Evolving the home page to be more personalized
Throughout the last two years, I have been directly involved in redesigning the home page to create a personalized experience for customers and allow Staples' merchant teams to market the appropriate content and products to Staples' customers through a wide variety of features including:
- Product tile enhancements
- Personalized user cards
- Product placements within carousels and deals
Product tiles
The Staples.com site had a variety of product tiles across the site, which created a visual imbalance and inconsistency for the customers.
In addition, the user experience was quite confusing. When a user clicked on the cart icon, it opened up an additional set of information where the user would make a second choice rather than adding to cart.
After the successful launch of the daily deals page and the modified tile , we decided to extend this tile across the site. The new tile addressed the issues we were having by creating consistency across site, having clear calls to action on hover and focusing only on the core information needed to make a decision.
I worked with the various teams that used product tiles to identify all of the various use cases and specific requirements to extend the tile.
As the product tile was completely designed, I used excel to capture requirements and various use cases and made modifications directly in the sketch file.
I continue to own product tile enhancements on the site as we add new features and test the interaction with customers.
Contextual personalized cards
In the summer of 2015, the new Staples.com redesign launched with the home page, search results and SKU page. Evaluating the success of the home page, it was determined that the initial home page was not personalized to each customer. In order to address Staples' customer's needs and provide value, it was decided to create a more personalized home page that included product recommendations and utility cards.
Working with many different teams, we identified which utilities would provide the most value right away and also highlight features customers could benefit from using like shopping lists.
“Tracy is an incredibly talented and versatile IA who regularly goes above and beyond to get the job done. She is extremely productive, balancing several projects at a time without missing a beat. She is conscientious, self-motivated, reliable and leads UX projects with a deep and broad knowledge of the product development lifecycle. ”