The Challenge
Our goal was to develop a curated set of products that genuinely resonated with customer needs. We wanted to move beyond simply listing products and instead present solutions directly tied to the specific tasks customers were trying to accomplish.
A quick set of wireframes were developed before moving to high-fidelity mockups that could be tested with customers. We decided the best course of action was to do A/B testing on this first iteration in order to get a better sense of what page layouts were working.
Our Approach
To achieve this, we utilized the Jobs-to-be-Done (JTBD) framework. This framework helped us understand the underlying "jobs" customers were "hiring" our products to do. This initiative was a collaborative effort between our marketing and product strategy teams, ensuring a holistic understanding of both customer needs and business objectives.
The project followed a streamlined design and development process:
Initial Brainstorming & Wireframing: We began with an in-depth brainstorming session to identify key customer jobs. This led to the creation of wireframes, outlining the structure and flow of our proposed curated product pages.
User Testing and Refinement: We then subjected these wireframes, populated with relevant content, to user testing. This crucial phase allowed us to gather direct feedback from customers, ensuring our designs were intuitive and met their expectations.
Full-Scale Web Page Development: Following successful initial testing, we moved into the full-scale creation of the web pages. We leveraged our in-house design system to create a page template, which significantly streamlined development across multiple designers in the organization. This template provided a consistent and efficient structure while allowing for necessary modifications to meet specific project requirements.
The Outcome
To support the launch of these new pages, we also created complementary marketing assets, including tile and banner graphics for each page. These assets were designed to facilitate on-site promotion and integrate seamlessly into broader marketing campaigns, ensuring customers could easily discover and understand our curated offerings.
By focusing on the Jobs-to-be-Done framework, we were able to create a more customer-centric experience, making it easier for users to find and select the products that best address their specific needs.
