Mobile Shop
BACKGROUND.
Intel sought to improve the shop on their mobile site so they approached us to develop a strategy to make shopping easy for their mobile site visitors. Analyzing the site traffic, we were able to deduce that Intel visitors are likely to shop by price, location, or similar products.
THE ASK.
To create a new mobile shop experience that helps Intel visitors find the device they want the way they want it.
MY ROLE.
I was the Creative Director on this assignment. We were extremely short on staff so I also worked on the UX and UI Designs (storyboards, wireframes, use case scenarios) and the Visual Designs (Layered and Layer Comped PSDs). I was responsible for walking clients and partner agencies through our concepts, our wireframes, and our designs.
MY PROCESS.
Before wireframing this site, I drew up various use case scenarios to show the journey path of 3 different personas:
- A shopper who already has a device in mind and wants to see what other options are available.
- A shopper who just wants to see what’s nearby so s/he can see the device in person and play with it.
- A shopper who knows what s/he wants but wants to find the best deal.
Depending on the path the user takes, they would be given different information. I.E. Persona 2 (Find Nearby) would get a list of stores while Persona 1 (Have one in Mind) would select a specific device and see results of similar devices to consider. Persona 3 (Want the Best Deal) would select a specific device and see the various prices of online and retail stores.
As I wireframed the site, it was important for me to corral users to where they need to go but also allow them a way to access the other use cases. Personas can be fluid and sometimes one persona can morph into another mid journey. I tackled this by including a toggle on a product description page. This toggle would serve as an entry point to the other paths.
In the design phase, I was careful to follow the stringent Intel brand guidelines. Utilizing modern flat design and clean layout, I made the Intel devices the hero of each page. Where possible, I leveraged rich touch gestures to make the mobile site more app-like. Users would be able to swipe through a carousel, pinch-zoom to enlarge images, and swipe to compare devices. Advanced functionality was not omitted either. For the use cases where the user needs to enter in a device, we’ve included image recognition via the camera on the phone. The GPS was used to find brick and mortar stores nearby. Once the user has found the device that s/he wants, s/he can have the information sent via email.
THE RESULT.
From beginning to end, the Intel mobile shop experience was an easy to use, attractive, and intuitive tool to help people find their perfect Intel 2-in-1, laptop, desktop, or tablet. The client was extremely pleased with the final product and online sales had increased since launch.
