Any solutions first needed to be informed by identifying key features most valuable to our user and then structure the information architecture, navigation, and content around those same solutions.
I started by identifying 3 of WPP’s top competitors and performed a feature inventory, element inventory, and task analysis of the product discovery and check-out process.
Only one offered limited comparison abilities
100% required an account to shop & check-out (which was a lengthy process)
100% offered more than produce
2 out of 3 mentioned their partners and brands they worked with prominently
how apple & amazon let users compare
With information on what our competitors were doing well and what could be improved upon, I next sought out best-of-class Comparative companies offering similar experiences and features in different industries
Userflows of the e-commerce experience were developed for quick adding items, comparing items, and the check-out process to maximize the find-ability of key features.
The sitemap was created after card sorting to ensure site content was organized, accessible, and where users expected to find it.