Peter McNulty
Peter McNulty

HA

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All the photos in this template are taken by the talented photographer Akos Major.

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Client: Sears, Hard-lines BU

Program: Home Appliance Shopping experience Vision 2012-13 and experience roadmap.

Overview: "Customer time of need Scenarios".  Looking to take how customers shop for Home Appliances to the next level. 

Role: Creative Director , Creative, UX, Strategy Direction and Team Oversight

Team: Cross-functional team of Design, UX, Product, Development and BU client partners.

Goals:

  1. Drive growth and sales online with a landmark experience and innovative features

  2. Upgrade our brand presentation - leveraging our expertise - to build stronger customer confidence - Visual Story

  3. Cross-pollinate feature sets/experiences in our ecosystem to better engage our customers across all channels

Focus: 

  • Visual story

  • Suggestive Selling

  • Assistive Filering

  • Product "Finders"

  • Cross-Sell /Bundling

  • Navigation / Refine Taxonomy Structure

Approach:

  • Primary & secondary research

  • Experience hypothesis & definition

  • Persona development

  • Experience definition (Design Thinking Workshops)

  • Sketches

  • User flow definition

  • Visual style and grid definition

  • Visual design

  • Experience architecture development (Responsive)

  • Wireframe

  • Interaction modeling & feature design

  • Rapid Prototyping

  • Iteration planning agile

User Research

Journey Mapping & Product Lifecycle

This is a conceptual model of a person's full cycle of experience with an appliance, from the first awareness of need, through ownership and time to replace it.

This is a conceptual model of a person's full cycle of experience with an appliance, from the first awareness of need, through ownership and time to replace it.

Personas: Home Appliance shoppers

Pam Kamel "Sophisticated Shopper"41 yrs oldMarried with 2 kidsTop 3 needs1. Fit in her existing space2. Craves Stainless3. Needs it ASAP

Pam Kamel "Sophisticated Shopper"

41 yrs old

Married with 2 kids

Top 3 needs

1. Fit in her existing space

2. Craves Stainless

3. Needs it ASAP

Nick & Amy "Homebuilders"28 & 26 yrs oldMarried with 1 babyTop 3 needs1. Price2. Appearance3. Capacity

Nick & Amy "Homebuilders"

28 & 26 yrs old

Married with 1 baby

Top 3 needs

1. Price

2. Appearance

3. Capacity

Hector "Affluent Bargain Hunter"37 yrs oldSingle and loves to cookTop 3 needs1. Upgrade to his dream cook top2. Cook top & dishwasher need to match his refrigerator3.Convection

Hector "Affluent Bargain Hunter"

37 yrs old

Single and loves to cook

Top 3 needs

1. Upgrade to his dream cook top

2. Cook top & dishwasher need to match his refrigerator

3.Convection

Experience Strategy

Experience/Product Vision 2012 - Home Appliances. Sears Hard-lines BU, clientScenario 1 - Make it easier to narrow down to a set of products that meet each customer's needs - when they need it.Features: Narrow by filter, Contextual help, Product com…

Experience/Product Vision 2012 - Home Appliances. Sears Hard-lines BU, client

Scenario 1 - Make it easier to narrow down to a set of products that meet each customer's needs - when they need it.

Features: Narrow by filter, Contextual help, Product compare

Scenario 2 - Expand sears customer touch points to connect customers to Sears experts - get advice anywhere.

Features: Visualization, Contextual cart layer display "Ghost cart", Video guided selling tool, Product Recommendations, Shopper Re-cap (Online to Store), First drive companion app., My Appliance Page (Product details and Service information)

Scenario 3 - Remember our customers' pervious visits, purchases, and other relevant data to support and streamline their shopping experience - Personalize.

Features: Smart search "Rapport", Selling by Appliance Package Sets

1 - Storyboards

2 - Storyboards

3 - Storyboards

Experience Design

User Experience research, sketches, and interaction designFeatures: Product "Finders", Cross-Sell / Bundling, Navigation / Refine Taxonomy Structure, Suggestive Selling, Assistive Filering

User Experience research, sketches, and interaction design

Features: Product "Finders", Cross-Sell / Bundling, Navigation / Refine Taxonomy Structure, Suggestive Selling, Assistive Filering

Design System

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