Tecovas Website Revamp
I led UX design for Tecovas' website revamp, achieving a 14% conversion increase, an 11% improvement in product page effectiveness, and a 40% jump in upsell/cross-sell sales.
Tecovas is a direct-to-consumer western footwear and apparel brand. Our team undertook an 8-month project to redesign the e-commerce website. The primary objectives included the following:
I collaborated closely with the Director of Digital Product, three engineers, a designer, and a project manager. By conducting weekly design reviews with the CTO and CMO and engaging with various departments such as e-commerce, creative, marketing, and customer success, I played a pivotal role in gathering alignment on designs and propelling the project forward.
After stakeholder interviews, synthesizing 100+ Baymard Institute articles, and a heuristic evaluation of the old site, I identified three user pain points and one area of opportunity for the internal team.
B A S E L I N E
Tecovas' old website
Tecovas' old website was in need of a visual overhaul, UX improvements, and reevaluation of the information architecture.
S O L U T I O N 1
A user-centric product browsing experience that provides relevant information, fostering informed decision-making, and streamlining their shopping experience.
Reduce "pogo-sticking"
New product card incorporates the right amount of information, enabling users to compare products while helping them decide if they want to click for more details. This decreases the need to bounce back and forth between the product listing and detail pages.
Boost buyer confidence
Fit Guide, along with product highlights and detailed technical specifications, equips users with essential information to make informed purchasing decisions. This prevents the users from leaving the page in search for information.
Lead with visuals
Grid layout of the product gallery spotlights the beautiful product photography. When it comes to buying footwear, consumers are enticed by lifestyle imagery and close-ups of the boots. Sometimes, a great photo can lead to an immediate conversion.
S O L U T I O N 2
To gain a better understanding of the design elements and key attributes that resonate with our customers when shopping for boots, apparel, and accessories, I executed the following:
This research revealed distinct filtering needs based on gender and product category. However, due to timeline constraints, we focused our efforts on implementing the most essential filters first and followed up with additional filters after the launch.
S O L U T I O N 3
Tailored recommended items promote product discovery, and builds trust by offering meaningful wardrobe additions rather than transactional clutter.
Find your favorites faster
Research indicated that users ignore a website's recommendations altogether if the items were irrelevant. The merchandising team curates the cross-sell section on the product detail page, while a third-party software recommends upsells in the cart.
Complete the look
Shoppers at the retail stores oftentimes bought the entire look off the mannequin. This feature works similarly by helping the user match boots with an outfit, helping the business drive sales.
S O L U T I O N 4
Time-saving internal tools that empower team players
Previously, a straightforward task like updating an image on the website could take up to two weeks due to communication gaps and workflow inefficiencies. Through these two collaborative platforms, various departments can complete cross-functional tasks more efficiently.
Component Glossary
Another designer and I created a comprehensive component glossary to help engineers decide when to reuse or create a component. It also allows the creative, marketing, and merchandising teams to generate mock-ups for their presentations.
Sanity Studio Editor
E-commerce team members can independently create and modify modules without dependency on the engineers. I worked with both teams to identify customizable elements such as text, font styles, colors, and images.
Learnings ✴
Leading a major design project taught me the importance of stakeholder management. Collaboration and communication extend beyond mere good intentions and require proactive effort. I learned the importance of building trust, adapting to diverse communication styles, and tackling challenges with resilience. As I advance into leadership positions in product design, I will apply these insights to foster stronger team collaboration and project outcomes.