Emma Melkonian
UX/UI Designer
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Sony Store AU

(2022)
Client
Sony Store AU
Service
UX/UI Design, Web Design

Project Overview

Sony were looking to enhance their online user engagement through the introduction of a more intuitive ‘My Account’ experience and personalised pricing features, such as price alerts and price matching.

My Contribution

I was responsible for all client communication and design iterations through JIRA. During the research phase, I conducted meetings with the client to gather their user needs and competitor analysis. During the ideation and design phase, I crafted high fidelity prototypes while contributing to the information architecture. Here I created the user-flow of the account creation, logged in experience, pricing match/alerts and produced an interactive prototype using Adobe Photoshop.

Challenges

Sony Store users did not have access to intuitive account dashboards and therefore, did not have anywhere to store their order information. They also had trouble locating their order history and saved payment options. Users were directed to another page to log in or create an account, redirecting them when browsing the site or product page.
Users were clicking off the Sony site to search for lower prices elsewhere, especially for higher priced items. This led to a bounce rate of 56%.

Design Outcome

My Account

To enhance the user experience and simplify access, I created a 'My Sony' account dashboard that centralises essential information and pre-saved data. It includes their order history/status, management of payment options and the ability to register their Sony products.
Users can now use the 'log in' button in the header to trigger a 'sign in' or 'account creation' flyout. They can access this without clicking off the page they are viewing. Once logged in the browser refreshes as the the current page without being redirected, providing a smoother, uninterrupted browsing experience.

Price Match / Price Alerts on PDP

To reduce site abandonment and support customer confidence, I designed a price match request feature directly in the sticky "Add to Cart" bar, along with price match and price alert buttons on the product detail page (PDP). These additions were crafted to maintain user engagement and minimise the need to leave the Sony site to compare prices, especially for high-ticket items.
The price match button allows users to request a match for a lower price found elsewhere, providing immediate reassurance of value and reinforcing Sony’s competitive positioning. Meanwhile, the price alert button gives users the option to be notified of any price drops, making it easy for price-conscious customers to track deals without additional effort.
Both the price match and price alert functionalities appear as flyouts on the PDP, allowing users to interact with these features without being redirected. This creates less points of friction in the shopping experience and enhancing user satisfaction. This functionality reduced the site bounce rate by 14.29%, to achieve a 48% bounce rate.

Reflection

Teamwork and correspondence with the client was crucial for this project’s success, with everyone working together to ensure a smooth rollout and plenty of time for QA. One of my key learnings was the need for early-stage user testing and feedback, especially when implementing new features that directly affect user behavior. While the added flyout functionality and on-page tools reduced clicks and kept users on-site, a more iterative testing phase might have allowed us to refine these elements further, ensuring even greater ease of use and alignment with user expectations.
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