Context

Marketing leadership noticed the North American iRobot “Deals” page was underperforming. In preparation for the upcoming holiday season, they wanted to understand why and ensure it was optimized to better convert for Black Friday.

Design thinking prompt

In what ways might we use content and site structure to guide users to the best products for their holiday needs and communicate that shopping with iRobot will meet those needs?

Design thinking solutions

1. Make it easier for users to understand benefits of buying direct: Add a benefits banner.

2. Make it easier for users to scan discounts: Add value and savings flags.

3. Make it easier to use: Improve jump link functionality.

4. Make discounts more visible above the fold and give users the “why.”

5. Give users useful information: Add a “no shipping” gift card banner.

Results

Quantitative Web Results: The products featured on the “Deals” page met or exceeded sales benchmarks during the holiday sales season.

Qualitative Organizational Results: My collaboration strategy strengthened the relationship between the UX and North American market teams. Regular co-creating sessions became a new standard between the departments.