Unifying a Fragmented Experience
How do you pivot an ecosystem shaped by organisational structure to user-centricity?
Through fragmented responsibilities and a lack of user-centricity, Finish Dishwashing had established three separate digital experiences: a brand website, a D2C bundle store and a dishwashing advice hub. Each was managed by different teams with no consistency. We embarked on consolidation.
Unifying a Fragmented Experience
How do you pivot an ecosystem shaped by organisational structure to user-centricity?
Through fragmented responsibilities and a lack of user-centricity, Finish Dishwashing had established three separate digital experiences: a brand website, a D2C bundle store and a dishwashing advice hub. Each was managed by different teams with no consistency. We embarked on consolidation.
Unifying a Fragmented Experience
How do you pivot an ecosystem shaped by organisational structure to user-centricity?
Through fragmented responsibilities and a lack of user-centricity, Finish Dishwashing had established three separate digital experiences: a brand website, a D2C bundle store and a dishwashing advice hub. Each was managed by different teams with no consistency. We embarked on consolidation.
The Friction
The user journey from problem to solution (product evaluation) to retail referral or purchase was fragmented across three destinations - operating in near isolation.
The Friction
The user journey from problem to solution (product evaluation) to retail referral or purchase was fragmented across three destinations - operating in near isolation.
The Pivot
Consolidated all three domains into a single destination, mapping the UI directly to a guided user journey: from identifying a dishwashing problem to a product purchase solution.
The Pivot
Consolidated all three domains into a single destination, mapping the UI directly to a guided user journey: from identifying a dishwashing problem to a product purchase solution.
The Impact
Significantly streamlined the path-to-purchase and elevated D2C revenue through increased visibility and conversion rate optimisation. D2C organic visitation increased over 1000% and retail partner exposure close to 2000%.
The Impact
Significantly streamlined the path-to-purchase and elevated D2C revenue through increased visibility and conversion rate optimisation. D2C organic visitation increased over 1000% and retail partner exposure close to 2000%.
Contribution
UX Design Lead (Strategy, UX Architecture & Final Sign Off) with agency collaboration (Visual Design).
Contribution
UX Design Lead (Strategy, UX Architecture & Final Sign Off) with agency collaboration (Visual Design).
Choreographing Pathways
The primary user journey is from problem, to solution evaluation to purchase. In a unified experience, we can craft paths to deliver on that journey.
Matching User Needs
Search is a primary entry point to the experience, fuelled by direct user queries that we answer with relevant content
Offering the Solution
We actively link from advice to product exploration with in-line product links
Enhancing Visibility
We enhance the visibility of product solutions with packshots outside, peripheral to core content
Increasing Retailer Visibility
Creating contextual retailer links and replacing the low-trafficked 'Where to Buy' page increased retail visibility by 20x
Promoting Bundle Purchases
Where products also form part of the D2C bundle store, we highlight the option
Improving Product Discovery
The Finish range is dominated by dishwashing tablets, supported by less-utilised enhancers (e.g. rinse aid). The tablets span a range of price points and research suggests they are easily confused.
Exposing the Range
Driving category discovery by exposing low-consideration companion products through an open secondary navigation.
Aligning Mental Models
Replacing internal terms like 'additives' with direct, plain language categories
Codifying Product Tiers
Accelerating recognition and value by mapping color themes to specific performance tiers
Streamlining the Catalogue
Reducing cognitive fatigue by consolidating fragrance and size variants into single parent listings
Clear Product Positioning
Colour theming immediately positions quality as super-premium (gold), eco (green), premium (silver) and base (blue)
Communicating Choice
Dynamic size and fragrance variants communicate packaging options cleanly
Bundle Transparency
Bundle inclusions are highlighted in the opening view for clarity
Highlighting Inclusions
We further showcase the bundle contents and allow linking through to detail pages for full information if needed
Allowing Comparison
We reduce friction in bundle comparison whilst offering full range visibility
Designing for Accessibility & Performance
Strong design is a performant and accessible design. We made specific design choices to enhance the experience.
Balancing Load Speed
Images make impact, but hurt load speed. We swapped full-screen imagery for CSS gradients and imagery for faster loading and increased readability
Considering Keyboards
When load more is clicked, we automatically move focus to the next list item to make keyboard tabbing smooth and logical
Increasing Retailer Visibility
Creating contextual retailer links and replacing the low-trafficked 'Where to Buy' page increased retail visibility by 20x
Promoting Bundle Purchases
Where products also form part of the D2C bundle store, we highlight the option