the new sub-brand of L.L.Bean Signature into the top global navigation.

Execution

Required zones were identified and then laid out for approval before continuing with the design adjustments. Content areas were reorganized by type or customer intent (help zone for example). New promotional zones were built into the grid structure. Search presence was improved in both size and location. Left navigation was removed to increase sales space. Visual design was changed to increase white space and match color and tone cues present within the new catalog designs.

Goal

Mission Comprehension was an educational game for children ages 10-12 to brush up and refine their reading comprehension skills. As the Producer, Project Manager, Art Director and UI/UX Designer/Developer it was up to me to deliver the project on time and on budget. I hired a local artist to work with to bring the team's vision to the screen. I had the idea of borrowing from Marvin the Martian when creting our helper "REX" because Marvin is such a good example of how a character can relay emotion without the need for a mouth. The artist (Todd DeMelle) caught on to the idea and delivered such wonderful art throughout the project. As the project progressed it was my responsibility to track progress and the budget as well as perform regular in-person presentations to the client in Orlando, FL.

Execution