Accessory Product Launch
Product Design
Project Overview
My Role: Senior Product Designer
Caraway Home is an online home goods retailer on a mission to craft well-designed, non-toxic cookware that thoughtfully raises the standards of what you cook with. For the PLP redesign, I led the user research, UI and UX, development handoff, and post-launch optimizations.
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.
User Research
Our team conducted user testing to uncover pain points in discoverability:
We identified mobile drop-offs due to lacking card designs, swatches, and lack of descriptions to differentiate products.
Analyzed user behavior across various PLPs using click tracking, search logs, and heat maps. We found that users struggled to navigate product variety without filtering or visual subcategories.
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.
Reflection
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 the cookware product line with new user-friendly components.
To continually improve the experience, the team optimized with AB testing to further enhance usability & metrics for the PDP.