FIGJAM.TO
FIGJAM’s online presence and inventory continue to outgrow their digital space.
In 2018, the website was re-envisioned, what started out as a Squarespace blog template was transformed into a validated online store.
Check out the process below.
Disclaimer: Websites are managed and updated by their owners, unless otherwise stated.
FIGJAM.TO is an online Canadian boutique that exclusively retails Australian labels. Founded in 2016 as a side passion by two friends, FIGJAM is female-owned and continues to grow its online presence in the ever-saturated retail fashion world.
The Website Goals
Instant Chat Function
PROBLEM
In order to better keep up with their customer base, providing the best response times was a must for FIGJAM’s busy owners, who run everything from inventory management to website updates and customer service themselves.
GOAL
Reduce customer wait time for responses
SOLUTION
Install chat plugin such as Facebook Messenger, where users will be able to either a) Login via Facebook or b) continue as a guest and use the chat via web browser.
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Suggest Similar Items
PROBLEM
The original product pages did not include a “Recommended Items” or “Similar Items You May Like” section. This was a missed opportunity for customers who landed directly on the product page and potential revenue for the client.
GOAL
Maximize style matching offer to users and create revenue opportunity for client
SOLUTION
Incorporate “We think you will like these” section after ADD TO CART button.
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Enhanced Product Pages
PROBLEM
User research indicated that customers preferred knowing the material make up of the product as well as the fit before adding it to their cart.
GOAL
Restructure product page hierarchy and include desired information
SOLUTION
Place ADD TO CART after product details to deliver customers’ ask and ensuring user makes an informed purchase.
Click on sketch to enlarge it.
Product Filter
PROBLEM
The original website did not have an option for a product filter, although only a basic one with 2-3 options was required.
GOAL
Make user search more efficient
SOLUTION
Installed code plugin for category pages that allowed for users to filter by item, size, colour and price.
Click on the sketch to enlarge it.
The Shopper: User Persona
The online shopping experience has never been more crucial than now. Especially for small businesses. As a local online retailer, FIGJAM has gotten closer than ever with its customers, by understanding them at their core.
Typical user flow of an example FIGJAM product page, when tagged in an Instagram post.
FIGJAM’S largest customer base is located on Instagram.
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The importance of being able to easily navigate a product filter on mobile can make or break the customer experience, whether they are searching for a specific item or just browsing.
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An easy checkout process offers a pleasant ending to the mobile customer experience. Drop down physical affordances allow for automatic address fill ins and suggested shipping option results.
Landing on the Homepage
Sign Up Banner
Homepage Scroll
Mobile Menu
Chat Screen User Flow
Fixed chat bar at bottom of screen
Option to LOG IN via Facebook or continue as guest
Prompt option to get notified
With the ecommerce industry growing at an uncontrollable pace, FIGJAM is transitioning to Shopify for late 2021, to allow for these specific goals:
To reduce the mobile page load time by at least 1.5 seconds
When a user is directed to a specific product page from Instagram
When a user visits the website (homepage) via the FIGJAM’s Instagram profile
When a user browses the website
To improve scrolling usability on mobile
When a user visits the FIGJAM homepage from Instagram or browses on mobile
Restructure content hierarchy to maximize a sustainable, scrolling experience
The Digital Experience Goals
Product Categorization
A growing inventory requires more intuitive menu categories.
Properly named menu categories ensure customers looking to browse through FIGJAM’s online store are met with a desirable and easy experience right from the start of their shopping journey.
Advanced Product Filtering
As their clothing inventory grows, FIGJAM requires a more specific product filter to offer their customers. To improve the usability of their search experience, customers will be able to easily filter through clothing using tags they would only expect to be there, like search by brand, size, style, clothing type, etc.
Seamless Check Out
Eliminate the limitations of the current checkout experience that requires some manual configurations. Improved usability of the checkout form by adding more user intuitive affordances.
Address missed opportunities by maximizing automated email capabilities.
Abandoned Cart
Implement smarter notifications for abandoned carts to tap into revenue currently sitting at a stand still.
FIGJAM has outgrown its online presence using Squarespace as an ecommerce platform.
We are building a new site that is optimized to dominate in ecommerce and maximize the online shopping experience.