OPTIMIZATION
Under Armour
Role: Lead UX/UI Designer
With the goal of streamlining the filtering process on the Outlet category page, I created a prototype displaying thumbnails of subcategories and available sizes directly on the top of the page. The idea was to help users find their desired products more quickly, shortening the purchase journey.
Proccess
Together with the CRO team, we conducted a usability study of the page to generate improvement hypotheses. After discussing with the client, we prioritized the most relevant ones to develop prototypes for future testing.
Usability Analysis
Analyzing the page based on usability best practices.
Hypotheses
Generating hypotheses to improve conversion rates.
Prototype
Creating interactive prototypes to visualize proposed solutions.
Test
Testing the optimization prototypes for later implementation.
High-Fidelity Prototypes
After meetings with the CRO team and the client, I created the high-fidelity prototype so that the CRO team could conduct the A/B test.
Outlet Category Page
