The company and project:
Marco Specialties is the leader in pinball and parts manufacturing. When old pinball machines need a part or repair, Marco Specialities is their go-to. Their eCommerce site needed an update to responsive web, and helping to identify ways to solving navigational pain-points, as buyer's complained about fatigue in finding and ordering parts.
Why it matters:
Their catalog of parts for pinball machines and repair is huge. With long search results and average carts with over 100 items, customers complained that it was fatiguing to find and order product.
MY Role:
• Design and UX: Redesign site to be responsive eCommerce B-C
• Identify and pitch UX improvements
• Work with founder and CTO
• Identify and pitch UX improvements
• Work with founder and CTO
HOW:
• Help customers find their part faster by creating a smart, predictive search, by adding search categories by game, manufacturer, or game.
• Redesigned a product detail page design to view and add related parts from the same page, reducing search fatigue, and reducing the number of clicks to complete an order.
• Redesigned a product detail page design to view and add related parts from the same page, reducing search fatigue, and reducing the number of clicks to complete an order.
Solution 1: expanded Header Navigation
To find products faster, account for multiple ways of searching:
1- Expanded Header Navigation - Adding Multiple Ways to Find Product Faster
• Shop by Game, Manufacturer, or Category
• Saved games, and recent
• Search by A, B, C within the header
• Saved games, and recent
• Search by A, B, C within the header
2- Predictive Search (by Game, Part Number, or Keyword)
• Updating the catalog to support search
adding Two Styles of Product Detail Pages
To reduce fatigue searching and seeking related parts, I pitched two kinds of product details pages for faster ordering.
Product Detail Page 1 - for Multiple Parts:
• Reduce buyer fatigue: group related products, multiple orders and quantities can be done from one page.
• To address average orders with 100s of skus
• To address average orders with 100s of skus
Product Detail Page 2 - Single Part
• Expandable accordion details, compatibility, and reviews.
