Sony Electronics
Case Study
My Role:
- Strategy
- Information Architecture
- User Experience
- E-Commerce
- UI Design
The Challenge:
Sony's VAIOs team needed to improve unit sales. Apple and other consumer electronics companies were killing it in this arena. Sony has always carried various models of computers and wanted to research if they cut down their product offerings would unit sales increase?
The Goal:
There were plenty of moving parts and projects on-going. I had the opportunity to work on Configure-To-Order(CTO) UI revamp and on the VAIO product offering relaunch. The goal within e-Commerce is always business goals – sales, sales, and more sales. Than the users needs, so we had to ensure that we used a lean UX model to keep a pulse on sales while making updates and changes.
My Process: 🕵🏻
To make this a successful project we had to harness the knowledge and input of every team close to VAIOs product offerings. The first part was making sure we removed silos in order to do this I designated end-to-end accountable leaders for each group and created a core team. I invited this team to bring their ideas, opinions, & research and share it with the group. We held user groups, build personas, held live screen shares with select candidates. After this discovery, we were able to all come to an agreement that less was more. We used quantitative data to present to stakeholders in order to get sign off and presented qualitative data for our user interface designs.
PROJECT JOURNEY MAP: 🔎
USER JOURNEY MAP: 👨🏻🔬
The Solution: ✍🏻
We used quantitative data to present to stakeholders in order to get sign off. We reviewed the data provided by our analytics team and made a solution. Make the product offering smaller to core categories; Laptop, Desktops, and Tablets. Unlike; E Series, S Series, Z Series, VAIO Duo, T Series, L Series, VAIO Tap, we knew this change would drop dwell time on categories and get them to the product page faster, which in return lead to faster checkouts; equaling more conversions.
The Outcome: 🥳
In the overall result, I was able to help the VAIO team streamline their product offering based on findings from user research and feedback. Our VAIO computer units increased sales by 3.5x in the first week. This allowed me to be a bigger asset to the team and I was given the opportunity to revamp our configure to order computers.
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