Customer Profile
Beginning in 2010, the customer profile UX team, comprised of several UXAs, Visual Designers, and Product Management teams, began a comprehensive redesign of the customer experience related to profile, with the goal of consolidating elements from varying contexts beneath the Sears umbrella, creating a single, unified experience for customers to manage their contact information, payment methods, social network engagement, shopping lists, and order centers (to name a few).
Beginning in 2010, the customer profile UX team, comprised of several UXAs, Visual Designers, and Product Management teams, began a comprehensive redesign of the customer experience related to profile, with the goal of consolidating elements from varying contexts beneath the Sears umbrella, creating a single, unified experience for customers to manage their contact information, payment methods, social network engagement, shopping lists, and order centers (to name a few).
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Framing the space
Paramount in our approach was understanding the way users connected with the SHC ecosystem across sites and channels. We connected with users using interviews and surveys to better understand how they chose to engage with us, and how their behaviors across the site influenced their desire to engage with Sears across channels. Extensive persona generation and customer journey development helped frame the vision for the future of an integrated profile. These customer journeys helped build team understanding as well as articulate the vision to key stakeholders across the organization. Further, they helped springboard design and prototyping activities for user testing. |
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Concepts and Ideation
Knowing our user’s story, we then set upon the process of designing the experience. We engaged in several rounds of rapid-iterative evaluations with users to refine the concept, using a mix of high- and low-fidelity prototypes, while card sorting activities helped frame the structure of the profile taxonomy. Rapid-iterative evaluation sessions enabled us to quickly identify usability problems and make immediate updates. This nimble approach allowed us to close the gap on issues identified quickly and correct them for subsequent testing participants. Breaks in the session were used for ideation and prototype updates, with the design team working rapidly to modify the design between participants. |
Final Design
The final design was well received across the organization, and continues to support growth and expansion for the enterprise.
The final design was well received across the organization, and continues to support growth and expansion for the enterprise.
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Launch and results
After several rounds of testing, we arrived at an approach that met user’s needs, while at the same time providing a flexible, extensible framework, enabling the business to expand the role and scope of the Customer Profile in an effective and sustainable way. This redesign had many positive effects for the organization:
After several rounds of testing, we arrived at an approach that met user’s needs, while at the same time providing a flexible, extensible framework, enabling the business to expand the role and scope of the Customer Profile in an effective and sustainable way. This redesign had many positive effects for the organization:
- 4-point increase in Customer Satisfaction score related to Customer Profile and Order Center
- Average annual savings of $250k in customer service calls related to Customer Profile and Order Center
- Overall decrease in development efforts associated with Profile-related projects by creating a more stable and extensible framework