Optimizing High-Intent Commerce Moments
Validating fulfillment, filtering, and merch systems to reduce friction and strengthen conversion
L.L.Bean sought to improve performance across critical commerce inflection points, including fulfillment selection (BOPIS), technical attribute clarity (SunSmart/UPF), filter architecture, recommendation zones, and bundle promotions.
Through moderated usability testing and A/B prototype evaluation, we identified friction in messaging hierarchy, visibility patterns, and decision sequencing. Findings informed production direction that aligned merchandising strategy with user mental models.
My Role
- Designed and moderated 13 qualitative usability sessions
- Structured A/B prototype comparisons across PDP and PLP
- Synthesized insights spanning fulfillment, filtering, and cross-sell logic
- Defined behavioral principles guiding copy and hierarchy decisions
- Presented actionable recommendations to UX, Product, and Dev stakeholders
