Tiffany & Co.
Story Teaser
As we began to experiment with adding more content-focused stories on the site, we saw that users that engaged with these stories had higher product discovery and conversion rates, especially when they discovered the stories through the site. This led to the need to create a dedicated area for all content as well as a unique way to display it on the homepage. Our original design was not optimized for mobile, which is where the majority of our traffic comes from. So a new design (called Story Teaser) was developed and A/B/C tested (two new variations against the original). After positive results, we built the component and implemented the design on the site.
UX and Strategy
Competitive and inspirational audits
Conducting user testing, organizing, and presenting results to senior leadership
Creating a selection of ready-to-use components from the internal library
Design
Wireframes and mockups
Layouts for A/B/C testing
Component design and QA
Results
An A/B/C test showed that users who clicked on Variation C had a higher product discovery rate and were twice as likely to make a purchase as other users.