Lowes - Savings and Promotions

Lowe’s - Savings & Promotions

Discover an innovative and enhanced method to identify promotions on product detail pages, guaranteeing you maximize your savings to the fullest.

My Contribution:

As the only designer on this project, I worked closely with a UX researcher to incorporate customer insights and validate the final designs. Beyond designing the product, I also conducted an in-depth analysis of the current state and performed market research to inform our decisions

Problem:

Lowe's currently faces a significant challenge regarding the optimal messaging of savings and promotions to customers. The lack of clarity surrounding different offers and savings further complicates the customer's understanding.

Objective:

The objective of this project is twofold: Firstly, we aim to identify the optimal messaging and color scheme that will effectively convey the availability of promotions for a product, ensuring clear communication to customers. Secondly, we strive to enhance the distinction between a standard sale and promotion. Through these efforts, we aim to improve customer understanding and awareness, ultimately driving increased engagement and sales.

When assigned to this project, I collaborated with a UX researcher throughout the entire process. During the initial phase, while the researcher conducted user interviews, I conducted secondary research, which encompassed a heuristic evaluation based on Baymard Guidelines to identify areas where our experience adhered to or violated certain guidelines. Furthermore, I conducted an extensive competitive analysis to evaluate our standing in comparison with both direct and indirect competitors.

Overview of Primary and Secondary Research:

In this section you will see an overview of our User Research, Heuristic Evaluation, and Competitive Analysis.

Detailed Findings - Heuristic Evaluation:

Overall Key Findings:

Key Finding #1:

This section explores the factors contributing to the user's confusion regarding the distinction between Lowe's sales and promotions. Additionally, it presents relevant secondary research from the Neilson Norman Group, offering valuable insights on effective communication strategies for conveying discounts and promotions.

Key Finding #2:

This section highlights areas for improvement in the communication and design of multiple promotions offered by Lowe's. It provides detailed findings on various promotional types, including Instant Savings, Buy More Save More, Deal of the Day, Bulk Savings, Free Shipping, Stacked Promotions, and Promotional PCRS. Furthermore, it offers insights into how competitors showcase these offers, revealing valuable elements to consider for enhancing our own promotional strategies.

Key Finding #3:

This section delves into the necessary enhancements required for the design of a standard Was/Now sale and Free Gift with Purchase. It also provides a comprehensive analysis of how competitors effectively present these offers to customers.

Online Only & Eco-Badging:

This section presents valuable secondary research on Online Only and Eco-Badging, two offers that Lowe's does not currently offer. Although there are no current state findings for these specific offerings, we will leverage competitive insights to devise effective solutions for displaying online only and eco-badging on Lowe's platform.

In this phase, we utilized insights and feedback gathered from Primary and Secondary Research to create concept designs for user testing. This section features innovative designs for various types of promotions offered by Lowe's, including Standard Sale, Instant Savings, Buy More Save More, Stacked Promotions, Deal of the Day, Bulk Savings, Free Gift with Purchase, Promotional PCR, Online Only, and Eco-Badging. Furthermore, each section will present a comparison between the current state and the design being tested. Additionally, certain sections will provide visual representations of the offer in an offer flyout, the mini cart, and collection pages, offering a comprehensive view of the proposed design's impact across multiple pages.

During this phase, we conducted user testing to gather feedback on our conceptual designs around how savings and promotions are display on Product Detail Pages. Following the feedback received, we refined our designs to arrive at the final recommended concepts. This section encompasses the validation findings along with the final versions of our recommended designs for Instant Savings, Buy More Save More, Stacked Promotions, Deal of the Day, Bulk Savings, Free Gift with Purchase, Promotional PCR, Online Only, and Eco-Badging.