Sears Commercial

Role: UX/UI, Visual Design
Contractors and property owners couldn't shop online at Sears Commercial because the site had no e-commerce capability. The look and feel of the site was outdated as well. Sears customers were still very loyal to the brand, and had close relationships with their Sears reps. I was hired to redesign the site, and enable online shopping capability.

Goal:
In discussions with the team, it was decided that we'd ship an MVP to get our customers shopping online as soon as possible. Due to org changes I wasn't around for final design or launch. But I provided valuable research, and artifacts that would help inform the team's efforts moving forward.          

sears-commercial-portfolio.png

Research:
I conducted contextual interviews with contractors and property owners to gain empathy into their experience with Sears Commercial. I also researched competitor sites to get a sense of how they handled the use cases important to our customers. 

Findings:

  • Customers needed the ability to shop online for Sears Commercial products
  • Product availability, earliest ship date, pick up or delivery
  • Customers were using competitor sites to shop online like Home Depot, Lowes, Grainger, HD Supply...
  • Brand loyalty to Sears was very strong in spite of the fact that they couldn't shop online
  • Mobile was important because many customers were on-site (property owners, contractors) 
  • Ability to create lists is important
  • Ability to easily reorder is very important
  • Show discontinued items with suggestions for replacement
  • Reviews are important from other pros

Interesting observations:

  • Brand loyalty was very strong in spite of the fact that we didn't have an e-comm solution for them

Used interviews, Sears Commercial specific inventory, and competitive research to create a site map focused on an MVP. 

sears-comm-sitemap.png

Started some initial wire frames exploring the features we knew were essential to the MVP experience. Here's an exploration showing availability, and store location option.

Results:

  • Started wire framing the key experiences known to be important to users
  • Started putting wireframe mocks in front of users getting feedback along the way
  • Created foundational research and artifacts informing our process toward an MVP

Future iterations:

  • Implement order tracking visual that's explanatory and give visibility to status
  • Camera integration so customers can share site conditions with delivery team
  • 360 rotating images so customers can get a better view of products