W H A T :
Marco Specialties (MSI) is the leader in pinball and parts manufacturing. Their catalog of parts is huge, and their online catalog needed a navigational reworking with a clearer path to purchase. Customer search was serving up an unruly number of page results and frustration from repeat clients.
H O W :
Focus 1: Help a customer find their product faster - improving search
• Identify 3 ways customer's search, and where they are meeting friction. Added header navigation to shop by Game, Manufacturer, or Category
• Improve predictive search by adding results from category, title, or part number. This was a large undertaking that involved recategorizing the entire catalog
2- Improve the ordering process for repeat customers who order up to 100 line items
• Created a 2nd product detail page design that allows for viewing related parts, and ordering multiple parts within the same page to reducing search fatigue / number of clicks to order.
• PDP page: Ajax tabs for details, review, and related parts to simplify the amount of content in first view
header dropdown states:
search bar - adding categories and smart search creating a faster to product path:
category page (and secondary filter for subcategories):
PDP page - single product:
PDP page 2 - new concept for multiple parts ordering: