Users purchasing Nest products on the web must customize items to their specific needs. Nest’s existing PDP did not accommodate for the growing number of new products and services being released. Our challenge was to lay the framework for a new PDP that could expand into the future and beyond. Additionally, we had to optimize the cart + checkout experience to clearly communicate to users at each step of the process.
Refocusing the Page
The pre-existing product page had four types of content: configurator, overview, tech specs, and installation instructions. Our goal was to simplify the page to be solely dedicated to customizing the product, while still giving access to the supporting content, but in clearer and more concise ways.
Cart + Checkout
As we moved onto the checkout process, a new set of UX challenges arose. Information was unclearly organized on the page and the existing page architecture wasn’t scalable for future Nest products. Items were not easily editable, rebates were not fully integrated, and subscriptions did not have a logical place on the page.
My first objective was to parse out hardware totals separately from subscriptions. The old design did not do a good job of explaining what totals were due and what they included. By having a mini subtotal for hardware, we were able to clearly communicate underneath that subscriptions were a separate charge not included in the cart subtotal.
Another big user painpoint I observed was no clear way to remove items from cart. In the old design, decreasing the quantity to zero was the only way to do this. Additionally, the drop-down quantity selectors added friction with an extra click to reveal the other numbers.
Results in Numbers
We saw a big spike in conversion right after our initial launch. We alleviated a lot of customer confusion and reduced the amount of friction throughout the funnel. However, our work was not done there— We have an ongoing effort to test and iterate new ideas and strategies to optimize the experience and increase growth.