As mentioned earlier, the Shop Modal required more rework after user testing than the rest of the journey. Pictured above is the original Shop Modal, which was tested in a moderated user study with 8 participants. While customers found the information in the modal helpful, they were quickly overwhelmed and noted that there would be a "high learning curve."

To address this feedback, we consolidated the SKU buttons into a table to allow customers to compare all options in a more organized way. Additionally, instead of keeping them in the same SKU selection view when they select an item, we automatically transition them to look at Deals. We originally assumed customers would prefer to have a preview of available deals ('Quick Apply Deals' above) to help them decide on which SKU they want to purchase; however, we learned that customers do not typically deviate from the SKU (i.e. size, container, etc.) they are looking to purchase, and instead prefer to see a refined view of information pertaining to the SKU they selected.