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Helping a Global Tech Company Delight Shoppers with Dynamic Online Experiences

Online shoppers are overwhelmed with options, and when one platform doesn’t deliver on their needs, they switch to another that will satisfy them. Our client, one of the most frequently used shopping platforms globally, suspected it was losing share to competitors due to a sub-optimal user experience. It partnered with Material’s UX research team to identify areas for improvement and provide actionable insights to develop a more user-centric and user-friendly digital experience.
  • Conducted a qualitative research study with consumers across verticals and demographics to capture and assess user feedback on core platform features
  • A/B tested prototypes of the platform’s generative AI (GenAI) personalization and recommendation tool to determine how well it facilitated consumers’ ability to find what they wanted
  • Recommended feature updates and flow changes to create a more seamless user experience

By incorporating Material’s insights and recommendations, the global tech client reinvigorated and streamlined its e-commerce user experience. It improved the platform’s information hierarchy, optimized its filtering options, improved feature findability and customizability, created a more appealing surface design and aided readability. These improvements increased usage occasions and overall time spent on the platform.

Many consumers found the GenAI recommendation tool useful and valuable in helping them to navigate the available options and choose the one most aligned with their expectations and needs. Their feedback helped inform future iterations and innovations to keep the platform more intuitive, aligned with consumer behavior and  ahead of the brand’s competitors.

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