As a department store there are a number of opportunities for cross shop and product matching.
With the objective of increasing attach rate, AOV and helping customers to discover what products work well with or are compatible with a seed product.
With the objective of increasing attach rate, AOV and helping customers to discover what products work well with or are compatible with a seed product.
The Process
I investigated ways we could do this by collating existing data, insights and journey analysis. Performed competitor research, stakeholder workshops using user scenarios, current pain points, how might we (potential opportunities) and then ideation
with clearly defined hierarchy and structure looking at when and where to show cross shop products either as a functional match or inspirational match. This also extended into the further opportunities to upsell related services in addition to products.
with clearly defined hierarchy and structure looking at when and where to show cross shop products either as a functional match or inspirational match. This also extended into the further opportunities to upsell related services in addition to products.
Ideation & Designs
The outcome resulted in a number of ideas and prototypes ready for user research and testing.
User Testing & Prototyping
Colour match beauty products if a user selects a shade foundation, offer pre selected colour suggestions for products that work well with seed product.
Complete the look/shop the set for fashion products offer matching products or similar options. Using visual matching technology to locate the products shown on the product images or offer closest match.
User Testing Insights
Participants were asked how encountering a bundle component when shopping in a beauty, fashion or tech scenario would affect their experience.
Most participants said that the component is a nice-to-have, something they’re used to seeing when shopping online. The main reason why they’d find it valuable is because it would save them time and effort by bringing together products that are meant to go together, instead of making them go look for products on the website.
One participant mentioned that, when shopping for beauty products, this component could provide some inspiration
Using the insights from the user testing we then adapted the design and put it forward to AB Testing which it performed well increasing AOV, Conversion and Get to Product metrics, more work was needed to ensure the data feed was accurate to select fully compatible items across a wider product range.
Multi purpose designs for drawer modal, activated on click of add to basket on PDP or click of checkout button on basket
'Buy together with' - Basket model
In addition to offering cross shop opportunities on PDP pages, I designed an individual product specific solution we could test for basket, usually we offer recommendations as a carousel on basket but these are based on what customers purchased with any of the products in the users basket so results can be a mismatch of product types and quite unrelated.
My idea was to provide 'Buy together with recommendations' at individual product SKU level this way we are able to target helpful suggestions and make them related to that product and even colour. For example if you buy this blue toaster you may also want the matching kettle and maybe a useful chopping board. By making the model more product specific and useful to customers we would expect this to yield a higher success of attach rate.
When a product has gone out of stock in a users basket we can use the same model to offer similar alternatives.
My idea was to provide 'Buy together with recommendations' at individual product SKU level this way we are able to target helpful suggestions and make them related to that product and even colour. For example if you buy this blue toaster you may also want the matching kettle and maybe a useful chopping board. By making the model more product specific and useful to customers we would expect this to yield a higher success of attach rate.
When a product has gone out of stock in a users basket we can use the same model to offer similar alternatives.
