Spotlights
We built a decision and design framework centered on both customer success and business outcomes. Anchored in the digital merchandiser’s perspective, it ensures consistent, outcome-driven decisions across devices and channels. By integrating accessibility best practices and a mobile-first approach, we improve usability for all users.
Using standardized templates and decision trees aligned with merchant workflows, we reduce guesswork and rework, enabling faster, more agile execution and easier updates.
Research shows that how customers engage depends on the intent for their visit.
Browsers
Discovery mindset
Seek inspiration & exploration
Lower intent to purchase (but possibly a signal for loyalty)
Searchers
Focused & goal oriented
Value efficiency
High intent to purchase
Customer Intent
Customer-Centered Experience: Optimizing around customer goals connects them to relevant products, increasing conversion and loyalty.
Clear Visual Wayfinding: Consistent design reduces cognitive load and lowers abandonment.
Efficient Templating: Standardizing spotlight decisions and designs cuts associate effort and improves operational efficiency.
Hypothesis
Impact
Early tests indicate a 2x increase in engagement.
Wireframes of Templatized Components
The Refine unit is intended to help customers find visual shortcuts to their intended browse destinations as well as orient shoppers to the breadth of offerings within a section.
The Discover unit supports larger, more inspiring imager to help customers explore assortments.
The Promote unit helps customers understand and orient themselves within sales, coupon events and other promotions.
The Inspire units showcase range and can help customers find choice items in new or trending assortments.
