Guided Selling Component
Brief
Selecting the right appliance is not only intimidating but overwhelming. Due to the financial investment, customers need more information and higher confidence prior to purchasing an appliance.
The Mindset: Imagine you're in-store shopping for a dishwasher. An associate might ask you if you have kids. Why? Because if so, they’d recommend you get buttons located on the top of the dishwasher to prevent them from accidentally pushing them.
The Challenge: How do we bridge the gap between the confidence a customer gains while being assisted by an in-store associate and their online experience.
For the guided selling component, we analyzed popular filters and built a strategy around taking a conversational approach to guiding the customer to the product they want based on their needs.
Process
01. Discovery + research
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The discovery and research phased consistent of understanding what the needs of the customers are when purchasing a dishwasher so that we could select the top considerations to highlight. This consisted of collaborating with data science and analyzing interaction analytics.
02. strategy
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The strategy part of this process was the most difficult part of the project. We were phased with a big challenge: How do we not overwhelm the customer with so many inputs? How do we make it so that it’s not a linear experience? How do we make it conversational so that the customer feels confident in their results? I conducted 6 rounds of wireframes until I landed on, what I like to call, a ‘mad lib’ approach. In conjunction with a content strategist, we worked to define the conversational content.
03. design
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Once we had defined the strategy and the content, I designed the component to sit at the top of the page. I utilized our design system, created dishwasher illustrations, and further defined the interaction.
04. validate
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Once the designs and prototypes were ready, I worked with a researcher to conduct moderated testing on the component. The customers preferred the experience over the filter panel and felt it had a more relevant and approachable nature to it. It also helped to simplify their experience. After conducting the qualitative testing, we released the designs into an AB test with our live customers. While the test results came back neutral, this allowed us to collect data that we can leverage when iterating and scaling to other categories.