e-commerce
Company
Role
UX/UI Designer
medium
Responsive Web
timeline
2016-2017
Overview
To align with current web trends and support the growth of Cost Plus World Market’s e-commerce operations, I contributed to the redesign of Worldmarket.com, transitioning it to a responsive design. After initial concepts were developed by a local design agency, I was brought on to design and layout various parts of the site. A key focus of my role was helping to integrate the store’s reward program (World Market Explorer) with the Worldmarket.com platform, creating a seamless experience for users.
Challenge
When I joined the project, many decisions had already been made, and the team had neither the budget nor the time for user research or testing. This meant I had to work within existing constraints while ensuring the remaining work was completed on time.
Another significant challenge was coordinating with multiple vendors, each using different systems with specific limitations. Merging this information into a centralized rewards experience required careful planning and creative problem-solving.
Additionally, I stepped in after a previous designer left the project early, with little documentation or handoff materials. This required me to quickly ramp up, familiarize myself with the work completed so far, and deliver results within tight deadlines.
Users
Cost Plus World Market’s website attracts a diverse group of users who appreciate unique, globally-inspired products. From home decor enthusiasts and food lovers to gift-givers seeking one-of-a-kind finds, these users value individuality, quality, and affordability. The majority browse on mobile for convenience, while desktop is often used for more detailed exploration. Many also take advantage of the option to shop online and pick up in-store, blending the ease of digital shopping with the immediacy of in-person access.
Role
I joined this project after another designer departed in its early stages. While some foundational work had been completed, much of the project still required problem-solving and execution. My role was to take the existing work across the finish line and tackle unresolved tasks.
Key Responsibilities:
Conducted competitive and user research
Created wireframes and user journey flows
Designed UI templates used across the site
Assisted with visual design as needed
Collaborated closely with platform vendors and in-house development teams for seamless handoff
Worked alongside product management and the e-commerce art director
Site Audit
As a late arrival, my first step was to audit the existing worldmarket.com site, which was not responsive at the time. I identified areas for improvement and aligned with the e-commerce art director and product manager to understand the project’s progress, goals, timeline, and constraints.
I also reviewed the rewards program’s separate site, managed by a different vendor. The website had very limited functionality, and the goal was to consolidate all customer account details—orders, rewards, and coupons—into one centralized hub on the new Worldmarket.com site.
Competitor
Research
Leveraging my prior e-commerce experience, I conducted competitor research focused on home goods and specialty food retailers like Williams-Sonoma, Pottery Barn, and Crate & Barrel.
While many competitors already had responsive websites, features such as rewards programs and in-store pickup were still evolving. For inspiration, I explored examples from companies with robust rewards programs and apps like Instacart and Postmates for innovative pickup order UX solutions.
User
Research
Due to time and budget constraints, we couldn’t conduct user testing with customers. Instead, I relied on internal resources, including colleagues for quick testing and workshops with stakeholders to tackle complex challenges. While user testing wasn’t feasible, this experience reinforced the importance of resourcefulness and collaboration in delivering quality work under tight constraints.
Areas of Focus
The project concentrated on six key areas:
Signing In & Account Sign Ups
Account Dashboard
Rewards
Order Confirmation
Tracking Your Order
E-Gift Cards
The primary challenge was merging two account systems: World Market Explorer (rewards program) and worldmarket.com accounts. Customers could fall into four scenarios: rewards-only accounts, site-only accounts, partially enrolled accounts, or entirely new accounts.
I worked closely with the PM and developers to map out scenarios, sketch flows, and produce detailed visual designs with interaction notes for developers. My goal was to create a seamless account connection process that was invisible to the customer.
Account
Dashboard
Merging the two accounts also required designing a new dashboard. This centralized hub displayed rewards, account details, and settings, while providing opportunities for customers to complete account merges.
A secondary login option was added via the rewards page, mirroring the header’s login scenarios. The dashboard also served as the entry point to several account-related pages, improving accessibility and usability.
Rewards
The rewards page offered detailed insights into customer rewards, coupons, and perks (e.g., coffee discounts). From this page, customers could add rewards to their carts for online use or print coupons for in-store use.
Order
Confirmation
Order confirmation screens accounted for various scenarios, including in-store pickup and rewards integration. Customers could view earned rewards for their order (if they were members) and track items across multiple shipments with improved organization and clarity.
Tracking Orders
One of the biggest issues before the redesign was that there was a lot of space and disorganization on a customer's order tracking page. Trying to find the tracking number or an estimated arrival date meant to scroll all the way to the bottom of the page instead of having the important information right on the top where the customer can see it.
Order tracking pages were redesigned to prioritize essential information, such as tracking numbers and estimated delivery dates. Drawing inspiration from other e-commerce retailers, I created a clean, user-friendly layout that consolidated information and reduced unnecessary scrolling.
For orders with multiple shipments, customers could easily switch between tracking details for each package.
E-Gift Cards
The old e-gift card purchase flow required page reloads for each step, causing customer frustration and abandoned carts. I streamlined the process into a dynamic, step-by-step form, reducing friction and enabling customers to complete purchases seamlessly. This refinement supported World Market’s goal of increasing e-commerce sales.
Since World Market was looking to increase their e-commerce business, refining the e-gift card flow was an important step to take.
Outcomes
After launch, site visits increased significantly in the first month and continued to rise over subsequent months. The simplified rewards integration led to a rise in memberships, making the process easier for both online and in-store customers.
While I wasn’t part of the team during launch, my former colleagues reported smoother operations, particularly with in-store pickup.
Looking Back
Reflecting on the project, I identified several areas for improvement I would keep in mind for the future:
Deeper Collaboration: I would have connected more directly with teams managing the rewards program to gain additional insights.
More Exploration: Budget and time constraints limited exploratory phases. Next time, I’d push for more upfront discovery to better anticipate challenges.
User Testing: Even with constraints, testing with customers—even briefly—could have uncovered valuable feedback for refinement.
Process Refinement: Taking more time to digest the big picture would help reduce gaps and improve decision-making.
What I Would
Do Next Time...
This experience reinforced the value of asking more questions, staying overprepared, and conducting extensive research. I also learned the importance of adaptability and resourcefulness in constrained situations. Moving forward, I plan to deepen my discovery processes and make time for broader testing and exploration, ensuring all possible solutions are considered before design begins.
