Logitech Ultimate Ears
Enhancing product exploration to create a more optimized shopping experience
Overview
Ultimate Ears is a Logitech brand that produces premium audio gear such as in-ear monitors and portable wireless speakers. The client sought to increase the conversion rate of their primary wireless earbud product, UE FITS.
Tools
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Figma & FigJam
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Google Analytics
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Hotjar
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Keynote
Team
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2 UX Designers
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1 Junior UX Designer
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2 Developers
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1 Project Manager
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1 Content Designer
Timeline
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Q2 2022 - Q2 2023
Role
In this project, I was responsible for add-to-cart enhancements, such as up-selling and cross-selling in the cart and product hub/bundle pages, the G FITS gaming earbuds launch, and the UE DROPS earbuds launch. I also carried out updates and creation of flexible components in our design system, assisted in general UI and brand cohesion enhancements for both the Consumer and Professional versions of the site.
Challenges
Despite its attachment to the speaker-focused Ultimate Ears site and generally seeing thousands of site visits, the custom earbuds and accessories had a very low conversion rate.
Potential causes had been pointed out by the client and some users, such as the poor value prop on the homepage, lack of usability in the site's product finder, lack of product variety, etc.
Process
The initial version of the homepage for instance was mostly centered around the single UE Fits product, and content was large, full width blades that did not communicate their brand or product differentiators, leaving users un-engaged. The journey fizzled out quickly from there.
Through user testing, and reviewing Ultimate Ears’ baseline analytics, areas such as the primary nav bar and the content blades on the homepage were identified as sensible starting points for bringing users to the product detail pages.
Homepage enhancements
The homepage was redesigned to include a featured auto-advance product carousel in the hero area. As new products or promotions came in, users were immediately shown the newest thing first.
Specific content blades that started with a focus on UE Fits and their differentiating features were right below, which then transitioned more into the patented Lightform technology that Logitech used for their custom earbud molding.
This way, we could get more product information and value up front, rotate out specific promotion events, and create less of a static landing page. And also importantly, bring in real feedback from publications for brand trust.
PDP enhancements
For the product detail page, bringing user reviews in was a good start, as was making the interactions for switching colors and browsing different images simpler and more streamlined.
We also found that more product feature information above the fold, as well as user reviews and fitting information, were working well. While the UE technology for molding an earbud to you is impressive, there were more ways to establish product confidence and get people to add to cart.
Lastly, adding more cross-sell opportunities with discounts proved to be a good incentive to explore additional products.
Results
Through testing using tools such as Hotjar for heat mapping analysis, we saw more engagement overall with interactive elements, thanks in part to a more cohesive UI, placement of components, and language enhancements.
Over the course of 12 months, we saw:
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90% increase in landing page conversion rate
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50% increase in checkout flow conversion rate
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328% increase in "Add to Cart" rate
