A New & Improved Savings Experience
By Jessica Anerella, Product Design at Jet.com
If you’ve been shopping on Jet lately, you may have noticed some recent changes to our website and apps. That’s because, after six months of research, development, and testing, we’ve released a new and improved savings experience that clarifies the real magic of Jet — that prices actually drop as you shop.
This post is a behind-the-scenes look at how (and why) we created this simpler, more thoughtful product to better serve our customers.
Three Ways To Save
Jet launched to the public a year ago. From the beginning, there have always been three primary and unique ways to lower prices as you shop on Jet.
- Building a bigger cart. (a.k.a “Smart Cart” savings.) As you shop, our real-time savings engine highlights items that can be packed and shipped together with other items in your cart. Costs come down when multiple items ship together, so as you add more to your cart, you pay less.
- Opting out of free returns. The cost of a potential return is built into the prices of the items you buy online. When you decline your free return on an item, you save us that cost and you end up paying less. (Note: if you opt out of free returns, you can still return the items, just not for free.)
- Paying with a debit card. Retailers pay a fee for credit card transactions. When you pay by debit instead of credit, it costs us less so you end up paying less.
Offering these savings opportunities has always brought a level of transparency and control into our customers’ shopping experience, empowering them with the tools to save more money at every step of the way.
However, from both our data and from one-on-one conversations with our customers, we realized we could do more to make these savings actions even clearer.
The Jet Savings Lab: What We Learned
We began inviting guests to our research lab at our Hoboken, NJ headquarters to shop on both the old Jet site and on some conceptual prototypes. They spoke candidly about their wants, needs, desires, and pain points during the process. We also used eye-tracking software to see what parts of the site they noticed (or didn’t notice).
At the same time, our team conducted extensive ethnographic research that helped us zero in on our core demographic: the primary household shopper.
Through this work, we learned that we had the opportunity to show savings in a more visible way, upfront and from the get-go. We also realized that by showing more pricing options, our customers would feel more empowered to pick the price they would pay. Lastly, we saw that adding more meaningful motion and clear design elements reinforced how prices were changing across the site.
The New Jet is Here…And Here’s Why We Think You’ll Love It
The new Jet experience does a better job showing (versus telling) customers that “prices drop as you shop.”
Some specific changes you’ll see include:
1. The Search Results Page
We introduced a new pricing display to achieve two goals: 1) to show our customers that Jet’s starting price is competitive and 2) that there’s an even lower price available with extra savings.
2. The Product Detail Page
In the new experience, the detail page breaks out up to four different potential prices based on which saving option the customer selects. With this new display, customers can see the value of Jet in a single snapshot and have more control over their prices.
3. A Persistent Cart Preview
The cornerstone of the new experience is the persistent cart preview.
The new cart preview incorporates a side drawer with eye-catching animation that shows customers how adding more items to their cart actually lowers the price of other items in their order. PLUS, when customers continue shopping, they see prices drop on other items across the site.
From research to design, our entire team worked really hard — and continues to work really hard — to make the latest Jet experience a reality. We look forward to continually iterating on every tiny detail and interaction, all in the name of saving you more money.
We’re excited for you to check out the new experience and let us know your thoughts.