Express · January 2018
5 options were concepted for a mobile home page test that would result in increased customer interaction and reduced workload for the design, development, and merchandising teams. 3 options were chosen for the test that incorporated new features like a consolidated promotional drawer, gender gating, exploratory navigation, and elevation of editorial stories.
This approach was informed by the results of a test performed in mid 2017. The earlier 3-way test explored a series of user stories and presented the customer with a standard control home page, a utilitarian home page, and a personalized home page with content based on product affinity.