Transforming the path to purchase
An outdated platform hurting the customer experience
Big Lots' outdated, off-the-shelf ecommerce platform lacked customization and modern features, showing unavailable inventory and creating a poor user experience that hurt sales.
Our goal: a fun, seamless, and profitable mobile journey
Help users easily find and purchase Big Lots' "Bargains & Treasures" through a modern, engaging mobile experience that leveraged omni-channel fulfillment — ultimately driving higher conversion rates and average order value.
Role & impact
Heavy collaboration with product, FE & BE development, and ecommerce
Evangelized and implemented usability testing practices
Created and optimized hi-fidelity prototypes
Collaborated with product and developers to create development stories
Delivered final UI specifications and collaborated with developers to ensure quality
Discovery revealed key pain points
Inaccurate location services
The site was attempting to locate our customers but consistently assigned an incorrect delivery ZIP.
Confusing store selection
The site was forcing customers to choose which store they'd like same-day delivery items to deliver from.
Irrelevant inventory displayed
The site was showing our customers inventory across the country, even if it wasn't able to be shipped to them, nor in a local store.
Unexplained cart removals
Items were often removed from the cart without explanation.
Hidden availability information
The site was forcing customers to check each item's product detail page to see if it was available to them.
The solution: fix the pain points and overhaul the UI
The new method accurately predicted their shipping location, and was then used to find their nearest store.
With accurate location data, we were able to show inventory that users could purchase, and hide out-of-stock inventory.
Same-day delivery items were automatically sourced.
If something changed, they received immediate and transparent messaging about what happened to their items.
We then gave them an opportunity to purchase if the item was still in stock.
Improving the cart experience through clarity and simplicity
Make fulfillment clear & mobile-first
Fulfillment types and their different bells and whistles had to be distinct, organized, and mobile-first.
Streamline financial and rewards experiences
The financial stack and promos/rewards areas had to be useful and visually simplified.
Simplify fulfillment changes
Changing the fulfillment of an item had to be pain-free and clearly communicated.
Create a seamless path to checkout
Moving into checkout had to be immediately accessible and easy.
Communicate inventory shifts transparently
When an item's availability changes, clearly communicate the update and guide users to alternative fulfillment options.
Process
Wireframes
Hi-fi prototype
Final UI
Final words
More than a redesign, this project redefined the brand's digital presence. By uncovering hidden pain points and implementing targeted solutions, we improved the user experience and drove significant revenue growth. I played a key role in identifying the issues and advocating for the design process that made it possible.
