Helping Millions of Deal Hunters Score Big on Black Friday
As one of the most anticipated shopping events of the year, Black Friday attracts millions of users hunting for the best deals. However, BlackFriday.com was facing challenges in meeting users’ expectations for speed, ease of use, and personalization. The website needed to transform into a dynamic platform capable of handling high traffic while presenting deals in an organized, engaging way. Through a comprehensive redesign, including the development of a robust content management system for deal uploads, we delivered a more efficient, user-friendly platform that not only improved user engagement but also boosted conversion rates by 20%. This story delves into how thoughtful design and technical innovation helped BlackFriday.com become the go-to site for Black Friday deal hunters.
Revitalizing a Premier Shopping Hub
BlackFriday.com is a top destination for shoppers looking to navigate the biggest sales event of the year. The site aggregates Black Friday ads, giving users early access to major retailer promotions. While widely used, the platform’s outdated interface and inefficient browsing experience made it difficult for users to find deals effectively. I led the redesign to modernize the site, improve usability, and drive higher conversions.
Roadblocks Holding Users Back
Clunky CMS, Sluggish Updates: The existing content management system was cumbersome, slowing down ad scan updates.
Chaotic Navigation: Users struggled to find deals due to a cluttered layout and weak search capabilities.
Missed Opportunities: The platform failed to surface relevant deals effectively, leading to lost conversions.
Lackluster Mobile Experience: With mobile traffic surging, the design was not optimized for deal hunters on the go.
Blackfriday (before)
Strategic Overhaul for a Better Experience
Built a Smarter CMS for Faster Deal Updates
Developed a flexible backend system for retailers to upload Black Friday ad scans effortlessly.
Enabled real-time deal visibility to keep content fresh and relevant.
Made Deal Browsing Effortless
Introduced a structured categorization system for quicker discovery.
Designed a clean, engaging interface that put usability first.
Supercharged Search and Filters
Integrated advanced filters by store, category, and discount percentage.
Enhanced search functionality to surface the best deals with precision.
Revamped Mobile Shopping for Speed and Clarity
Designed a shopper-friendly mobile experience with touch-friendly interactions.
Ensured ad scans were easy to zoom, scroll, and navigate on smaller screens.
Blackfriday (homepage-new)
Blackfriday (Ad Scan Page)
Blackfriday (Category Page)
Blackfriday (Merchant Page)
Blackfriday (Article Page)
Impact: A Faster, More Engaging Deal-Hunting Experience
20% Boost in Conversions: Improved interface and search tools led to more engagement.
Increased User Retention: Better navigation and filtering encouraged users to return.
Real-Time Content Updates: The new CMS enabled instant deal visibility.
Stronger Mobile Performance: The redesign made BlackFriday.com a go-to resource for mobile shoppers.
Takeaways: What Made the Difference?
A custom CMS gave retailers control and improved deal turnaround time.
A cleaner, more intuitive UI made finding deals effortless.
Prioritizing mobile usability ensured a frictionless experience for on-the-go shoppers.
Smarter search and filtering tools helped users lock in the best deals quickly.
This project reinforced my approach to designing for high-traffic e-commerce platforms: simplify the experience, surface relevant content at the right time, and create a system that grows with business needs. The success of this redesign highlighted the value of a thoughtful, user-first approach in driving tangible business outcomes.