Big Lots Optimize Path to Purchase (OP2P) and UI Updates

I was the Senior UI/ UX Designer for this project. As such, I worked very closely with the UX Director, Lead UX Researcher, UX Designer, and the Product Team to translate business goals to wireframes then to design comps that I then worked with the development team to create a dynamic, responsive, and fluid website.

8 months (December 2021 - August 2022)

The leadership at Big Lots was interested in improving the online shopping experience by enhancing its website for mobile and desktop experiences. They wanted to address some current challenges and frustrations that shoppers experience when shopping Big Lots online. The goal was the increase conversion and overall customer satisfaction. 

My team used multiple research tools and methodologies to collect user feedback:

• Baymard for a full website audit of the current experience 
• User Zoom for user testing that was focused on flow & functionality of the site
• Optimizely for A/B testing

We tested multiple user flows such as: 

• Happy Path 
• Logged In User
• User w/ Location Services Turned-off
• Product Detail Pages
• Product Landing Pages
• Setting Delivery Address (With Additional Scenarios)
• Setting Store (With Additional Scenarios)
• Add To Cart Confirmation Drawer

Updated Design & Functionality

Big Lots online shoppers noticed some updated design and functionality features that resonated positively including:

• Helpful visual overlays
• Motivating product flags
• Flyouts from the bottom. Shipping selection saving from PLP to PDP (doesn’t default to pickup)

Beyond Industry Standards

Online shoppers also noticed site features that are new and not recognized as industry standards, including the ability to:

• Shop multiple selected stores to see more inventory 
• Add products to cart for fulfilment methods besides pickup (e.g. shipping)

Recognized Inventory Issues

Issues related to updating Big Lots current inventory system were recognized as needing attention. This includes order cancellations after items were already purchased for shipping.

Designed logic, architecture, and user flows using Adobe XD to create prototypes and documentation to support my tech partners (DEV and QA) so that they had a source of truth when building and testing the website enhancements and updates. 

Below are samples of that work

Adobe XD