E-commerce is heavily reliant on holiday sales which drove the decision to re-think the design of the BlueNile.com holiday landing page from targeted email blasts for Valentine’s Day 2015.
I began the redesign by evaluating the previous year's landing page, conducting research to discover existing best practices, and then recommending updates to the current page.
I created low fidelity designs of the landing page to optimize the interactions targeting reduced bounce rate, increased engagement, and increased session time.
The low fidelity designs were handed off to another designer to style for high-fidelity hand off to the development team.
Comparing the redesigned landing page to its predecessor showed a significant decrease in bounce rates and increased session duration, leading to nearly doubled transactions.
