View All Passes Page - Mobile Filters

01 - Planning and Discovery

Our project focused on redesigning the filter experience on the View All Passes page of epicpass.com. We hypothesized that this redesign would help guide guests to the most suitable pass product, potentially leading to a higher Orders per Visitor (OpV) rate. Our approach was based on data indicating that users who interact with filters tend to have higher OpV and Add to Cart rates, with an even more significant impact observed among mobile users. The target audience for this project was specifically users who accessed the View All Passes page on the Epic Pass website.

02 - Research

For the research phase, I analyzed filter designs on various product pages across different websites. This examination provided insights into design trends and best practices. I identified patterns in filter presentation, organization, and interaction. This exploration informed our design approach, ensuring alignment with user expectations while allowing for potential innovations to enhance the user experience.

03 - User Experience Design

Using the patterns and trends from the research phase, I first worked on some rough wireframe ideas and then expanded to full designs to continue exploration. We eventually landed on a final design that the team agreed was the right fit and feasible to implement in the allocated amount of time.

04 - Testing and Validation

We evaluated this design through an A/B test, comparing our new filter design against the existing one. This method provided valuable insights by randomly assigning users to either a control group (existing design) or a test group (new design). We gathered quantitative data on our key performance indicators (KPIs): filter usage and its impact on Orders per Visitor (OpV). This data-driven approach ensured our design decisions were based on solid evidence.