Guitar Center- 2018 to present
Project Summary:
As head of User Experience for guitarcenter.com I am tasked with building user friendly features, redesigning the current site, and managing Jr UX Designers. Features I have worked on so far:
Lessons- Built the first B2C buying online experience for customers. Completed.
Lessons Signup Phase 2- Improve functionality and overall design of user flow with a more robust functionality. Still in development. XD Link
Promotional Templates- Create a more visually stimulating and user-friendly templating system for the various types of promotional sells. Decrease build/design time for creative and dev team. Completed. See case study #1
Curbside Pickup- Due to Covid restrictions we were able to create a new system built around the needs of customers. Completed
2-Day Shipping- Partnered with Google to build a build a new delivery system for GC. With new messaging and functionality needed on PDP, Shopping Cart and Checkout pages. Completed
Communication Preferences- Build more robust system for customer to control the notifications from guitarcenter.com. Still in Development. XD Link
Redesign the flagship guitarcenter.com website. Develop new PDP, Category PLPs, Checkout, Header/Navigation, My Account, Home page and all Marketing pages. Current Project.
Lead Creative Team with creating the first Design System & Style Guide for Guitar Center’s website. XD Link
My Role:
Build user friendly wireframes and prototypes, create testing requirements for all new redesigns and features, run tests on usertesting.com, develop personas, present to stakeholders, review designs for sister sites prior to presentations and manage GC UX Design Team.
Collaborators:
GC Creative Team, Dev Team, Product Managers & UX Team
Highlighted Feature:
Promotional Sells Templates – Guitar Center promotional sales consist of:
Omni-Channel Sales Events (Guitar-A-Thon)
Web Activations (not omni but include omni and longtail product)
Awareness Events (this would be things like Used or Trade In Trade Up)
Lessons Promos
Tentpoles (3-day Holidays)
Guitar Center utilizes most major 3-day holidays as a catalyst for driving customers to their website for one-of-a-kind deals. These are referred to as “Tentpoles'“. One issue they were having on each tentpole was bounce rate. Users coming from an email or PPC might only see one page of the tentpole sale and then leave the site. The Promotional tabbed experience at the top of the sale’s product listing pages was created to keep people inside the tentpole experience. This decreased bounce rate and improved overall sales a large 12.5% in the first year the site ran these various templates.
The Web Activation promos are the type that Guitar Center runs the most, sometimes 3-4 a month. The templates were built with a selection of widgets that could be easily slid in and out of a design to mold to the needs of the business.