As an UX designer helping rebrand and replatform Ulta's entire website, I collaborated with my UI counterpart to define UX requirements for web/mWeb for various marketing pages, as well as their help center, known as Guest Services.
The components we designed (and UAT'd) would go on to become the foundation for the new website. I also provided UX annotations for components joining the design system.
Our analytics team built me an Adobe analytics dashboard which showed in the past year, most traffic to Guest Services landing page came from Order Status/Order Details (10.9%), Homepage (9.1%), and Bag/Checkout (4.6%). Analytics showed that 13.6% of users went on to the Contact Us page, followed by 6.8% navigating to Order Status, 3.8% to Gift Cards, and 2.4% to Account.
On the gift card landing page, 46.7% of users checked their balance, 42.8% sent a gift card via email, while only 4.1% opted to send a gift card through USPS.
Utilizing Baymard.com for benchmarking and best practices, I confirmed my assumptions that logical groupings are important, prioritize the most common tasks, and that iconography was often helpful. Baymard also confirmed the importance of expanding relevant accordions/information by default when linked from elsewhere on the site, such as the shortcut to Shipping shown in our footer.
I gathered screenshots from other retailers help centers and gift card pages to find common information hierarchy and patterns.
Providing UX support to my UI counterpart, I helped shape the layout of content on the page, relegating Terms and Conditions to a separate page, and elevating prominence of Check Balance. Working with UI and dev in Content Modeling meetings, I helped define the states and behavior of the check balance module upon returning data or reaching an error. The UI designer and I also worked with our Content Strategist to work through copy. Collaborating with our Chatbot team, I made sure to plug our Digital Assistant's new "Gift card merge process" feature on the page, since users currently are only able to apply one gift card during checkout.
