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WD Simplified Internal Drive Selector

An overly complex selection process left too many users unsure of what they needed, resulting in a high cart abandonment rate.

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Project Results:

  • 115% increase of add to carts

  • 80% increase in sale completion

The Challenge

  • Selector gives impression that all options are mix-matchable, so appears that items are out of stock rather than not offered.

 

  • All variants have equal weighting, so as user interacts with one selection, the others automatically change, creating frustration.

 

  • Users expressed confusion and felt they needed to talk to someone before being able to make a final selection.

Data mapping white board exercise.
Selector, before example.
Selector, after example.

The Strategy

  • Charted all potential variations to determine hierarchy.

 

  • User research supported the hierarchy order from importance of variant in selection process.

 

  • Created guided selection process, without  displaying  nonexistent products. Noted out of stock items with text.

 

  • Changed text links to buttons to align to new Design System and accessibility needs.

 

  • While in there, added the ability to choose a quantity and add product reviews.

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