Agent Provocateur Design x CRO

As part of ongoing work to improve Agent Provocateur's digital presence, I worked closely with Agent Provocateur's E-commerce Manager and Tom&Co's internal CRO team to compile quantitative and qualitative research (using AI, when necessary) to propose areas for A/B testing, prototype visual explorations and build design proposals.

In so doing, we were able to track key areas of improvement, provide growth in overall sales revenues and build customer retention. One item, so far, includes the 'Shop the Look' testing and design concept, which concluded with a 285% increase in ROI, with projected £138k in 12-month incremental revenue. 

MY ROLE
User Experience
Product Research
User Interface Design

TOOLS USED
Figma
ChatGPT

View Website

Shop The Look

As part of design and CRO, we consistently promote the most recent best UX practices according to Nielsen Noman Group and the Baymard Institute. We review direct competitors and other e-commerce sites and schedule regular meetings with the e-commerce team at AP to review our proposals and set priorities for testing and improvement on their site.

One example of collaboration between CRO x design resulted in us testing a CTA to anchor users to the 'Shop the Look' component below the fold in order to increase the Average Order Value, promote further discovery and align with user intent, especially given high interest in full lingerie sets.

With only 12.5% of users scrolling to this section on best-selling items, this change made finding related products easier. Given ‘Lingerie Sets’ was the most clicked link (Nov–Jan), the update drove higher engagement, increased add-to-basket rates, and improved conversion with minimal development effort.

RESULTS
+1.45% revenue uplift (+£5.7k during test)
+3.09% improvement in purchase CVR
+3.45% more units to cart (99% stat sig)
ATB rate rose by +9.66% (100% stat sig) 

SHOP THE LOOK
View Live Component

Proposed improvement for CRO to review grid functionality, on mobile, when promoting a toggle to switch between product and model views on PLPs.

Design also means looking at ways to modify, challenge and improve on existing functionality. If we have done research and seen pain points within the user experience (such as filters or size selectors), we will design, animate, and propose better design solutions both internally and directly with the client. 

Small changes can also lead to better mobile experiences, as seen below. We remove one CTA, look at building consistent UI size selectors, and bring the size guide to the right-hand corner to enable users who often describe confusion around Agent Provocateur's unique sizing references. 

Revisiting the size selector for mobile. 

Interested in working together?
Get in Touch!

Email: heinze.heike@gmail.com
Twitter: @bonjour_heike