Shoup is a farm equipment replacement part manufacturer that has been in business since 1977. Shoup was my team's primary client, so I had my hands on a lot of aspects of their website: shoupparts.com. Starting with redesigning their promotional emails, and then moving to creating the look and feel of their brand new part finder. That led to the redesign of the search results page. It all culminates with the creation of the "suggested products" area once a product has been added to the cart.
Let's break this down into 3 case studies:
Search Results Page
All of Shoup's main competitors have part finders on their websites. The Shoup website was behind the times and did not feature a part finder of its own. Customers either had to find parts through a standard search, browsing, or by using the often overlooked "Quick Order" at the top of the page.
Create a part finder for the Shoup website that is featured on the homepage. Come up with a way for it to be integrated into the navigation bar at the top of the site so that it is always accessible.
Search Results Page
The search results page was functional but not a great user experience. There was an area for subcategories and filters. These options essentially served the same function. Font sizes and alignment were inconsistent, which created a confusing visual hierarchy. The list of filters could also become unwieldy forcing the user to have to scroll endlessly to find the more relevant filter options.
Clean up the search page so that it's easier to find the important options.
Once an item was added to a customer's cart a pop-up would appear acknowledging that. The pop-up only gave them the option to continue shopping or to checkout. This was a missed opportunity to cross-sell other products or make it more convenient for the customer by showing products that are commonly purchased alongside what's in their carts.
Add related or suggested parts to the pop-up that appears once an item has been added to the customer's cart.