Product Finders

Established standards for structure and interaction of product finders - tools used to help customers narrow down products to a small set of recommendations based on their preferences and needs. Presented as a virtual conversation with a Sears Blue Crew member, the finders provided a simple, consultative sales process that mimics the best aspects of an in-store experience.

Platforms:

 

Design Challenges

  • Shoppers have difficulty making decisions around high-consideration purchases in product categories like home electronics and home appliances
  • These types of products are often overloaded with features and can be highly technical, so shoppers struggle with knowing what things to consider and compare when making their decisions
  • In-store shopping allows customers to interact with a knowledgeable associate to remove some of the stress, but that experience was not available to online shoppers

Opportunities

  • Provide confidence in high-consideration purchases and mitigate buyer’s remorse
  • Humanize the online shopping experience, helping customers find an ideal product by asking needs-based questions often asked during an in-store shopping experience; design goal was to simulate an in-store experience with an expert
  • Instill confidence in the decision so that shoppers will convert on Sears.com rather than shopping around

How I Made a Difference

qualitative research

In-field interviews were conducted with top-performing store associates to understand common customer questions and topics on which they often need to educate customers

Low-fidelity concepts

Quickly produced several low-fidelity concept sketches that could be shared early with widely-dispersed product owners and business stakeholders

Low-Fidelity Concept Sketches

Low-Fidelity Concept Sketches


Design POV

Templatized approach used to reproduce a consistent experience across multiple product lines for high-consideration purchases

Product Strategy

Steered stakeholders away from “re-packaging” attribute filters and maintained focusing on lifestyle and behavioral questions (e.g. “How far do you usually sit from the TV?” vs “What size TV are you looking for?”)

Question Page Template

Question Page Template

Results Page Template

Results Page Template


Visual clarity

Designed illustrative graphics and content for the decision-making process while not obscuring the choices or creating friction within the shopping journey

Show & tell

Introduced requirement that recommendations clearly outline reasons product results were selected

Splash Page

Splash Page

Sample Question Page (Screen Distance)

Sample Question Page (Screen Distance)

Sample Question Page (Peripherals)

Sample Question Page (Peripherals)

Product Matches

Product Matches

 
gps_matchmaker_loading.jpg

Selected Product Finders launched


Outcomes

  • Resulted in a 239% increase in conversion compared to conventional search and browse shopping
  • $2m in revenue in the first 6 months
  • $10m projected revenue for the first year
  • Expected to deliver even greater returns once finders were made more discoverable on the site; I located gaps in promoting/surfacing finders that was affecting engagement
  • Expanded to other departments: cameras, water heaters, GPS devices, laundry, refrigerators, tractors and mowers, mattresses, treadmills, and tires