Lowe’s had created a new in-store experience with a goal of inspiring the customer. To stay consistent between channels, an upgrade was needed for the showroom experience on lowes.com.
I led the effort to create this digital experience for desktop and mobile devices working with merchants and other UX professionals. Creating flows, wireframes, utilizing data and other research, I worked to create a solution that would not only work for this showroom experience, but future ones to come. My solution has since become the standard for anything collection based on Lowes.com.
*To comply with Lowe’s non-disclosure agreement, I have omitted confidential information in this case study. The information provided does not necessarily reflect the views of Lowe’s.
The original lighting experience lacked any sort of flow. In a way, you could say that it was just there. The shelves weren't always full, the light bulbs used on display products had no semblance, and often you would find items from collections scattered. When you search a collection on the website, you're taken to a list-page with all the products; something not ideal if you're trying to learn about the collection. Our ambitions were to create a strong foundation that embraced the new experience being implemented in stores.
Our high level goals were to:
We started the project by taking a store visit to see the new lighting experience that was to be implemented in all stores. We got a chance to see and hear why their approach was necessary. They talked about many things e.g. how different light bulbs can entirely change the look and feel of a room; something I really gave no thought to prior to the visit.
We left the store feeling apprehensive but properly educted, inspired but daunted by the task ahead, and ultimately welcoming of the task ahead.
As the project progressed and we began to understand how users were getting to the lighting experience online, I laid out a user flow mapping ways customers would journey to pages where they could buy items within collections.
The wireframes I created served as the main selling tool to get all the stakeholders onboard and excited to see our design concepts. Leveraging components that already existed, I was able to convince not only the stakeholders, but other high-ups in the company that collection selling was possible on the site.
“Appeal to customers’ reason and they’re yours for a day. Appeal to customers’ emotions and they’re yours for a lifetime.”
With our collection selling pages, we set out to inspire, educate and then lastly sell to the customer. We didn’t want to immediately show product. Instead we decided to take customers through a journey. That journey allowed the customer to imagine what the products could look like in their home. Paired with "romance" copy, we were able to create a feeling for each page.
After the success of the project, we had a creative summit that brought together other people in the business that could take this experience to the next level. We then plotted a course to imagine what collection selling could turn into. Not only was it a way to group items from a collection, but it was an opportunity to cross-sell products and other services customers may not be aware of when looking at specific collections.
The current experience is great and is the best of what we can do with our current capabilities, but it lacks any type of interaction. What if you were to come to a lighting collection page and were greeted with a collection-based video instead of cluster of images? What if you could filter products by type and by their finish? What if the educational piece was a video that explained different types of lighting and recommended types for each room vs. a static graphic?
I took all those questions into account while preparing to create a 'what-could-be' solution for the future version of collection selling. Through this mockup, it was shown that the future solution is closer to reality than we thought by modifying existing components already in our design system.
This new approach proved effective and got us asking ourselves, "Why stop there?" This style applies to a large number of categories that would do collection based selling. I then created a 'what if' concept for another large collection based experience: Patio.
Patio is one of Lowe's top-selling categories. A big part of the selling experience is inspiring the customer. In-store they do a great job by showing not only a featured collection/set, but also showing that collection/set with coordinating acceessories. With digital, we're able to do that and so much more.