Accessory Launch
MY ROLE: Digital Product Designer
For the Glass Lids launch, I executed the user research, UI and UX, handoff to development, and optimizations post-launch working alongside the Project Manager, Growth and Development teams.
Final Designs
Project Goals
How can we launch a brand new accessory and make it simple for users to correspond a glass lid with an existing or new cookware product?
The strategy for this launch was to make the user journey as seamless as possible and educate the user on our new glass lids, making it a perfect add-on to the cookware ecosystem.
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Challenge & Ideation
The current system of toggles and color swatches on PDPs didn’t fit for this new product type. With stakeholder and dev support, we created
Explored multiple wireframes for each component, refining usability through rapid prototype testing to validate final low-fi wireframes.
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Ready For Launch
After rounds of iteration, testing, and reviews, we launched the accessories with:
- Final size toggles plus PDP improvements with gallery highlights and product badges.
- Size guide modal with visuals, lid weights/dimensions, and corresponding pan sizes (weight & dimensions were highly requested by our users during user research).
- Add-on experience with checkmark states, allowing users to seamlessly add lids alongside their main product.
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Next Steps
AB testing a new feature to the size toggles to include callouts such as 'Best Seller.' Once we monitor performance, we will start to roll this feature out to other PDPs.
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Reflection
- Our team tested the add-on experience on the Fry Pan PDP and the glass lid had an attachment rate around 20%.
- The new add-on experience was then adopted on multiple PDPs across the site.
- The size toggles are now being used on other PDPs as quantity selectors, design has proven to be usable, scalable and flexible.
- CX reports of customers contacting for questions on the product were minimal - assuming the size guide, gallery images and copy on PDPs were explanative enough.
- This soft launch generated $xxk in revenue first 14 days and sold out within the first 2 months.
- Overall successful product launch and is now a staple accessory in our cookware product line with new user-friendly components.
- To continually improve the experience, our team is currently working through design ideas for the next phase of the add-on component.
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