Problem: Collections were created as a way to curate lists of products from which our users could browse and purchase without requiring any personal shopping time. We often found that users were logged out when we directed them to these pages. The login prompt often turned users away which reduced engagement. 

Solution: Redesign these lists for external use. Optimize for SEO so these pages could rank on search. Showcase our shopper’s expertise and knowledge about the products they were recommending. 

Design: 
(1) To optimize for SEO, I allowed for long, text-rich titles and descriptions. These descriptions were presented as quotes from our shoppers to give them a friendly voice. These quotes also helped showcase our shoppers as experts. 

(2) Left room for a static sign up ad to the right of the collections content. This ad gives context as to what our service is for users coming through organic search. It also gives them a clear way to sign up and see more if they are interested in the service.

(3) Replaced the large “header” image that was originally there with 3 small product images. The header images were hard to source and often looked low-quality and out of context. The product images gave a better preview as to what the list had to offer.

(4) Shopper bios at the bottom of the lists introduced users to the real people that are behind our service.

Results: We started to rank in search results as our shoppers started to build out more collections. Plans to revisit the navigation are still in flight as well as incorporating more search capabilities.