RUGS USA

RUGS USA is the #1 Rugs retailing platform in the Rugs industry. During my tenure as RUGS USA’s Product Designer, I was responsible for creating solutions for many of the ecommerce site’s design and experience problems. Two of the biggest ones were the redesign of the Account Features and the PLP Landing Page Template.

My Role: Product Designer, UX Researcher

Tags: UI Design, UX Research, E-Commerce, CRO, SEO

Accounts Redesign

Business Justification

RUGS USA’s Accounts Features were outdated and disconnected from the rest of the site’s UI. Feedback from user surveys and customer satisfactions have been consistent in that RUGS USA's account implementation is absolutely terrible. In order to push RUGS USA into a more modern platform, the project was created to redesign all of the following Account Features:

The Account Experience Research

Baymard Institute is an E-commerce UX research platform consisting of already user-tested standards for different E-commerce features backed by several articles and claims. These findings are used as a scope of reference prior to designing solutions and interfaces for any projects at RUGS USA. The following were some of the research found for the overall Accounts Experience:

The Sign in Experience Research

In order to create the most seamless sign in experience, more research was done specifically for signing in and out of accounts. Some of the problem points range from the proper user flow if users sign in and out in the middle of another flow, users signing in through various social media platforms, and more.

The following were some of the research found for the Sign In Experience

The Account Dashboard Research

In order to create the best account experience, research was also done for the best practices for any E-commerce accounts dashboard experience. Some of the problem points range from which account features to place on a dashboard, how to lay out an appropriate account dashboard and more

The following were some of the research found for the Account Dashboard Experience

The following were some of the best Dashboards that exist out there that were used as inspiration for the design 

Usability Evaluation Tests

After the initial research. The most important findings and points found were used as review points to evaluate the current state of the accounts features of RUGS USA. Each point is then used as usability test evaluations. Overall, 8 points passed, 1 was neautral, 2 points had low violations and 4 points had high violations. Those that violated were implemented in the MVPs for the project, while also considering the research done prior.

Proposed User Flow

The following user flow was created as the foundation for the redesign of RUGS USA's accounts pages. The user flow ended up being a complex system of flows due to the overarching scope of Order Management, Cancelling Orders, Personal Information flows and other settings.

Initial Mockups / High Fidelity Sketches

The following are initial early concepts of the accounts redesign. Using RUGS USA's color palette, the goal was to create a very simple design that blends well with the minimalistic style of RUGS USA's UI. The designs also incorporate plenty of icons to better communicate some of the features within Accounts

Some of the screens below show ideas that were scrapped due to the complexity of its effort for development. Rug bucks, a reward system currency for account users, and a progress bar for order tracking were some of the features that were scrapped for the final version.

Final Design

The following are the finished components for the final design. These components became the building blocks for all features in Accounts that were present in the hover dropdown, flyout, bottom drawers, and the accounts dashboard

Below is the final Figma Prototype for the Accounts Pages. The final version can also be viewed at www.rugsusa.com

PLP Template Design

Business Justification

In order to increase conversion rates and improve RUGS USA's SEO, this project was started to create a landing page for different PLP Groups starting with RUGS USA’s famous Washable Rugs. The PLP would consist of different sections that would increase its SEO while also elevating the brand with a new updated design.

CRO and SEO

Research was already done on PLPs prior to the project launch of the Washables PLP by the Marketing Team. The main priority of the project was to increase brand awareness while also converting users into purchasing Washable Rugs. Multiple sections of the design should emphasize different things that pushes Washable Rugs as a standout product by RUGS USA

Early Iterations

Before a final design was finished. The designs went through several iterations. The decisions to cut out ideas were due to development timeline. Some designs were combined and tweaked to create a solution that was unique but also easy to develop.

Here are some early iterations of the Washables Banner at the top of the PLP

Here are some early iterations of the Washables PLP on a desktop device

Here are some early iterations of the Show Now Section

Final Designs

The design for the Washables PLP became the template for different PLP categories within RUGS USA. The final design is shown below. You may also view it live here