Site Enhancements

Pixlee (Shoppable Instagram)

Many sites now utilize shoppable Instagram images. There are currently at least two companies offering this service, but we did something different. Typically clicking on an image that says "shop this look" would bring up a larger version of that image, the associated item from the retailer, and a "shop now" button that would lead to the product page. This interaction forces the customer to leave their current browsing experience and it's very easy to get lost or perhaps never go back to discover new items. I requested that Pixlee add functionality to allow the customer to add to bag directly from the first pop-up. This gives the shopper a seamless interaction with the module and allows them to stay put and keep browsing where they are. No more dead end shopping. 

Pixlee_HP_banner_popup.jpg

Women's division page test.

We love to test and learn at Old Navy. We tested engagement of content for this execution, giving her many full story expressions on the A segment and keeping all the same for mobile. For test segment B we stripped down the content to snackable containers. For mobile on this segment we only gave the customer similar category linking from the dp. Can you guess which one won? 

Test Segment A - Desktop

Test Segment A - Desktop

Test Segment A - Mobile (Image cropped.. Check & Color Me Mine also included on test)

Test Segment A - Mobile (Image cropped.. Check & Color Me Mine also included on test)

Test Segment B - Desktop

Test Segment B - Desktop

Test Segment B - Mobile

Test Segment B - Mobile


Mobile Division Page Navigation

Once we implemented the hamburger nav on our site our division pages suffered a sizable click through engagement because they were impossible to find. We introduced a swipin top navigation that allowed you to scroll and choose which division page you wanted to visit. There were many iterations on the styling before we landed on what you see on our site today. Engagement on all the division pages has vastly improved with this new functionality. 

Navigation with imagery : Surprisingly this option tested much lower than the simple text option.

Navigation with imagery : Surprisingly this option tested much lower than the simple text option.

Navigation with text : Type only was the clear winner but the customer didn't notice the grey bar as much as we'd hope and the underline became busy and was a challenge for the coders.

Navigation with text : Type only was the clear winner but the customer didn't notice the grey bar as much as we'd hope and the underline became busy and was a challenge for the coders.

The winning formula. Presented as straight text in our blue brand proud color. The customer is used to seeing "blue" as a navigational piece on our site.

The winning formula. Presented as straight text in our blue brand proud color. The customer is used to seeing "blue" as a navigational piece on our site.

Once you opt into a division a white pointer indicates where you are. We took this learning and applied it to our large category pages as well. IE: denim & tops.

Once you opt into a division a white pointer indicates where you are. We took this learning and applied it to our large category pages as well. IE: denim & tops.


Promo Drawer

The much loved promo drawer was created with love and excitement. When we first moved to a fully responsive site we lost many site-wide containers that enabled marketing to speak to promo, shipping, daily deals, etc. This promo drawer was designed to cross both desktop & mobile with seamless navigation. It's easy to use from a customer POV and easy to maintain. Many of the tiles are HTML coded and can be updated instantly. We are in the process of further testing with the desktop placement of the closed drawer. I believe it will be more successful left aligned with our content rather than centered. We will test and find out! 

Desktop - Promo drawer closed

Desktop - Promo drawer closed

Desktop - Promo drawer open

Desktop - Promo drawer open

Mobile - Promo drawer closed

Mobile - Promo drawer closed

Mobile - Promo drawer open

Mobile - Promo drawer open


Interactive Denim Billboard

Being a women's go-to brand for denim is everyones goal. Giving her all the details and information in an clear, organized, and direct manner will get you there. For our refreshed denim billboard experience we included all of our fit range at the top. This gave customers an opportunity to click through and see the whole range. If they were interested in "curvy" when they selected that look, the fits on the right would move over to reveal fit information specifically for curvy. If she was had more interest, clicking "shop now" would scroll down into the appropriate subcat. Here she could find more information and see a video of the denim in action.