We’re all Uncommon.
Design and product work from my time as Art Director of UncommonGoods, an ecommerce company focused on makers, sustainability and unique design.
The redesign of Uncommon Good’s website to be responsive was a large undertaking that unfolded over several projects. It gave me opportunity to make substantial changes to the look and feel, user experience and the internal systems used to support it. The results led to:
HOMEPAGE: increased landing page entry click points by 30% on desktop and by more than 50% on mobile, with a 6% drop in bounce rate.
NAVIGATION: created a 4.4% lift in conversion rate.
ITEM PAGE: Creating a more intuitive way for customers to personalize their goods led to an increase in task completion of 25%, and during user testing saw a 12% increase in customer satisfaction.
INTERNAL SYSTEMS: Created tools to streamline cross-departmental processes, for example: a dynamic homepage content management system, email templates, which increased conversion by 18%, and an overhaul of the product launch admin.
streamlining navigation.
updated product imagery to fresher environmentals that focused on community and gatherings.
An A/B test catalog for Uncommon Goods with a heavy focus on photography and editorial content — Though results in direct sales were mixed, the new design showed a 12% lift in both website exploration and purchasing beyond what was shown.
