INNOVATION & RESEARCH LEADERSHIP •
GOOGLE MOTOROLA

2x Revenue Growth

OPPORTUNITY

Underperforming as a sales and marketing channel, a ground-up renovation of the Motorola.com e-commerce business was a top priority for our business. While the Motomaker app - found on Motorola.com - which customized the colors and material of Google Motorola’s phone and accessories was the differentiator for Motorola’s business strategy. With the e-comm website the premiere location for the MotoMaker app used to customize Google Motorola’s line of phones and accessories, getting the sites’ e-commerce funnel and usability to an A+ was crucial to the success of the business strategy.

APPROACH & STRATEGY

With little current research or experience metrics to guide our thinking, our first task was to establish the primary research and data science programs for Motorola.com and MotoMaker - its hardware customization app. Partnering with our product and marketing leaders, our team executed multiple avenues of generative and evaluative research to assess the usability and efficacy of our e-commerce and marketing channel.

Looking to these insights and data combined with key business goals, we began designing concepts to test and co-design improvements and new features including the sales funnel, homepage, landing and detail pages, the IA and navigation schemes, compare tools, help pages, and the design system in general.

I created an executive level experience and product strategy informing the e-commerce funnel, the IA of the site, content, design, and cross-platform global strategies.

Successive sprints focused on card sorting exercises and participatory design exercises as we began building out key components to test and refine with customers in usability studies. This data, alongside AB testing led to a refined and very successful V2.

PROCESS & METHODS USED

Research & Strategy
Secondary research, Diary studies, Contextual inquiry sessions, Competitive analysis, Mental model study, Structured customer interviews, Surveys, Card sorting exercises, Participatory design sessions, Concept testing, Usability testing, Benchmarking, AB testing, Product strategy

Product & UX Design
Storyboards, Wireframes, Customer journeys, Design sprints, JTBD / User stories, Personas, UX & Product design, Content design, Design system, Visual design, Front-end development, Design systems, Prototypes, Design strategy, Design roadmap

Engaging with early research, we digested secondary research and created a research plan that began with a diary study with 50 smart phone owners. From this dip, we gleaned key insights around the current iteration of the Motorola e-commerce site. Then, we conducted a competitive analysis to understand the market landscape, and learn from their wins and failures. We realized we needed to know more about why folks visit our site. We conducted a mental model study, and using this data, we distilled a customer journey map and related shopping personas for Motorola phones and accessories.

We now felt readied to start designing a v2 of the site. We put together some prototypes to conduct a contextual inquiry with customers. In the process, we invited their ideas around a better design - co-designing their ideas in real time for immediate feedback. We did 2 rounds of usability testing to ensure functionality and a positive experience, and benchmarked its performance.

At this point our front end dev team and our design technologists, worked up the front end to hand off to the back end engineers. After launch we engaged in tracking UX metrics, and AB testing to further refine the overall journey.

Leading the design for Motorola's e-commerce and marketing platforms, I extended the product development process to digital products and features, optimized current experiences, and worked on innovative features and future initiatives with the product teams.

Motorola.com Product Detail Page

Based on our research, my strategy focused on the integration of a streamlined discovery process including concise yet visually appealing key selling points, product details, better visual cues, and detailed product specs.  

Motorola.com Product Detail Page, Mobile view:

The approach retained our rich content while switching to a design that accommodated the mobile experience most easily.

Motorola.com Global Nav Redesign, Site Re-Architecture, and Content Strategy Redesign: 

Not just a pretty facelift. The site's content was completely re-organized based on card sorting, a mental model study, several surveys, and several rounds of testing and participatory design.  Once we had our content strategy, we designed a mega-menu that consolidated 3 levels of content into a top-level view with intuitive categories and labels. We also added endcaps for cross-site promotions and events.