MSC Direct
Product
Flow
Leveraging eCommerce best practices to create an optimal buying experience
We created the best product buying flow for MSC Customers by referencing multiple competitors, including Amazon. We took the best from each and built an experience that customers were immediately familiar with, drastically reducing the learning curve and ability to quickly filter and buy.
Even though the site was redesigned 8 years ago, the update was so effective and forward thinking, it’s still in use today.
CASE STUDY
RESEARCH
Finding products on the existing MSC site was difficult and tedious. Through Foresee surveys and site metrics, it was determined customers were giving up while going through the buying funnel. We needed a way to empower the customer so that they immediately understood where they were in the purchase process and to give them the confidence that it was going to be simple and direct.
DESIGN
I initially created hand drawn sketches that I then translated to an online prototyping tool. I then worked with the design team and business stakeholders to refine the design. I looked at Amazon and other competitors to create an experience that was immediately understood and simplified. We removed extraneous design elements and focused more on the products and visuals. This removed distraction and the feeling of being overwhelmed.
CONTENT
We removed much of the front loaded content to the product details page. That way, we gave the customer the info when they needed rather than bombarding them with it all at once.
DOCUMENTATION & IMPLEMENTATION
Once we received some initial feedback regarding the new design and content changes, we were ready to move forward with a broader implementation. I used modern JavaScript libraries and design patterns to implement the site update.