Won Sandie Award | 2023

Holly Hunt PDP Page Redesign

HOLLY HUNT helps interior designers bring their unique visions to life. As a luxury brand, their digital shopping experience needed to be premium and intuitive, just like their products.

Roles

I assumed the following roles in designing the new Product Description Pages:

Lead UX Strategist
UX Designer
Interaction Designer
UI Designer
Project Manager

Deliverables

The following were the deliverables I contributed in for this project:

Strategy Deck
Low-fidelity Wireframe
High-fidelity Wireframes per category (8 product categories)
Requirements
Prototypes

Project Specifications

Duration: 4 weeks for the initial launch. Furniture product category is still being addressed.

Tools:

Figma
Miro
Powerpoint
Zoom

Overview

In reimagining HOLLY HUNT's Product Detail Page (PDP), our mission was clear: to elevate the digital shopping experience for discerning interior designers. With a focus on luxury and intuition, we crafted a premium platform that seamlessly merges form and function. By leveraging consumer insights, we strategically positioned key content to streamline navigation and enhance usability. Our sleek and beautiful design not only meets but exceeds the expectations of interior designers, providing them with the tools they need to bring their unique visions to life.

Challenges

Here are the challenges we were given to solve

Customer support team was getting inundated with questions for information, some of which was already on the Product Detail Page, some of which existed elsewhere.
No additional clarity needed to highlight in-stock items versus made-to-order.
The site needed to perform like a best-in-class commerce site while keeping an extremely high end, luxury-minded customer at the heart of the work.

Process

This project had started as a consultant position. My role was to bring forth UX principles and create recommendations for the PDP redesign project. Starting with secondary luxury customer research and performing a competitive analysis, CourtAvenue created a deck in which I presented usability heuristics, information architecture principles, atomic design principles, and PDP optimization recommendations to both Holly Hunt and the leading creative agency for the PDP re-deisgn along with a wireframe mock-up of an Ecommerce Furniture PDP Wireframe.

As the SOW came to an end with the other agency, CourtAvenue took over as their primary digital agency. Using the founding template that was reviewed with HOLLY HUNT's primary audience, designers, and showroom staff, I created high-fidelity wireframes adaptations for each product category.

I lead workshops, individual working sessions, and weekly TB across cross-functional teams, To ensure that each wireframe was accurately adapting to the product category. Once approved, I worked closely with the UI designer to define the interactions, record the page requirements, and note where we needed more information for future enhancements.

The pages are continuing to be rolled out.

How Usability Might Be Improved

Greater data visualization to aid in content decision making.
Implement usability testing through the different stages.
Better pricing modules. There are misleading pricing components built in due to the complexity of the pricing. As HOLLY HUNT's continues to grow and organize their data, we can structure it to more accurately display actual pricing of each custom product.
HOLLY HUNT to rebrand to make their website UI ADA Compliant.

Lessons Learned

Due to the timelines that we were given for each product category, it was a challenge to adapt each PDP category so that their is a similar structure of information across all categories. If I were to approach this project again, I would push for the cross-functional teams to map out all the different attributes and pricing models so we can create consistent components across the categories.
Working remotely created communication issues, due to leading the project, I was able to push for more organization by creating weekly touch bases to have all cross-functional teams to be more aligned with the status of each project.

Additional Projects for HOLLY HUNT

01.

Navigation Redesign

02.

Quick Win UI Enhancements

03.

Site Audits

04.

Competitive Analysis