Selling physical products digitally

Selling physical products digitally

Selling physical products digitally

Selling physical products digitally

PRODUCT DESIGN  •  OVERSTOCK.COM  •  SALT LAKE CITY

Overstock.com is an online retailer selling thousands of brand-name merchandise at discounted prices. The company offers its customers an opportunity to shop for bargains conveniently, while offering its suppliers an alternative inventory distribution channel.

Overstock.com is an online retailer selling thousands of brand-name merchandise at discount prices. The company offers its customers an opportunity to shop for bargains conveniently, while offering its suppliers an alternative inventory distribution channel.

Role

As a Product Design Consultant, I worked with a micro-team to revamp Overstock.com with new features. We were responsible for simplifying the buying experience while modernizing the look and feel of Overstock.com. I developed wireframes along with initial visual design comps and presented to the team for execution.

Role

As a consulting Art Director, I worked with a micro-team to revamp Overstock.com with new features. We were responsible for simplifying the buying experience while modernizing the look and feel of Overstock.com. I developed wireframes, initial visual design comps, and presented to the team for execution.

Storefront Wireframes (2)

Goals

Each category on Overstock.com has a dedicated landing page with a bounty of subcategories and filters. The subcategories consisted of commonly searched terms and styles, but the user did not have a way to discover new products. The category page also did not allow for marketing messages, brand highlights, or special offers. So, unless the user knew what they were looking for, there was not an easy starting point for them to browse the category and explore the products. We aimed to give users a seamless way to discover new products.

Successes

After exploring high-level concepts for incorporating a discovery feature, we iterated on a category page that could be uniquely generated for each user. This way, they could easily discover new products, learn about deals that are relevant to them, and surface Overstock’s curated collections. We also found a way to incorporate existing features that were being utilized.

Overstock already had a built-in dashboard and profile for every user. We added the same discover module to the dashboard, surfaced the “Lists” function, and also designed a new module that allows users to effortlessly rate and write reviews for their purchased products in order to generate more user content. Along with tracking their orders, users can now save and share lists, write recommendations and reviews, and even follow influencers like interior designers.

Learnings

One of the challenges while designing these pages was the unpredictability of the merchandise. Each product name and description varied in lengths. All images were standard product shots or staged photos provided by the brands. In the visual design exploration, we found that our hands were tied in getting too custom, so we kept the layout very clean with pops of color to distinguish between messages. If time allowed, instead of going with one template for everything, we could have developed multiple templates that could easily be switched out so that design would have to work for all categories, no matter how different they were.

The Team

Paul Ulloa, Visual Designer
Oli Blanton, UX Designer