Product and Search Results Listing

Lowes

Date

2021

End Client

Lowe’s Home Improvement

Role

UX Leadership
UX Design
UX Strategy
UX Research
UI Design
UX Writing

+52.4MM

in annualized
revenue for 2021

Why are so many customers searching for products and bouncing of our results pages before clicking on any of our products?

By breaking down our customers’ shopping journeys and understanding what they want to see, when and where they want to see it — we increased product find-ability.

Disciplines applied:

UX Research | UX Strategy | Content Strategy | Information architecture | UX design

Core Contributions

Multi-disciplinary and cross-functional collaboration: We worked with research teams from multiple team verticals to measure the value of different recommendations, product education modules, and marketing/brand banners during different parts of our customer’s journey.
Alignment workshops: I created visual assets and research documents and led workshops to help align Product, Business & Marketing teams to a user-centered approach of focusing on customers’ intent when shopping our PL/SL pages.
Mobile-first: I advocated testing a unique mobile solution that didn’t need to resemble our desktop experience 1:1 but stand on its own.

Some changes we made

Collaboration with Marketing: We worked closely with the marketing team to decrease the size of banners significantly while still allowing enough space for their content.
Testing customers’ “ready to buy” points and timing: We tested different different recommendation carousels to understand which are helpful and welcome to Lowe’s customers on a Product / Search listing results page. where our pages come into place to help customers convert their buy intent into action.
Page Loading Performance: We also dived into which carousel algorithms are affecting page loading times and performance – as this was a key and enormous Lowe’s customer pain point, especially on PLP/SLPs.
Conversational Design: We aimed to mirror a Lowe’s human in-store shopping experience when designing the digital one. Product discovery for DIY Lowe’s customers happens when they can ask an expert for help and be pointed to the product they need – without upselling or distracting them with other things.
Readability: We changed text alignments and their placements on the page to increase readability and decrease vertical space to get to Product results

Results

By reordering the taxonomy and hierarchy of information (while removing others) at the top of search and product listing pages, we saw immediate results, decreased bounce rates and increased conversions – driving 53.4MM increased annualized revenue for 2021.