TK Maxx Jewellery
The purpose of this UX project was to address issues related to jewellery sales and returns on tkmaxx.com.
Two main problems have been noted regarding the Jewellery department online:
The return rate for Premium Jewellery (D76) is higher than other products on TK Maxx’s website.
Costume Jewellery (D70) doesn’t sell well on-line as in stores.
I have formulated hypotheses to gain a deeper understanding of the issues and to find effective solutions.
To address the two issues, I have surveyed, tested, and analysed the feedback from both generic users and tkmaxx customers, to identify the reasons for high returns of fine jewellery and low online jewellery shopping for costume jewellery.
Jewellery sales on tkmaxx.com
The majority of costume jewellery on the website consists of earrings, and based on the tests I have conducted, it has emerged that most of our users are purchasing earrings. This trend might be influenced by the limited possibility of returns, coupled with users’ shopping behavior, which may make them less inclined to purchase costume jewellery, especially earrings, on tkmaxx.com.
On the PDP & PLP pages, the quality of images for many jewellery products is notably low.
Some items lack images that effectively showcase the product details.
The product descriptions are inaccurate.
There is inconsistency among the descriptions for all jewellery products.
Consequently, users encounter challenges in comparing products due to the suboptimal information and images available on the website. As already identified, the overall issue of low scoring product images and copy in comparison to competitors (as indicated by the Baymard Institute Report Audit) is particularly pronounced on the Jewellery pages.
Observations and Challenges in Jewellery Product Presentation on tkmaxx.com
Improvement of the Product Pages
Tree testing
I have tested 5 new navigation structure, plus the current one to gain valuable insights on how users interact with the website’s navigation, especially within jewellery,
Uncover any challenges they encounter.
Identify opportunities for refinement.
Analyse user behaviour, path choices and feedback.
