Shoppable 404 Pages

USPTO Database - U.S. Patent 9,704,166 >

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.  

Platforms:

 

Design Challenges

  • 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

Opportunities

  • 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

Concept

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

Whiteboards

Led brainstorms to flesh out the idea and lock down key components of the the experience and highlight open issues to explore and resolve

404-Whiteboard.JPG
Whiteboards of different layout options and core concept

Whiteboards of different layout options and core concept


Design POV

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.

Whiteboarding different layout options

Whiteboarding different layout options


Concepts

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.

Member concept - loyalty points example

Member concept - loyalty points example

Small kitchen appliance concept - alternate product price discount example

Small kitchen appliance concept - alternate product price discount example

Apparel concept - category coupon discount example

Apparel concept - category coupon discount example

Electronics concept - alternate product with discount example

Electronics concept - alternate product with discount example


Outcomes

  • Patent issued July 11, 2017 - U.S. Patent 9,704,166
  • Idea could be scaled to all parts of the business and offers variable enough to support different promotion types

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