Lowe’s Service Lead Form Redesign
Role
UX / UI
Team
Product: Manager / Researcher / Designer (that’s me) / Engineer
Mood
Inspired 🙌
The Challenge
To provide a seamless Installation and Services experience that is intuitive and in the user's best interest to generate leads. Currently, the experience is broken and forces the user to do the heavy lifting when submitting multiple lead forms for the same room–for example, kitchen cabinets, appliances and flooring. There are also three different types of lead form experiences (image below) depending on which service a user is interested in. How can all services be consolidated into one consistent lead form experience while accounting for all the nuances of each service?
Left: measurement detail consultation services (flooring, backsplash & Blinds), Upper Right: interior services, Lower Right: exterior services
Discovery Phase
Process
Our team didn't have the bandwidth to include initial research to understand user’s thoughts and pain points with filling out a service lead form, but the company has plenty of customer feedback on the process which gave us the fuel we needed to proceed. We are able to include our other processes listed below.
Competitive Analysis
I analyzed a number of competitors in the services and installations industry to see how their lead form experiences stack up against Lowe's. I wanted to understand if other retailers had one consistent lead form or multiple, when and where they are providing visibility to their forms and how are they formatting all the required content. Below is a scorecard that quickly displays commonalities across those key observations. Click this link for more details on my competitive analysis.
What I Discovered
After analyzing several competitors, I came across three common trends used to receive leads from users:
1.Fully Exposed Form
This lead form provides all form questions needed to submit the lead at once.
2.Exposed Section Form
This lead form segments the information into sections allowing the user to focus on certain areas of the form at a time.
3.Guided App Form
This lead form is a simplistic experience where the user is only presented with one or two questions at a time.
Heuristic Evaluation
Along with our researchers on the team, we also use Baymard Institute to evaluate our current-state experience against their collection of UX best practice guidelines. I look into all relevant guidelines and review how well the current experience rates for each. From there I group them into a list to see which guidelines the experience is violating and which ones are aligned. Below is a list of guidelines I stacked the current experience against to see which ones I should focus more on during this project.
Develop Phase
Wireframes
Based on my analysis of the current-state Lowe’s Experience, my in-depth competitive analysis and the UX best practices I pulled from Baymard Institute I was able to confidently build out three wireframes options I felt could solution for the challenge at stake. I built one wireframe prototype for each of the three trends discovered during my competitive analysis. At this point in the project a researcher one the team had the bandwidth to run validation testing on all three wireframes.
View Prototypes: Fully Exposed Form / Exposed Section Form / Guided App Form
Validation testing
We wanted to conduct two phases of unmoderated validation testing. Phase one tested all three desktop prototypes to see which users prefer most. Phase two tested the preferred prototype in mobile to ensure the flow makes sense and address any negative or confusing feedback from phase one.
Final Lead Form Design
After both phases of validation research, the second, Exposed Section Lead Form was preferred by users. Based on my secondary research and the insights from testing I crafted a final lead form experience to implement across all services at Lowe’s.
If you’d like to learn more about this project please reach out :)