HIGH LEVEL STORY
Thermomix Australia and New Zealand had the ambition of launching new product collections outside of their flagship TM6 home appliance range.
Thermomix Australia and New Zealand had the ambition of launching new product collections outside of their flagship TM6 home appliance range.
Scenario / Problem
However the eCommerce site used to sell Thermomix products online had rigid Shopify functionality, and only had a single product display page format that was in use for the Thermomix TM6 appliance. This PDP had functionality specific to highlighting the features of the TM6. The Thermomix site itself was also built to prioritise the path to purchase flow for the TM6 appliance. A new flow for the Knives collection would need to be created, without disturbing the current TM6 flow.
However the eCommerce site used to sell Thermomix products online had rigid Shopify functionality, and only had a single product display page format that was in use for the Thermomix TM6 appliance. This PDP had functionality specific to highlighting the features of the TM6. The Thermomix site itself was also built to prioritise the path to purchase flow for the TM6 appliance. A new flow for the Knives collection would need to be created, without disturbing the current TM6 flow.
Task
Leverage the existing Thermomix Product Display Page, by cloning it and altering certain functionality to cater for highlighting the functionality of the knives. The mega nav in the Thermomix site would then be used to house a Product Collection Page for Knives under the accessories tab. SEO was leveraged to lead users to the collection page, When they search phrases such as “Thermomix Knives”.
Leverage the existing Thermomix Product Display Page, by cloning it and altering certain functionality to cater for highlighting the functionality of the knives. The mega nav in the Thermomix site would then be used to house a Product Collection Page for Knives under the accessories tab. SEO was leveraged to lead users to the collection page, When they search phrases such as “Thermomix Knives”.
USER PURCHASE FLOW (FROM CAMPAIGN LINK OR SEO DRIVE)
KNIFE "PRODUCT DISPLAY PAGE" (PDP) LAYOUTS
Following many iterations and the collaborations with the Marketplace managers, SEO specialist, Shopify team and Devs; I landed on this layout. This wireframe is influenced by the user testing done on other product pages already in market, information hierarchy to give our SEO presence its best chance at growing, as well as competitor research.
Following many iterations and the collaborations with the Marketplace managers, SEO specialist, Shopify team and Devs; I landed on this layout. This wireframe is influenced by the user testing done on other product pages already in market, information hierarchy to give our SEO presence its best chance at growing, as well as competitor research.
LESSONS
During the build I worked closely with the development team. The primary challenge was that while I designed the features and modules in the wireframe to be simple in terms of HTML and CSS due to the short time frames, some of them didn't yet exist in our website architecture, and would need to be integrated into our Shopify platform from scratch.
During the build I worked closely with the development team. The primary challenge was that while I designed the features and modules in the wireframe to be simple in terms of HTML and CSS due to the short time frames, some of them didn't yet exist in our website architecture, and would need to be integrated into our Shopify platform from scratch.
Often we improvised and got creative, for example, where we couldn't use an RSS feed because of the restrictions of our Shopify theme, I instead suggested an app called "Instafeed", it's native to Shopify and integrated seamlessly. Other modules such as the "pair with other knife" upsell feature, key features editorial module, Youtube module, Illustrated features module, and integration of the reviews in the H2 tabs in the header, all needed to be built from scratch.
An unexpected difficulty, but perhaps a fortuitous one, was that I was unable to obtain die cut or manufacturer's sketches of the knives from the marketplace manager. Instead I illustrated 3 angles of each knife by hand, and the team was ecstatic with the result.
FINAL PDP LAYOUT
THE PRODUCT CAN BE SEEN IN ACTION HERE
Results
The Knife purchase flow integrated seamlessly into the Thermomix online marketplace. At launch we did however encounter one last obstacle, where the launch date was shifted back by 48 hours. I had to act quickly with all departments as well as the back end devs, to ensure that updates across the site from the 48 hours were carried into the version of the website created for launch. So to not overwrite those updates at launch.
The Knife purchase flow integrated seamlessly into the Thermomix online marketplace. At launch we did however encounter one last obstacle, where the launch date was shifted back by 48 hours. I had to act quickly with all departments as well as the back end devs, to ensure that updates across the site from the 48 hours were carried into the version of the website created for launch. So to not overwrite those updates at launch.
Healthy sales were enjoyed following the launch, and as a result, plans for new collections emerged soon after. The result that I enjoyed the most, was that 87% of knives sales were from users that navigated the purchase flow via the Knives collection page, supported by campaign flows and SEO that gained momentum post-launch.
WHAT SKILLS DID I USE
• Problem Solving
• Communication
• Conflict resolution
• Leadership
• Multi-tasking
• Customer-obsession
• Failure
• Analytics
• Adaptability
• Persuasion
• Initiative
• Teamwork
• Diversity & Inclusion
• Problem Solving
• Communication
• Conflict resolution
• Leadership
• Multi-tasking
• Customer-obsession
• Failure
• Analytics
• Adaptability
• Persuasion
• Initiative
• Teamwork
• Diversity & Inclusion
