My Framer Site

Product Tiles

Blackbird — 2022

Disclaimer

May be silly, but I feel the need to say I don’t consume cannabis products and most of the people I worked with at Blackbird didn’t either.

This was an E-Com B2C business and was just a job, the contents aren’t reflective of my lifestyle in anyway.

Disclaimer

May be silly, but I feel the need to say I don’t consume cannabis products and most of the people I worked with at Blackbird didn’t either.

This was an E-Com B2C business and was just a job, the contents aren’t reflective of my lifestyle in anyway.

Disclaimer

May be silly, but I feel the need to say I don’t consume cannabis products and most of the people I worked with at Blackbird didn’t either.

This was an E-Com B2C business and was just a job, the contents aren’t reflective of my lifestyle in anyway.

My Role

Lead Designer — Visual Design, Interaction Design, Prototyping, User Testing

Timeline

May - July 2022

Product / Project Overview

Redesign the product card to be visually more competitive and to allow for more space within the tile for future feature development (bundles, location info, badges, etc.)

Design Goals

Improve shopper experience and meet modern accessibility standards.

Old Tiles

New Tiles

Results

Average Order Value climbed

from ~$140 to ~$170

Average Order Value climbed

from ~$140 to ~$170

“The product cards and menu look very clean, this speaks to the effort you all put into the menu, ensuring it looks great on any device.”

— Pure Tonic Dispensary

“The product cards and menu look very clean, this speaks to the effort you all put into the menu, ensuring it looks great on any device.”

— Pure Tonic Dispensary

Our new tiles meet WCAG standards around font size, color contrast, and button size.

Paved the way for easier component iteration for mother product tiles and bundle product tiles and displaying ratings.

Our new tiles meet WCAG standards around font size, color contrast, and button size.

Paved the way for easier component iteration for mother product tiles and bundle product tiles and displaying ratings.

Prototype Video

Why?

The Product Team and other stakeholders had a long list of features they wanted to add to the e-commerce platform, many features would either need new product tiles on their own or could potentially establish odd UX patterns.

One of the major design concerns was around accessibility. A lot of the text on the product tiles didn’t meet WCAG and with Cannabis being partially medical we wanted to make as many improvements as we could around buttons and font/contrast choices.

Everyone had opinions on how the product tiles should look and feel, but we had no data on what was really important to our consumers.

User Survey

A quick user survey gave me some direction as to what needed to be prioritized on the product tiles.

THC / CBD test results being very important to our shoppers also reinforced our desire to reduce the product display count on screen from 4 to 2.

This allowed us to feature THC / CBD much more prominently than we were before.

We also ran a separate poll where our shoppers voted between a redesign and the original tiles with 60-70% being in favor of the tile redesign and appreciating more readable text.

THC / CBD test results being very important to our shoppers also reinforced our desire to reduce the product display count on screen from 4 to 2.

This allowed us to feature THC / CBD much more prominently than we were before.

We also ran a separate poll where our shoppers voted between a redesign and the original tiles with 60-70% being in favor of the tile redesign and appreciating more readable text.

Design Exploration

Rapid exploration, prototyping, and gathering feedback from stakeholders, users, and engineering.

Competitors

Keeping things Unique

Honestly, coming up with a new product tile was difficult and took a fair bit of time.

Our competitors had solid looking and functioning tiles, and standing out in the Cannabis industry is hard.

We also had the constraints of an iframe to work around since many of our menus were embedded on client websites, so modals were often times buggy due to being based on a view port.

We needed variant selection to be a part of the card itself, which led to exploring and iterating the overlay.

Honestly, coming up with a new product tile was difficult and took a fair bit of time.

Our competitors had solid looking and functioning tiles, and standing out in the Cannabis industry is hard.

We also had the constraints of an iframe to work around since many of our menus were embedded on client websites, so modals were often times buggy due to being based on a view port.

We needed variant selection to be a part of the card itself, which led to exploring and iterating the overlay.

Part 2 - Marketplace Revamp

Hey I appreciate you scrolling this far!

Finishing the Product Tile Revamp segued immediately into revamping and improving Blackbird Go - the companies Cannabis Marketplace.

Hey I appreciate you scrolling this far!

Finishing the Product Tile Revamp segued immediately into revamping and improving Blackbird Go - the companies Cannabis Marketplace.

Product / Project Overview

Revamp to begin funneling customers through Blackbird’s Mother Product page to establish new user flows and behaviors such as price comparisons across dispensaries, as well as begin surfacing products sooner than later.

Design Goals

Improve shopper UX and information hierarchy - especially for new users/first-time shoppers.

Prototype Video

Original Screens

User Flow

We initially started by creating 2 new user flows (Brand & Product) and listing out some potential UX improvements for the pages we would be covering.

The largest UX goals being Add to Cart from the Mother Product Page and surfacing products on the Marketplace’s home page.

We initially started by creating 2 new user flows (Brand & Product) and listing out some potential UX improvements for the pages we would be covering.

The largest UX goals being Add to Cart from the Mother Product Page and surfacing products on the Marketplace’s home page.

Revamped Screens

One of the larger aspects for this project included fully revamped UX for the home page of the marketplace and numerous component updates as well as differentiated flows based on new/returning shoppers.

The other large change was to surface Blackbird’s massive catalog of Mother Products so shoppers could browse specific products across Dispensaries easier.

The revamped header/nav was still a work in progress and likely would have been pushed to v2.

Revamped Screens — Mother Products

Mother Product Pages have been of little use to shoppers before this update - they could add to cart, but a funnel for dispensary order fulfillment wasn’t fleshed out.

In addition to building out the flow for adding to cart, we wanted to surface a lot more product detail like available variants, pricing, sales, cashless payments, etc. We had all of the information readily available, but weren’t surfacing it in any way.

Now shoppers could easily compare prices across dispensaries on at a high level to make the best decision based on their needs/wants.

Revamped Screens — Brand Pages

Brand pages would also receive updates as part of this project. Mother product tiles received an update with price ranges and availability counters. We also added filters and product searching to brand pages.

Results

Well.

Unfortunately and shortly after positive internal stakeholder feedback and prepping for user testing started - Blackbird Logistics was shutdown by the parent company, Herbl Solutions.

Such is life.

It was a fun project - I learned a lot about complex information architecture and was pretty proud of the work and direction we were going.

Well.

Unfortunately and shortly after positive internal stakeholder feedback and prepping for user testing started - Blackbird Logistics was shutdown by the parent company, Herbl Solutions.

Such is life.

It was a fun project - I learned a lot about complex information architecture and was pretty proud of the work and direction we were going.

Thanks for looking!

Happy to share more!

Reach out to me at ssmithgall@gmail.com

Happy to share more!

Reach out to me at ssmithgall@gmail.com

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