New “Shop the look” feature
Experiment
Test AB
Countries
All
Platforms
iOS, AND, WEB
Context
- The current PDP is heavily focused on individual product purchases rather than full-look shopping.
- There is a “Complete the Look” carousel placed far down the page, which likely results in low visibility.
- Replicating the “Complete the Look” experience across other web touchpoints is currently challenging.
Hypothesis
We believe that by making it easier for users to access and shop the full look featured in product images—whether from the PDP or other touchpoints—we can inspire customers, drive full-look purchases, and increase units per order, average basket size, and cross-sell performance.
The process
Data Analysis and Research insights
I gathered insights from previous Mango research studies to assess user interest in look-based shopping. I also audited the current usage of the "Complete the Look" module through in-depth data analysis of carousel interactions. Here are some key finidngs:
Is there interest in buying full looks?
- Although the "Complete the Look" carousel has one of the lowest CTRs, it ranks highest in ATC conversion.
- Other look-based listings also show a high ATC rate.
- Some users express difficulty combining outfits and value brand guidance.
- Users are open to curated suggestions aligned with trends, as long as they match their personal style.
Conclusion: There is confirmed interest in full-look shopping.
Carousel visibility
- Heatmaps show only 25% of users scroll down to the cross-sell carousels.
- View rates decrease significantly the further down the page the modules are placed.
- Users also tend not to scroll horizontally within the carousels.
Conclusion: Low visibility is confirmed due to module placement and carousel use.
Navigation and shopping ease
- High CTRs indicate that users generally need to visit the PDP before adding to cart.
- However, for "Complete the Look" and "Recently Viewed," many users add directly from the carousel.
Conclusion: Users do not always need to visit the PDP to purchase look items.
Association between look and photo
- The main look photo appears at the top of the gallery, while the "Complete the Look" carousel is placed much lower.
- Some PDPs feature multiple look photos, but the carousel mixes all the associated items without clarifying which items belong to which look.
Conclusion: Users are not clearly associating the look photo with its corresponding items.
Workshops & Benchmark
- I facilitated a stakeholder workshop to uncover pain points, user needs, and technical requirements for the new look-shopping feature.
- I conducted a competitive benchmark to identify best practices and innovation opportunities.
- To foster collaboration and drive innovative thinking, I led an ideation workshop with the squad, involving cross-functional technical teams early in the solution design process.
Wireframing and Development
- I designed intuitive user flows and wireframes for the new feature, focusing on simplicity and reusability by leveraging existing patterns and components.
- I collaborated closely with the development team to define an agile technical approach, enabling fast testing and iteration.
- Additionally, I coordinated with the Design System team to select the most suitable components, ensuring consistency, scalability, and efficiency across the product.
AB Test
- Control: No feature
- Variant: “Shop the look” feature
Results
- On iOS, module views increased by +5.35% and ATB by +3.23% (€821,340 gross over 12 months). We also observed positive trends in AOV and conversion rate, with a slight decline in UPT.
- On AND, module views increased by +5% and ATB by +0.61% (€59,333 gross over 12 months), showing improvement in UPT but a slight drop in AOV.
- On desktop, results were flat with no statistical significance, while on mobile ATB increased by +0.37% (€276,453 gross over 12 months).
These results confirm that the Shop the Look feature successfully improved module visibility and conversion, driving more Add to Bag actions.