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Lowe's Website Redesign

 

Lowe's Companies, Inc. is a Fortune 500 American company that operates a chain of retail home improvement and appliance stores in the United States, Canada, and Mexico.

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Lowe's Website Redesign

Lowe's has tasked the creative team to conduct full research analysis of their website to improve on the customer's shopping experience on both mobile and desktop platform.

Timeline: 1.5 weeks

My role: Visual Designer, Researcher, Usability Tester, Information Architect

Problem Statement

Users get confused using categories to search an item due to indistinct product categories on the Lowe’s website, and they also confused with the unclear store pickup options. When they do shopping online, they usually get overwhelmed by choices and they don’t’ trust with unfamiliar retailers.

How can I rearrange the product categories and filter on Lowe’s website to help user easily located the products they want and give them clear pickup information based on the product they choose

 

User-Centric Research

To understand users, the team conducted screener survey, contactual inquiry, user interview, usability test , task flow, user flow, user journey, and card sorting.

Task Flow

To understand how users' shopping experience look like, we create task flow.

 
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User Journey

Based on our task flow and persona, I created a user journey to better understand the users.

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Card Sorting

To understand how to organize the content of a website, the team conduct 3 card sorting. First one is  closed, with original categories of Lowe’s. Second one is opened, with just inventories and users created their own categories. Third one is closed, with revised categories for Lowe’s.

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Insights:

  • People were confused about many categories, like: Electrical, Heating & Cooling,  Kitchen, Paint and Storage & Organization
  • People combined the 14 categories into 8
  • There are some items that can be put into more than one categories
 

Business Research

To understand Lowe's business and website structure, the team conducted competitor analysis, comparative analysis, and site map.

Competitor analysis & Comparative analysis

The team compared Lowe's website with 7 competitors.

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Market Positioning

Site Map

Site Map helped me understand the structure of the current website. Based on the card sorting results I proposed a simplified site map.

Current site map

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Proposed Site Map

I separated categories into 3 main parts based on different user group, which are renter, house owner, and building.

 
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Design

After our research, I came a new mobile website prototype in low fidelity.

I tested my Lo-Fi Prototype on 4 users

Task Scenario:

You rent an apt in NYC, you feel you need a humidifier in your bedroom and you want it so badly. You hope you can have it today. You have preference of a certain brand “Crane”.

  • Task 1: Use Lowe’s website to see options without using the search bar.
  • Task 2: You trust the brand “Crane”. How would you find a Crane humidifier and get it today

Average time spent on task: 15mins

Insights:

  • Users tend to browse product first before they find a store to pick up.
  • When they see the “Heating & Cooling” category, they thought about AC, heater or fan, but not humidifier.

Iterations:

  • Added the option of “find a store” on the item lists screen.
  • Change the category’s name to “Heating, Cooling & Air quality”

Mid Fidelity Prototype

Round one

I tested my Mid-Fi Prototype on 5 users

Task Scenario:

You rent an apt in NYC, you feel you need a humidifier in your bedroom and you want it so badly. You hope you can have it today. You have preference of a certain brand “Crane”.

  • Task 1: Use Lowe’s website to see options without using the search bar.
  • Task 2: You trust the brand “Crane”. How would you find a Crane humidifier and get it today

Average time spent on task: 13mins

Insights:

  • Users tended to click on the actual item and then see the options for pickup
  • They misunderstood the “Available for pickup today” and “Unavailable for pickup”

Iterations:

  • Add item pages
  • Make the words “You are close to” bigger size and bold
  • Make the “Available for pick up today” in grey instead of black
  • Change the color of “unavailable for pick up at” from black to gray
  • Make the background color of “see more pick up location options” darker

Round Two

I tested my Mid-Fi Prototype on 5 users

Average time spent on task: 5mins

5/5 testers completed the 2 tasks

Responsive Design

I also created the new prototype in desktop version.

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