Shark B2C eCommerce Overhaul

SharkClean.com Website Audit & Optimization

Role: UX Lead
Team: Nikki Wolfe (UX Lead), 2 UX Designers
Client: SharkClean.com (SharkNinja)

Overview

SharkClean.com serves as the digital hub for SharkNinja's innovative cleaning solutions, including robot vacuums, cordless vacuums, and the SharkClean app. With a wide array of products and functionalities, the website needed to balance product discoverability, user engagement, and a seamless path to purchase. SharkClean.com was gearing up for a rapid launch, and my team was tasked with auditing the build to ensure usability, consistency, and an optimized user experience.

Challenges

  1. Time Sensitivity: The website needed to launch quickly, leaving little room for extended analysis or iteration.

  2. Complex Product Offering: A diverse catalog of robot vacuums and cleaning products required clear categorization and intuitive navigation.

  3. Conversion Optimization: The Product Detail Page (PDP) and cart experience needed refinement to maximize conversions.

  4. Consistency: Discrepancies in information architecture (IA), nomenclature, and design patterns posed usability risks.

Approach

Comprehensive Audit

  • Conducted a heuristic evaluation to identify usability issues, inconsistencies, and opportunities for improvement across the website.

  • Mapped the existing information architecture, focusing on product categorization, filters, and nomenclature.

  • Evaluated the PDP and cart workflows to identify pain points in the user journey.

Collaborative Strategy

  • Partnered with two designers to divide and conquer audit areas, ensuring thorough coverage within the tight timeline.

  • Facilitated daily syncs to review findings, align on recommendations, and iterate quickly.

Deliverables

  • Heuristic Evaluation Checklist: Highlighted critical usability issues and prioritized recommendations based on impact.

  • Information Architecture Recommendations: Delivered a refined IA map, including product taxonomy, filters, and nomenclature updates to improve clarity and findability.

  • Design Mockups: Proposed enhancements for the PDP and cart, focusing on ease of use and conversion optimization.

  • Path-to-Conversion Analysis: Identified blockers and provided actionable solutions to streamline the user journey.

Key Focus Areas

Information Architecture and Product Categorization

  • Challenge: The existing product categorization and filter nomenclature were inconsistent, leading to confusion and frustration.

  • Solution: Delivered a streamlined taxonomy with clear, user-friendly naming conventions. Improved filter categorization to allow users to quickly narrow down options based on their needs (e.g., "Cordless Vacuums" vs. "Robot Vacuums").

Product Detail Page (PDP) Optimization

  • Challenge: Key product information, such as warranty details and app integration, was buried or missing from the PDP.

  • Solution: Designed a PDP layout emphasizing critical details like features, warranty information, and SharkClean app benefits. Included clear CTAs for adding products to the cart or exploring related accessories.

Cart and Checkout Flow

  • Challenge: The cart experience lacked visual hierarchy, making it difficult for users to review items or proceed to checkout.

  • Solution: Proposed a simplified cart design with clearer separation of products, pricing, and shipping information. Improved the visibility of the "Checkout" CTA and streamlined the guest checkout process.

Consistency Across Touchpoints

  • Challenge: Inconsistent design patterns and terminology led to a fragmented experience.

  • Solution: Recommended updates to align UI components and nomenclature across the site, ensuring a cohesive and professional look and feel.

Impact

  • Improved Usability: The refined IA and nomenclature enhanced product discoverability, reducing user frustration.

  • Increased Conversions: Optimized PDP and cart designs created a smoother path to purchase.

  • Consistency: Aligned design patterns and terminology across the website, fostering trust and ease of use.

  • Scalability: Delivered a robust framework for IA and design that could scale with future updates.

Leading this project was a testament to the power of collaboration and strategic focus under tight deadlines. By aligning our efforts and prioritizing user needs, we ensured that SharkClean.com was poised for a successful launch, delivering a user experience that reflected the innovation and reliability of the Shark brand.