Opportunity
We hypothesised that integrating curated editorial content into the shopping journey would inspire users to take action, enhance product discovery, and create a more guided experience.
We expected this to result in deeper engagement and increased conversion, as suggested by early data showing higher Add to Bag and Wishlist activity from users interacting with editorial content.
Research Methods
We used a combination of qualitative and quantitative research to glean insights into how our users consume and interact with the content. Qualitative methods such as remote using testing and competitor benchmarking.
These helped validate our hypothesis which we used to inform our designs for A/B testing.
Workshops:
• Ideation session with stakeholders
• In person co-creation session with stakeholders and customers using paper prototypes
• 3 day design sprint
Lessons We Learned
The first A/B we conducted was inconclusive. The split between the users were very close and overall insignificant uplift of conversion.
One of my assumptions is that the images used did not have any context - matching product was not around the editorial images, therefore users didn't know why the images were there and scrolled past them.
Our customers are loyal but are impatient. They are social media consumers and expert Googlers. If they can't find what they want in less than 10 seconds on site, they will go elsewhere to continue their search.
They also love to share with friends and seek out Influencers to see styling tips and outfit ideas.
They are open to editorial and inspirational content on Farfetch - only if it's personalised to their style and of interest to them.