UI/UX
Similar Items Carousel
Among other components, I designed a ‘similar items carousel’, working end-to-end on the design process. As a result, this feature reduced the exit rate per session by 4.6%, improved the time to value by 4.1% and increased the checkout by 2.5%.
Design Process
Identify a pain point.
By looking at the analytics and previous user research, we saw that 78% of the users come from paid channels. Our concern was that users did not engage further after realising that the product they landed on did not meet their expectations.
Ideating a hypothesis
Our hypothesis was that by showing similar products to the one appearing on the PDP, we would help the user find what they are looking for and reduce the bounce rate.
UX challenge
I gathered information to understand if there was a possible scenario where this component could make a negative impact on the user experience. Below are example questions from a framework I developed to evaluate competitor designs.
What is the optimal position for this feature so it is visible to the users but does not disrupt the user journey (considering the responsive design and browser zoom)?
How many items should appear on the carousel, and what product information should be included to make this component effective but not cause cognitive overload?
If the item shown on a similar product shelf is from a different category to what the user is looking for, would they find it frustrating or inspiring for their search, and what copy better defines the results?
Competitor analysis
I analysed ten competitors, searching for three different items to understand their chosen place for the component, the copy they use, and the precision of the results shown on the carousel.
To better understand what products users could expect under different copies, I analysed the competitor’s carousel and the title they use for this component. I made a diagram showing how close the carousel results are to the product on the PDP under each copy. This table also helps visualise the language the competitors use in different algorithms. For example, “You may also like” suggests always the same product regardless of the characteristics. “See more” shows items from the same brand or partner.
Using the framework I developed, I was able to better evaluate the ideal position of the carousel, the number of items appearing, and what information per item is essential. Additionally, this research informed a subsequent evaluation of the existing algorithm’s ability to produce the desired result.
Event Labels
I designed labels indicating if the product would arrive on time for an event. The challenge was to make this component responsive and compatible with different copy lengths as it needed to be reused for different holidays like Christmas, Easter, Mother’s Day, etc. I made multiple designs following our style guides, along with a technical critique of each (taking into account accessibility, hierarchy and aesthetics).
Noths Star
These event labels helped users quickly recognise the products that would arrive for Christmas. During the seven days of A/B test, this component helped boost the Conversion Rate by 4.32%. For this project, I received an award recognising my contributions.
“ Polina was instrumental to delivering the labels in the PLP and PDP on time for peek. She stepped up after Web 1 team lost their product designer and worked side by side with [person] and [person] to make sure that all the Product Design Thinking was done to deliver impact to the business. One of the significant contributions she made to the design was to make sure customer’s expectations around the shipping cost were always managed, therefore in the PDP the “Arrives by” event label also includes the price of shipping for this to be the case. Her creative implementation of Ribbons components made this messaging effective and simple. We are very fortunate to have such junior member of the team step up to deliver top notch work in such critical trading period.”
Hybrid Product and Listing Page
I worked on the UI aspect of the hybrid product and listing page. This module aimed to ensure the item’s findability and show the users similar products that may be of interest. This project required working on a combination of grids and close attention to detail to ensure the perfect alignment and spacing between the components. I was also responsible for deciding the content shown in the product details and prioritising the essential information. Saving vertical space and considering different screen devices’ heights was very important to ensure the PLP was shown before scrolling.
I have been supporting the Principle UI designer with the Design System, checking all the information in the guides is correct and reflects the component library. I was also responsible for changing the document’s presentation to ensure consistency and clarity
Advertisement Tiles
I was responsible for designing the advertisement tiles for the PLP. The challenge of this project was to design a component that would be placed beside a product tile, the height of which would vary depending on the title length and the existence or not of the delivery labels. This design required pre-empting all the possible combinations to make sure the added tile would not create an undesirable vertical spacing. I also led the communication with the developers on this design and conducted the quality assurance.
Other Projects
