Creating a standardized landing page template for all licensed collections, reducing design and development efforts by 90%, and allowing teams to launch 9 new collections in less than 12 months.
Licensed Collection Landing Page
ux design @ RuggableroleUX Design Lead
ToolsFigma, Contentful
teamUX Designer,Product Manager, Engineer
TimelineDesign - 2 weeks, Development - 2 weeks
introNew Collaborations. New On-Site Experiences.
Ruggable X offers the washable rugs and doormats you love in exciting new styles inspired by your favorite brands and creators. Featuring collaborations with the best of design, fashion, art, media, and entertainment.
At the time there were 7 Ruggable X collections available, including a collaboration with Jonathan Adler. This collection included some of our best-selling rugs, and produced higher AOV (average order value) than any other collection available at the time.
Plans to launch a second collection with Jonathan Adler were already in the works. This would be 1 of 9 new collaborations launching in 2022.
goalHow might we create custom landing pages for each launch while minimizing development efforts?
With 9 new Ruggable X collections slated to launch in 2022, the eCommerce team needed to improve the design and development efficiency in order to keep up with the launch cadence.
We decided to focus our efforts on creating a landing page template, with content-managed customization. This would allow UX creative freedom, without requiring additional support from the engineering team.
Design ChallengesMultiple Paths. Reusable Components.
The landing page needed to be able to support a variety of content, and available content was entirely dependent on the collaborator. Collaborations with higher profile names like Jonathan Adler, Anna Sui, and Iris Apfel, had dedicated production shoot schedules and would have professional photography and video content available. Lower Profile Collaborations would have to leverage composite images and influencer-submitted content.
Template WireframesCreating one template to support both types of collaborations would be challenging. After discussing with the team, we agreed that creating two variations of the template was within scope if I was able to leverage existing content modules in my design.
High Profile Collaborations
5-10 stylized images from dedicated production shoot
New video content
Collaborator bio
Collaborator quotes
Collections range from 4-8 rug styles in multiple colorways
Collection may include doormats
Lower Profile Collaborations
Limited stylized image, questionable quality
No bio or quotes available
Collections range from 4-8 rug styles in multiple colorways
Collection may include doormats
Defining the processEstablishing a UX Launch Process
In addition to standardizing the landing page design, I created a Collection Launch Template in figma. The file included all the typical deliverables required for a new collection launch; Landing Page Template, Homepage Promotional Assets, App Assets, Licensed Assets (Ruggbale X LP, Badging, and Navigation Logo)
figma template
Launch & Beyond Launching the new page design: The Nina Takesh Collection
Below is a look at the Nina Taskesh Landing Page and Promotional Assets. This was the first collection to launch using the new template. The Nina Takesh collection generated $11M in sales in 2022 and saw a 61% higher average order value from our previous best-selling collection Jonathan Adler 1.0.
IMPACTResults & Next Steps
Templetizing the Ruggable X landing pages helped reduce development efforts by 90%. Once the templates were created, engineering resources were no longer required. Landing page creation would be done within contentful, our content management system by a product or content manager. UX design timeline was also reduced by more than half.
In addition to The Nina Taskesh collaboration, this template was also used to create a new landing page for Jonathan Adler 2.0 - 2 of our top-selling collections to date.
Nina Takesh - $11m in sales, accounting for 2.2% of total sales in 2022, 61% higher AOV than Jonathan Adler 1.0
Jonathan Adler 2.0 - $7m in sales, accounting for 1.4% of total sales in 2022, 39% increase in AOV from Jonathan Adler 1.0
