Sale & Clearance Page Design

Bass Pro Shops Responsive Design
Bass Pro Shops has always been in the business of putting customers first and helping them get the products they need to enjoy the outdoors. In keeping with the times Bass Pro Shops is working on redesigning and improving their website. One of these improvements included making it easier for their customers to find the best deals possible.

Design Process

Define

What is the problem that needs to be solved?
The Problem
Users shopping for the best deals (sale and clearance items) do not have a centralized location on the site to find these type of products. This is a pain point for users causing the company to lose valuable revenue.
The Goal
Provide our users with a buying journey that is geared towards our bargain shopper persona to help drive higher conversion rates and average order value while decreasing abandonment rate and time on page.
Contributions
UX Designer
Research • UX/UI Design • Usability Testing
Discovery
What is the users perspective?
Persona
Competitor Analysis
REI
The White Co.
Kelty
Moosejaw
Ideate & Design
Sketch & design ideas based on the findings uncovered during the define & discovery PHASES.
Wireframes
Final UI Designs
Desktop
Tablet
Mobile
Validation
Test the designed solution to validate it against the problem statement.
Usability Testing Goals
PRIMARY
• Determine if more detailed landing page provides better navigation to products of interest.
• Do the new “You saved $X.XX” callouts help users decide on which product to evaluate.
• Do the new banner callouts (Sale, Clearance,etc.) help users evaluate which products to pursue?
• Is the new price range easier to understand than“Starting at $X.XX” pricing?
• Navigation & Filtering behavior to and across product categories
SECONDARY
• Determine how customers define
      a. Sale
      b. Clearance
      c. Rebate
      d. CLUB Offer
      e. Backorder
• Does the expected amount of ‘discount’ vary by the category callouts (Sale, Clearance, etc.)?
• What do customers expect the section to be called that lists Sale & Clearance products?
      a. Outlet
      b. Uncle Buck’s Outlet
      c. Bargain Cave
      d. Other?
Usability Testing Results
Implement
Monitor the performance of the design in the production ENVIRONMENT & make improvements as needed.
Analytics
Day 1 OF iMPLEMENTING THE bARGAIN CAVE sECTION ON bASSPROSHOPS.COM

7,356

VISITS
2.7% OF TOTAL SITE VISITS

3,238

ORDERS
8% OF TOTAL ORDERS

$21,892

REVENUE
5.8% OF TOTAL REVENUE
Day 2 OF iMPLEMENTING THE bARGAIN CAVE sECTION ON bASSPROSHOPS.COM

37,853

VISITS
11.4% OF TOTAL SITE VISITS

479

ORDERS
11.7% OF TOTAL ORDER

$39,413

REVENUE
9% OF TOTAL REVENUE
Day 3 OF iMPLEMENTING THE bARGAIn cave sECTION ON bASSPROSHOPS.COM

14,285

VISITS
4.9% OF TOTAL SITE VISITS

432

ORDERS
9.8% OF TOTAL ORDER

$39,805

REVENUE
7.9% OF TOTAL REVENUE