Role
Senior Product Designer (Lead)
Team
SVP Digital, UX Director, Product Manager, Backend Eng, Frontend Eng, Myself
Timeline
~2 weeks
E-comm
Problem
Bath & Body Works’ site suffers severe traffic on Candle Day. They sell more candles in a single day than they do in a typical month. It is the most trafficked Salesforce site on that given day. Bath & Body Works wanted a way to improve site performance to provide a better shopping experience on Candle Day.
Success Criteria
Increase in loyalty sign ups.
Increase in site performance.
Increase conversion rate.
Decrease item cancelations.
Decrease customer care calls.
Solution
Video displaying the waiting room in action.
Why it Works
💕 Loyalty Landing
The early access phase of Candle Day was a loyalty member exclusive event. This incentivized enrollments and reward redemptions. Loyalty members could shop immediately after the waiting room. Guest users were redirected to either sign-in or enroll.
🧘♂️ Removal of Stressors
Addressing any anxieties upfront removes unnecessary stressors, and provides a smoother experience.
The progress bar shows a beginning and an end, and waiting is reframed as progress.
By providing an expected time to shop, uncertainty and ambiguity is removed.
👩💻 Occupied Time
Unoccupied time feels longer than occupied time.
We previewed product to help pass the time, and build excitement.
Customers could also be notified by email when it was their turn in line, freeing them up to do other things while they waited.
🧠 Rewards of the Tribe
Humans are very influenced by what others think and do.
Our brains are adapted to seek rewards that make us feel included.
By providing wait time information, visitors knew what they were waiting for was also valuable to others.
🚦 Throttled traffic
Bath & Body Works throttled the flow of traffic to the site in order to optimize site performance and customer wait time. Load tests were performed prior to the event to understand what the site could handle.
Impact
Performance of early access hours.
Hourly conversion increased by ~30% to LY.
Hourly traffic velocity decreased by ~50% to LY.
Loyalty enrollment increased 8x to LY.
For confidentiality reasons I have omitted the actual values for these metrics.
Approach
Designs
Comprehensive, but not Complicated
Progress Bar Steps
Pre & Post Queue
Error States
Deliverables
Handoff specifications include anatomy, instances, content guidelines, behavior, interactions, and logic. Reach out to Nathan to see full handoff files.
Let’s Connect
loosnathan@gmail.com
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