Shutterstock Single Image Purchase
2020 | Stock Content E-commerce Product
Brief
Customer problem statement
Customer feedback indicated they want the convenience of buying a single image product on the website.
Business needs
A single image product needs to bring net new revenue and not hurt the existing subscriptions revenue stream.
The business wants add the single image product to the current layout as MVP to get initial learnings before full launch.
Design challenge & hypothesis
The challenge was to design around the dated layout knowing a redesign is a better approach for better customer experience.
I believe that redesigning the layout and add then add the single image product, will give a better conversion experience.
Teams
Lead UX Product Design & Research
- • Research
- • Wireframe
- • Design comps
- • User testing
- • QA
- • Experiment launch
Stakeholders
- • Product Manager
- • Engineers
- • Product Stakeholders
- • Analytics
- • Experiment
Design process
Discovery
To start getting data points of the single image product before implementing the redesign. I’ve phased out the updates into 2 phases.
- • Adding Single Image on the current layout.
- • Introduce the redesign with updated content and copy.
Create
Visualized the work around the dated layout and also how it would be better with a redesigned.
Test
Unmoderated User Test
- • 10 users
All users have positive reactions and the results shown that the new component displayed all the pricing plans as expected.
A/B/C Experiment Test
- • 16 days
The first new product experiment that has a significant results that shows customer’s engagement. The data shown that customers are very interested in the single image product offering.
Implementation
Improve a current image product
After understanding the research and testing. Is clear to leadership that customer need a smaller amount of image product.
The product team has repurposed the On-demand packs to Packs image product to highlight 2 images download per year to serve this customer segment’s need.