Enhanced Product Options

When purchasing a large appliance item, a modal appears to go through all of the potential customizations you could apply. The previous experience for the modal took the user through 7+ steps. Many times this would result in skipping important steps because the directions are lengthy or unclear, or they would abandon the flow altogether.

Studies showed that users dropped with every new screen of options, leaving us with an extremely small percentage of people that actually made it to cart with all of the options successfully filled out. Our goal was to reduce the number of steps it took to get the customer from clicking "Add to Cart" to the actual cart and make it easier for the user to understand questions to quickly make a decision.

Our UXA was able to find ways to reduce the number of steps taken by creating a new enhanced experience. He came up with an “EZ-Install” strategy, which essentially is a quick-pick way to say “yes” to include all required and optional services and parts needed for installation. A secondary option would allow people to go through each option one by one, and a third option to allow users to just add the item to cart and come back to the options later. Also by working with our copywriters, we were able to clean up a lot of unnecessary content, making it easy to understand every step of the process. If you select the EZ route, we reduced the number of steps from 8 to 3.

The interactive prototypes will take you through flows for various product types.

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