UX enhancements - eCommerce Search

W H A T : Marco Specialties is the leader in pinball and parts manufacturing. Their catalog of parts is huge, and their online catalog needed a navigational reworking, and responsive eCommerce update. With long search results and average carts with over 100 items, customers complained that it was fatiguing to find and order product. H O W : • 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.

eCommerce Pinball Parts Catalog - UX navigation
What:
Marco Specialities has a huge catalog of parts for pinball machines and repair.
Their eCommerce site needed an update to responsive web, and solving navigational pain-points.

UX Design Challenge: Help customers find product faster
Product Discovery uncovered customer pain points in getting to products, with unusably long pages of search results, and manual repetitive drilling, and average orders in the 100s of skus.

Solution 1: Information Architecture Update - Header Navigation

1- Improved Header Navigation, multiple ways to find product
   • Shop by Game, Manufacturer, or Category,
   • 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



Two Style of Product Detail Pages: 
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
Product Detail Page 2 - Single Part
• Expandable accordion details, compatibility, and reviews.

↑Back to Top