Lee Fiori
Introducing a Photo Upload Feature for new locket jewelry on Lee Fiori's product page
Overview
Safyre Labs wanted to add new product features to their existing locket collection to allow more personalization options and to increase locket sales. Previously, the company exclusively offered clear lockets and featured a static image on the product page demonstrating the possibility of having photos inside the locket. However, the customers encountered difficulties in printing, cutting and inserting the photos themselves, as it wasn't a user-friendly task. After receiving numerous customer feedback, the company decided to add two new product features which were the paper photos and the metal photos. The challenge was to have these features incorporated into the locket's product page and guide users to make an informed decision.
Role
Product Designer
Entire project from research to conception, visualization, prototyping and testing
Team
UX Lead, Product Manager, Copywriter, Developers, Stakeholders
Duration
2 weeks (before handing off to developers)
Understanding The Problem
I conducted a brainstorm session with the team to uncover pains felt by users. It was revealed that:
Users were looking for lockets that can have sentimental value and can last forever
Users encountered difficulties in printing, cutting and inserting the photos inside the locket. It was also very time-consuming.
Many users felt that Lee Fiori lacked sufficient personalization options to cater to their specific needs.
Goal Statement
The goal of this feature was to provide customers with a significant time-saving solution to design a unique locket reflecting their style. Whether they prefer the versatility of a paper locket or the timeless elegance of a metal locket, the aim was to offer users ready-to-wear personalized photo lockets that can last a lifetime.
Starting The Design
Before starting with the design, it's important to understand the main differences of the new features. With paper lockets, the image is cut, printed and inserted inside the locket. It can always be changed in the future. With metal lockets, the image is engraved onto a sterling silver plate and then inserted inside the locket. Thus, it's for users who seek a timeless and a luxurious touch to their fade-resistant keepsake.
My responsibilities included integrating the features into the design, enabling users to make informed decisions during their purchase. I conducted a user flow that provides a comprehensive step-by-step guide clearly illustrating the process for each option, including the choice of no photo, paper photo, and metal photo. Within the wizard, I also crafted a photo upload modal where users can upload, edit, and make adjustments to their desired photo.
Final Designs
Once the flow was approved, I finalized the high fidelity prototypes and passed it on to the development team for implementation. We thoroughly tested the new wizard, initially releasing it with the option for paper photos, and shortly after, introducing the option for metal photos.
The Photo Upload Modal
The photo upload modal helps users in selecting and positioning their uploaded image to achieve the desired appearance. Users can utilize the directional arrows to adjust the image's placement. They can also have the option to rotate and zoom in or out. Meanwhile, users can see the end result with a dynamic image that changes with every click. Once done, users can confirm to proceed or replace the image and start again.
The Helpful Tips Modal
In this modal, users have the ability to review guidelines and recommendations prior to sending their final image for printing. These tips provide valuable assistance in image selection, as well as guidance on appropriate cropping, rotation, and filtering techniques.
Outcome
The updated wizard provided users with more information and directed them to make the optimal selection among the three options. The step-by-step user flow demonstrated the importance of providing a structured and cohesive experience for users as they navigate through the wizard. As a result, the new wizard outperformed the previous version and returned higher conversion rates in all countries. This resulted in a significant increase in users choosing photo lockets over non-photo ones.