echo Ecommerce Product


Roles
Business Analysis, Information Architecture, Interaction Design, Usability Testing, Frontend Development, QA

Time Period
Aug 2007 - Jun 2009


Screenshot of ecommerce music download screen

Screenshot of ecommerce music download screen

 

During one of my first days working with echo, I was asked to go to a different location than the main office building. When I arrived, two developers and our product manager were waiting for me. Our product manager told us that we had been asked to secretly concept and design a new ecommerce platform. At the time, echo was using a highly-modified commercial ecommerce product. It was slow, clunky, and had a terrible overall user experience.

My first task was to help them narrow down scope to the essentials of what an ecommerce site for an artist should be. I did this by researching and evaluating high-performing B2C ecommerce sites and artist ecommerce site features. The outputs from this were an IA diagram and feature set lists for each screen.

Once we knew what we needed to build, the developers started working on backend architecture while I started working on mockups for each screen. These mockups helped us go through a number of iterations before deciding on the final feature set.

A key feature for the echo ecommerce platform was that it should be theme-able by the creative team. To enable this, I designed and coded the HTML templates for each screen in a way they could easily be styled with CSS.

Once development was complete, we launched in the wee hours of the morning. Prior to this I had configured a number of conversion funnels in our analytics platform so we could measure the overall user experience along with all the key transaction workflows. It was a huge success. We ended up achieving an industry-leading 75% checkout conversion rate and directly contributed to a 52% annual increase in revenue.

After the launch, I helped echo design two additional features for their ecommerce platform: an image viewer and song downloads. In addition to designing these features I planned, scheduled, ran, and evaluated usability tests for each of them. This led to the designs being revised before they were handed off to development to build.

Image Viewer Usability Report

Downloads Usability Report

Screenshot of product screen

Screenshot of product screen

Screenshot of issues found through usability testing

Screenshot of issues found through usability testing

Screenshot of usability test recording

Screenshot of usability test recording