Improving Enhancing Product Findability on Ferguson.com
This project focused on a comprehensive research study to identify and resolve key product findability issues on Ferguson.com, significantly improving the customer search experience and conversion rates.
At A Glance
Ferguson.com faced a significant challenge: nearly 50% of its customers couldn't find the products they were searching for. This highlighted a critical need to understand and improve the search and product findability experience. Our initial hypothesis suggested that many of these issues stemmed from customers wanting to search for products and check store availability without having to log in. This project aimed to holistically understand and address these pain points, ultimately connecting customers more seamlessly with the products they needed.
Challenge
Our core challenge was to pinpoint the specific barriers preventing customers from finding products on Ferguson.com, whether they were logged in or not. We needed to understand the journey of customers before logging in, observing their search and browse behaviors to identify exact moments of friction. Beyond just identifying problems, we sought to determine which issues impacted the most customers and, crucially, which had the most significant impact on revenue. Our goal was to uncover solutions that would resolve the majority of findability issues, ultimately leading to a more intuitive and successful customer experience. The project successfully tackled these complexities, resulting in a 21% drop in unsuccessful search results and an 11% increase in conversion rates from search to product detail pages, demonstrating a tangible improvement in customer satisfaction and business outcomes.
Role:
Lead UX Researcher
Deliverables:
Findings report
User Flows
Methods:
Secondary Research
Heuristic Evaluation
Competitive Analysis
Usability Testing
A/B Testing
Personas
Wireframes
Project Management
Tools:
Adobe Analytics
Decibel Insight
Google Analytics