sears brand showcase

PROCESS: Flows, Experience Maps, and Wireframes
ROLE: UX Architect
TIME: June 2016 - October 2016

CHallenge

To create a set of mobile brand showcase page templates (for Sears and Kmart mweb and apps) to be used by internal and external parties to create Sears hosted brand showcase experiences that can be sold to vendors as part of combined deskptop/mobile monetetization packages.

SOLUTION

• Created a multiple layered experience so the user can easily navigate through the brand.
• By using some existing modules, I was able to speed up the building process.
• Broken into multiple navigational layers to dive deeper, learn, and eventually purchase the item.

RESULTS

Companies such as BOSCH and LG have purchased these experiences and are now implemented on sears.com
 

FLOWS

Current Sears Mobile Flow
The current Sears mobile flow is efficient, spare, and branded Sears. This serves "Focused Shoppers" who largely know what they want and are motivated to quickly start searching/browsing. While the current flow acknowledges brand as a reality, it addresses brand only as product filtering within focused shopping. As a consequence, current brand pages are unfindable. 

Introducing a Brand Flow
Expanding a brand DAP page into a multipage Brand Showcase is not enough. An expanded brand experience must be integrated with standard browsing to create a true brand flow serving "Window Shoppers" - customers who enjoy shopping more, but have less immediate motivation or certainty about what to buy. Navigation paths accessed by a new Brand components located within the standard flow will be key. 

Experience maps

Brand Hub
This serves as the homepage for the brand experience where a user can see what the brand is all about from a glance and learn more about their products. By creating visible sections, the user is able to what featured categories the brand has to offer. (click to expand)

Categories
When a user selects a category from the brand hub, they are presented with a featured category. By showing a highlighted feature, companies can convey their best selling points quicker and upfront. (click to expand)

New and Existing Modules
I created this key to show stakeholders what was currently available and what needed to be built. By minimizing new components, building the brand showcase product could be completed quicker. 

WIREFRAMES

Brand Hub
It was first proposed to have multiple layouts for a brand to choose from to create a unique experience catered to both window shoppers and focused shoppers. 
Decided to go with an option to create a similar layout for all brands in order to create a consistent experience. If a user feels like the mobile site is no longer like Sears, we run the risk of losing the user since they may think they left the site. 
 

Categories

Product Listing Page and Product Description Page