Delta Faucet Guiding Selling
BORN helped Delta Faucet create a guided selling experience to help customers find the perfect kitchen sink. This helped simplify product selection as well as improve conversion for users that wanted to save their results.
Supporting Practices
Visual Design, Content Strategy, Project Management, Business Analyst and Sales
Role
UX Designer
Agency
BORN Group
Delta Faucet, a leading manufacturer of faucets and related accessories, recognized the need for a better online shopping experience for its customers. One key area for improvement was the product selection process, which was often overwhelming and confusing for users.
OVERVIEW
Simplify the kitchen product selection process for users.
Increase customer satisfaction with Delta’s online shopping experience.
Tailor user’s product preferences to fit their specific needs.
Goals & Objectives
We began our discovery process by ideating with relevant stakeholders to determine the optimal user flow through the guided selling quiz.
THE PROCESS
Flow sort
100mph thinking and design studio
Workshop Activities
Separating into mixed teams of BORN and Delta Faucet stakeholders, each team created their ideal flow with pre-populated cards. During the activity teams were not confined to only using the cards but could create their own if there were more relevant questions or directives.
FLOW SORT
Group 1
Group 2
Group 3
Once the teams came together after their breakout sessions, I saw a commonality between Group 1 and Group 3’s flows - this removed the need for dot voting. The two teams flows were combined after the workshop and validated in a follow up meeting.
Combined Flows
The flow was then further refined to account for users who were starting from scratch or replacing their existing faucet and allowed for upsells such as additional accessories to be added to their results. The need for user’s progress to be saved was factored in, this also allowed Delta Faucet to capture user’s information at anytime.
FUTHER REFINEMENT
After card sorting, I gathered requirements in the form of 100mph thinking. In this session, each participant had their own board and sticky notes to write down the different requirements the tool should have. Participants were given 2 minutes to write down as many ideas as they could independently before sharing with the larger group.
As ideas were shared they were then put onto the main board where we affinity-mapped common ideas.
100MPH THINKING
We finished the workshop with a design studio where participants were separated back into groups of 3 to sketch out what they think the overall UI should look like. This was to help further bring out any additional ideas that participants might have had and helps when moving into the production of wires. Each team was also able to choose whether they wanted to sketch out mobile or desktop.
DESIGN STUDIO
Group 1 Sketch
Group 2 Sketch
Group 3 Sketch
PERSONAS
Awareness Module
In-Quiz Results Funnel
With a user flow and results page established through the workshop and follow up meeting post-workshop, I began wiring out screens to be then be handed off to the visual designer. It was during the production phase of our process that I determined that the awareness modules on the homepage and product listing page (PLP) would act as the ideal entry point into the quiz.
WIREFRAMES
In the process of creating wires I wanted to really leverage the results page to be more dynamic. This meant giving the user the option to change their results within the page rather than having to jump back into the guided selling quiz. The format to effect changes was also meant to be kept conversational and light as if they were talking to a sales associate in-store.
Once wired, a quick prototype was created in order to convey functionality to the visual designer, business analyst, and front-end developers. The following was later shared to stakeholders for approval.
Once approved by stakeholders, I then handed off my wires to our visual design team where they were skinned, refined, and further prototyped for each screen. During this process, our visual team created illustrations and components that worked with Delta’s existing design system that BORN had previously created.
VISUAL DESIGN
The biggest challenges for this project were reconciling the split in the flow for users who were starting from scratch and users who were just replacing their faucet. To remedy this I had to determine what questions would then follow. For users that were starting from scratch the sky was the limit - they were starting off with a blank slate and could be asked anything. However, for users that were replacing their existing kitchen sink it had to be determined the number of holes they currently had. Depending on the number of holes accessories had to be accounted for and how many users were allotted.
Within the finished prototype I decided to show the path of the user who is replacing their faucet in order to show the complexity of the quiz and how it would be handled.
CHALLENGES
The guided selling experience was a valuable addition to the Delta Faucet online shopping experience, providing customers with a more intuitive and personalized product selection process.