Gilt.com Redesign
- Role: Information architecture
- Interaction design
- User testing
The Gilt.com redesign was a multi-phased series of projects focused around optimization, customer engagement, and creating a foundation for future growth. Key parts included a revamped navigation to tie the separate Gilt Groupe properties together, improved tools for making shopping easier, and a new checkout flow.
I managed a very talented team comprising of user experience design, taxonomy and research while at Gilt Groupe. Additionally, I met and worked with project managers, product managers, engineers, and executives to make sure that what my team was doing aligned with the company’s overall priorities. Results of the redesign included increased conversion across all Gilt properties.
The Gilt mosaic is the jumping off point for flash sales. Visual, elegant and curated are some of the key words that describe how Gilt shoppers view the brand.
Example of one of the diagrams I created to help build consensus on direction across the organization.
Iterate, test, repeat. Simplify, iterate, test, repeat. Then test more.
For key sections of the site, the team worked on weekly design cycles with qualitative testing at the end of each week. A lot of great ideas, but when you have great products and photography simplicity rules when it comes to users.
We wanted our checkout to be as fast as our flash sales.
Good deals can disappear fast, so when users find something the love, checkout should not stand in their way. Additionally, customer support informed us that the previous version of checkout was leading to a lot of packages sent to the wrong address which frustrates users and costs the company money. We addressed this by offering a 1-click checkout and positioning the shipping and billing information prominently on the page.