Overview
Working closely with the VP of eCommerce & Online Merchandising and the UX Manager, I worked on the 2012 homepage redesign of Balsam Hill. With the given user and business goals, I created several ideations and comps from the wireframes to the web design (including icons, assets, buttons, etc). Together with the team, we refined a design option that best succeeded the all the goals in its correct priorities and ran an A/B test (2011 vs. 2012 design). Through the result of the A/B test, the new redesign presented a ~6% improvement in Revenue per Visitor.
Tasks & Responsibilities
• Wireframe
• Page Layout
• Wireframe
• Page Layout
• Web Design
• Assets, Icons & Buttons
• Assets, Icons & Buttons
Balsam Hill Homepage
Including the value proposition above the fold in order to communicate to shoppers what the brand is and how it
differentiate itself of the other competitors.
By providing customer testimonials, customer videos, celebrity endorsements, and other honorable mentions, this builds credibility to the brand while allowing shoppers to feel confident about the products & the brand.
