COMPANY
Sears Holdings, LLC
Sears Home Services
ROLE
UX Designer
DURATION
June 2017 – Dec 2018
Sears Home Warranty offers their customers protection plans for multiple appliances and household systems.
I partnered with executives, researchers, program managers, and developers to integrate SHW with the Sears Home Service website. Unique page views for SHW increased by almost 43% immediately after launch.
Challenges
Sears Home Services (SHS) has multiple business units. Each business unit has their own take on SHS branding and their portion of the website reflected that.
Users could find themselves on one part of the SHS website with one experience and then get a totally different experience in another. Some users would be taken to a completely different website that looked like the main site but different enough to make the user concerned that they landed on a fake site.
Original website
Updated website
Discovery
Working with a UX Researcher, we started by comparing competitors and reaching out to existing customers about their experience on SHS.com. We were able to determine that some of the visuals were informative but the site itself was cluttered and often confusing.
We were also able to take our findings and come up with personas that SHW could use to better help with marketing.
Personas
Susanna
35, Stay-at-home mom
• Outsources maintenance & repairs
• Well connected
• Asks for recommendation
• NextDoor user
• Heavy iPhone user
• Takes pride in her home
Charlie
67, Retired autoworker
• Responsible for all the appliances in the house
• Hosts guests weekly
• Hires out electricity related projects
• Pays with cash and check
- • Has dial-up internet
Poloma
38, Consultant
• Pragmatic
• Driven
• No time for research or finding recommendations
• Organizes her life on her phone
- • Detail-oriented
Contact
email@domain.com
000-000-000
Getting started
I started out by creating a site map and working through features in my notebook. The site map helped explain my choices for experiences to stakeholders.
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Beginning designs
I created these with Sketch and then used Axure and Invision to do prototyping for sharing with stake-holders as well as some user testing.
Homepage
Compare plans
Plan details
FAQs
User testing
We conducted multiple exploration studies on desktop and mobile with the following goals:
1. Discoverability of the Home Warranty tab, Homepage & Plan Comparison pages;
2. Feedback on the layout and order of sections;
3. Participants impressions of the plan comparisons and what information would help them make a decision to enroll.
Our studies were conducted on usertesting.com with 10 total participants (equal split male/female).
Completed designs
With unique page views up by almost 43% compared to the old website, integration was successful.
