Motion Industries Product Compare Tool
Enhancing the compare tool to help users make more informed purchasing decisions
Introduction
Motion Industries is an B2B e-commerce components and machinery industrial solutions company. Motion Industries began a redesign of its entire website to enhance the overall user experience, improve brand consistency and boost conversion rates.
The goal of this project is to conduct a visual redesign to enable users to easily compare products in order to make more informed purchasing decisions.
My Role
Timeline
Platform
Responsive Web
Team
UX Designers x 4
Product Managers x 2
Engineers x 2
Challenge
The product comparison tool was outdated and in need of a redesign. Currently, the product comparison tool makes it difficult to compare features, specification and pricing between products due to the lack of clear headings and inconsistent use of design patterns. Users need a consistent and scannable way to compare products in order to make informed purchasing decisions.
Result
The final design was developed and implemented. Our team is still awaiting metrics but we predict that the redesign will improve user engagement of this feature by 25%.
DESIGN PROCESS
Auditing the current design
I started by conducting an audit on the current comparison tool to uncover usability issues, note design inconsistencies and identify areas for improvement.
Research helped me develop key strategies for an effective product comparison.
Due to constraints on time and budget, I leveraged existing user research and conducted a competitor analysis to understand pain points, learn about user expectations and prioritize features and functionality.
1
Support scannability
Make the table easy to scan for differences, similarities and keywords
2
Give users control
Allow users to ability to remove or hide identical attributes
3
Use sticky headers
Help users know which column is for which product when scrolling
FINAL DESIGN
Enhancing scannability and increasing design consistency
Our team prioritized cohesiveness and consistency by utilizing existing guidelines and patterns from our design system as much as possible. This would ensure consistency and lower engineering effort. Our newly established design system ultimately sped up the design process, allowing me to focus on improving the usability of the comparison tool.
After rounds of iterations and discussions, we finalized the design to be ready for development. We decided that a purely visual redesign with minimal content updates would be more feasible for the time being. We decided to hold off on updates to product specifications as this would become a larger undertaking than we anticipated.
