CONTENT STRATEGY FOR LOWES.COM, COMPLEX SELLING

Custom BLINDS CONFIGURATOR ENHANCEMENTS

 
 

BEFORE ENHANCEMENTS

Challenges

Business Need: The Custom Blinds and Shades configurator on Lowes.com has a high conversion rate. But the rate of returns is also very high because product information is hidden, and customers often configure their item incorrectly.

The business requested an overhaul of product information and help content to reduce the rate of returns.

User Need: Buying window treatments for a home should be a simple and fun experience. The configurator needed significant enhancements to ease customer decision-making and spark inspiration.

Strategy & Solutions

  • Developed buyer personas based on user research; created content components to surface essential product information and meet the needs of each persona.

  • Defined content standards for each content component — and socialized the standards — so they could be consistently replicated across other site configurators (flooring, paint, doors and windows).

  • Created guidance and governance documentation to guide marketing team in updating the content; this frees up the UX team to maintain the overall functionality and long-term strategy and improvements.