Person holding phone with ShopHQ webpage visible.

Case Study

Evine & ShopHQ:
Creating a new e-commerce experience

Founded in 1990, ValueVision/ShopNBC/Evine/ShopHQ is an American cable, satellite and broadcast home shopping television network and omni-channel video retailer. However, despite its growth and innovation its changing business strategies and multiple rebrands left its digital capabilities challenged.

As the UX Designer of a task force to advance the digital platform, our team’s challenge was to provide a more, modern, engaging online shopping experience.

➤ Role

User Experience Designer

➤ Responsibilities

Customer journey mapping, CMS strategy, experience and visual design, development, user interviewing & testing

Framing the challenge

The Problem

➤ Shophq.com lacks conversation

The ShopHQ brand thrives on it entertaining, informative shows and host’s warm personalities. But the problem was ShopHQ.com was not have a conversation with its customers online.

We found there was a it was difficult for users to create or access accounts, restricting relationships and personalized content. Not just within the online experience, but the omni-channel as a whole.

The Solve

➤ Allow conversations to happen

Redesigned login/create account experience to simplify process, improve user self sufficiency and new account conversions.
Created a new Guest Checkout experience to provide an additional option to the checkout experience for users not logged in or without an account. Experience “has conversation” about creating an account, “doesn’t shout” at the user.
Created new Wishlist experience for customers to have a conversation with friends and family.
Initiated new, dynamic, personalized product areas across the site for a more relevant experience.

➤ Elevate the Brand

Established a consistent design style guide to meet expectations of core functionality and performance. Allowing for more clarity for the user, greater accuracy or testing and brand equity during the transition.

Approach

Create more access/visibility to user accounts and prioritize user’s dynamic content across the omni-channel experience, ensuring a more engaging experience, and greater self sufficiency by users.