I was contracted by the Maui Jim product and executive team to optimize their checkout and repair service flows and improve their mobile experience.
Overview
The Problem
Maui Jim, a premium sunglasses brand with over $300 million in annual revenue, faced challenges in identifying user experience gaps and developing a seamless mobile shopping experience.
They did not have in-house UX or growth designers. I was contracted to help.
Objectives
Conduct a comprehensive UX audit of both mobile and desktop experiences and suggest improvements.
Optimize pricing strategy.
Evaluate and enhance UX flows on the repairs site.
Research methodology
Findings
Due to the sensitive nature of the pricing data involved, I am unable to share specific figures or details. However, I can provide general insights and outcomes from the research that demonstrate the impact and value of the work.cannot
Action items
Improve quality of product images, add trust signals, and social proof. Avoid over discounting.
This data helped ensure we didn't undermine the product’s value or damage
the brand by associating low prices with low quality.
Action items
Clarify value proposition, Enhance product details
This data highlights the price range where users are equally divided between considering the product "expensive" and a "bargain".
Action items
Enhance search algorthm to show sunglasses in ascending order so the OPP appears between PME and IPP to create strong price anchoring, visually highlight sunglasses near the OPP with larger images
Using this method I WAS able to identify where the balance between
perceived value and affordability is ideal.
