Intel — Next-Gen Mobile Shop Experience

Shop by Price, Location, or Spec: Personalizing Device Discovery Through Persona-Driven Mobile Architecture

Role & Engagement

Executive Creative Director, Lead UX/UI & Visual Designer
Ansible / IPG Mediabrands for Intel

The Challenge

Intel needed to modernize their mobile web shop to remove friction from the device-discovery journey. Traffic analysis revealed that Intel’s mobile visitors fell into three distinct buying mindsets: shoppers comparing specs to a known device, local shoppers looking to test devices in-store, and deal-seekers hunting for the best price. Intel commissioned our team to re-architect their mobile shopping experience to accommodate these fluid journeys, simplify complex tech specifications, and accelerate path-to-purchase conversions.

Strategic & Hands-On Scope

Persona Journey Mapping
Developed use-case scenarios across three distinct shopper mindsets to define tailored entry points, navigation logic, and information hierarchies.

End-To-End UX/UI Architecture
Stepped in during team resource constraints to lead storyboards, interaction wireframes, use-case mapping, and final visual interface designs.

Cross-Agency & Client Alignment
Walked Intel leadership and partner agencies through structural UX frameworks, wireframes, and high-fidelity design systems.

Brand-Compliant Visual Design
Applied Intel’s core brand guidelines through a clean, content-first layout that made laptops, 2-in-1s, and tablets the heroes of the page.

Central UX Strategy

Fluid Persona Routing & App-Native Interactions

Rather than forcing all shoppers into a rigid product catalog, the experience adapted dynamically based on individual buying intent while allowing fluid pivots mid-journey.

Dynamic Pathing & Pivot Engine

The “Have One in Mind” Path
Users comparing known devices were served side-by-side spec comparisons and alternative Intel-powered recommendations.

The “Find Nearby” Path
Leveraged native smartphone GPS to deliver immediate brick-and-mortar store stockists, maps, and local inventory for users wanting hands-on testing.

The “Best Deal” Path
Surface real-time price-aggregation across online e-commerce partners and local retail outlets for high-intent deal seekers.

Mid-Journey Fluidity
Integrated an persistent toggle on Product Detail Pages (PDPs), allowing shoppers to pivot instantly between price, location, and comparison views without losing their place.

App-Like Touch & Computer Vision Features

Camera-Based Image Recognition
Integrated camera image recognition, allowing shoppers to snap a photo of a device in the real world to match specs and pricing instantly.

Native Gesture Mechanics
Implemented fluid swipe carousels, pinch-to-zoom product inspection, and swipe-to-compare UI, creating an app-like feel directly within the mobile browser.

Frictionless Handoff
Added one-tap “Send to Email” functionality so shoppers could save custom configurations and local store details for later desktop or in-person purchases.

Results & Business Impact

Increased E-Commerce Revenue
Delivered a measurable lift in online sales and retail referral click-throughs following launch.

Fluid Cross-Channel Conversion
Successfully connected online research with physical retail visits via location-aware store locators and saved device profiles.

Client & Industry Praise
Hailed by Intel stakeholders as an intuitive, high-utility tool that simplified their 2-in-1, laptop, desktop, and tablet ecosystems.

Experience Architecture & Technical Execution

Friction Point Mobile-First Solution Measured Business Impact
Rigid Catalog Navigation One-size-fits-all navigation fails shoppers with different buying intents. Built a persona-driven routing engine targeting deal-seekers, local shoppers, and spec comparers.
Fragmented Buyer Journeys Shoppers lose context when switching between price comparison and store location views. Designed a persistent PDP toggle allowing frictionless pivots between shopping mindsets.
Manual Search Friction Entering complex model numbers on small screens causes high drop-off. Integrated mobile camera-based image recognition and GPS-driven store locators.