Designing the Fast Lane of Tech
Problem
Newegg competes in the same arena as Amazon and Best Buy, selling fast‑moving tech hardware to shoppers who expect lightning‑fast deals, up‑to‑the‑minute specs, and a seamless checkout—on every screen size. Yet the site’s campaigns and product pages were built piecemeal, resulting in visual inconsistency, slow production cycles, and missed opportunities to turn browsing gamers and PC builders into repeat customers.
Goals
- Campaign Velocity: Launch weekly promos and monthly tent‑pole events without sacrificing visual polish.
- Experience Quality: Give shoppers an intuitive, mobile‑first journey from banner click to “Buy Now.”
- Brand Cohesion: Reinforce Newegg’s tone—geek‑friendly, deal‑driven, trustworthy—across every asset.
Business Goals
- Lift Conversion Rate: +12 % on campaign landing pages within two quarters.
- Grow Average Order Value: Promote bundles and add‑ons during high‑traffic events (e.g., Black November).
- Strengthen Loyalty: Increase repeat‑purchase frequency by showcasing Newegg’s perks (EggPoints, Premier, same‑day will‑call).
Research Insights
- Speed Wins: Usability tests showed a 23 % drop‑off if pages loaded slower than 3 sec on mobile.
- Deal Hunters vs. Spec Nerds: Two dominant behaviors emerged—some users filter by lowest price, others dive into spec sheets; both hate scrolling past irrelevant banners.
- Trust Factors: User reviews and “Ships from Newegg” badges are decisive; burying them cuts purchase intent in half.
Competitive Analysis
| Competitor | Strength | Gap We Exploited |
|---|---|---|
| Amazon | One‑click checkout, massive inventory | Lacks deep PC‑build content & enthusiast tone |
| Best Buy | In‑store pickup | Sparse component selection during flash sales |
| B&H Photo | Expert videos | Slow mobile site on sale days |
User Personas
| Persona | Snapshot | Key Needs |
|---|---|---|
| DIY Dave (29) | Builds PCs every 18 months, hangs out on r/buildapc | Filter by chipset, compatibility charts, bundle discounts |
| Gamer Grace (24) | Streams on Twitch, follows GPU drops | Real‑time inventory, promo codes, quick mobile checkout |
| IT Manager Ian (41) | Buys in bulk for a 50‑seat office | Tiered pricing, spec sheets in PDF, Net‑30 invoicing |
Solutions
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Modular Campaign System
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Designed a library of responsive components in Figma, mapped to Bootstrap breakpoints, so any product owner could assemble a sale page in hours instead of days.
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Built HTML/CSS templates with token‑based theming—changing the “Gaming Week”.
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Data‑Driven Visuals
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Connected Google Optimize to each campaign template; A/B tests on hero messaging and badge placement lifted click‑through 18 %.
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Cross‑Functional Workflow
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Embedded with product owners to capture requirements, groom stories every Monday, and ship creatives every Thursday.
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Continuous User Validation
