OVERVIEW

What is ShopRunner

ShopRunner aims to stand out in e-commerce by focusing on exceptional post-purchase experiences. Previously overshadowed by partner brands, ShopRunner now shines with a unique, eccentric brand identity, aiming to provide top-notch post-purchase service.

Role

Collaborating with teams to create MVP for new PLP and PDP pages

2022-2023

 

 

For who: Everything Internet Shoppers

Women who enjoy shopping online, browsing for deals, gift ideas, and pick-me-ups, are deeply engaged in internet culture. They connect through sharing gossip, memes, lists, and gifs in group chats and with their kids. Shopping is a leisure activity and a way to brighten their day. However, their shopping happiness is at risk due to poor post-purchase experiences and unclear return processes.

The Challenge

The e-commerce industry offers many exciting brands, but consumers often feel overwhelmed by numerous choices, various retailers, payment options, return policies, packages, and delivery services, leading to a chaotic experience.

 
 
 

Looking into data

How can Shop Runners position themselves in a better way?

 

competitive analysis

I compared other e-commerce sites to ShopRunner to make an informed decision based on ShopRunner's principles.

  • Adding badges i.e. free returns or being called out more to entice customers to buy items

  • Multiple color options for same product

  • Visible Filter Options- option to filter by specified delivery prioritized

  • Recommendations vertical placement

  • Loyalty Program

 

Wireframes

I created wireframe options and then designs for user testing without a moderator based on my competitive analysis.

 

assumptions

  1. Customers would like to add items to shopping cart on Shop Runner website instead of taking multiple steps to get to retailer page.

  2. Customers would like to click on sizes and colors on PDP pages, and for them to translate on retailer page.

WHAT ARE WE TRYING TO UNDERSTAND?​

User sentiment regarding three similar, but slightly different PLP and PDP experiences:​

Experience 1:​

  • Reflects our existing experience: when a user clicks or taps a product card on our PLP, they are taken to our PDP where they can click “Visit Shop” to be taken to the retailer’s PDP.​

Experience 2: ​

  • A variation of our existing experience: when a user clicks or taps a product card on our PLP, they see a PDP modal where they can click “Visit Shop” to be taken to the retailer’s PDP.​

Experience 3: ​

  • A new experience: When a user taps or clicks a product card on our PLP, they are taken directly to the retailer’s PDP.

 

TESTED WITH 7 INDIVIDUALS​

Most people liked Experience 3, where clicking or tapping a product card takes the user straight to the retailer’s product page.

  • “Straight to Bloomingdale’s makes more sense.”​

  • “Thought it would lead me directly to the website (Bloomingdale’s) in the first place.”​

  • “Found this much better. ‘Shop Now’ step is strange. Eliminate this step.”​

  • Between Experience 1 and 2, there was a slight preference for Experience 2 (the modal experience).​

  • There was some confusion from users regarding whether they were still in the ShopRunner experience when they navigated away from shoprunner.com.​

 

New User journey from testing

  • Introduces a way for customers to sign into or sign up to ShopRunner accounts to check out on the retailers product detail page.

  • Cross shop modal to see the product in a smaller view with recommendations when they go on retailers product detail page it would open in new tab so if they do not like that product they would be able to return.

  • Leaving full product detail page for SEO purposes.

 

Product listing detail Comps for developer handoff

After testing the product, developers and design stakeholders decided to update this page in the early 2023 MVP launch by:

  • Using library components to add a detailed view of filters for desktop, tablet, mobile breakpoints.

  • New iteration of badging (2-free day shipping, free returns).

  • New breadcrumbs and title of page look and feel

 

PLP Differences 2022 vs MVP 2023

  • Adding new badging at the bottom

  • 4 products across vs. 3

  • Smaller card times

 

Product Details pages Comps for developer handoff

In early 2023, the team will update this page for the MVP launch following product testing.

  • Using accordion component to separate information (colors, sizes, product info, shipping and returns)

  • New views of images in carousel or slide version on mobile

  • Content is being provided from a content management system so each item is different in what is being provided from each retailer

 

Pdp Differences 2022 vs MVP 2023

 

Live production site journey

Shoprunner.com (July 2023)

The work I did went into production from below. As observed in the user journey, when the user clicks into a product listing page, they will be directed to the stores, and the Shoprunner page will remain open to showcase other related products available for exploration. This integral process ensures a seamless shopping experience for users, guiding them through a variety of product options while maintaining easy access to additional offerings.

Learnings/outcomes

Getting approval from stakeholders was difficult for this project because Shoprunner wanted to improve the post-purchase experience and mobile app. With limited developers, creating a product roadmap became more about design due to delays in MVP development.

Read the case study here!

Beyond MVP Versions

During this process we learned…

  • Comparing prices for the same item across multiple retailers

  • Do we need an “add to cart” experience? How will that help our users?