Shoppable 404 Pages
404 pages are shown for a variety of reasons when servers cannot find a requested page (ex. broken links). These 404 pages can be encountered by millions of customers, resulting in a negative shopping experience. This concept reduces negative customer impressions when encountering a 404 page on Sears.com by combining humor with shoppable, relevant offers as a way to "apologize" for the inconvenience. simple, fashion-forward aesthetic to build fashion credibility with a new, younger customer.
- Over 17 million Sears customers encountered a 404 page in a year
- Huge potential loss of revenue as well as a negative customer experience and impression of the brand
- Introduce a new type of commerce page to provide customers with an offer as a way of apologizing for the inconvenience
- Offers must be related to the department or sub-category for the product the customer was attempting to shop for
How I Contributed
The concept was birthed during a project team meeting in which data relating to the high instance of 404 pages had been collected and shared with the UX team
Led brainstorms to flesh out the idea and lock down key components of the the experience and highlight open issues to explore and resolve
The core idea added a form of commerce to the page to reduce the feeling of reaching a dead-end in the way of points, coupons, or discounts for products related to the category or subcategory that pertained to the search or browse path of the customer.
Monetary compensation was only one half of the equation. These pages needed to apologize and humanize hitting a technical issue on the site. Humor and richer artwork were an essential part of the idea.