Defining the Digital Storefront
Product: This project sought to create Sunbelt Rentals’ digital storefront with the creation of new homepage experience and catalog availability feature.
Role: The Sunbelt Rentals homepage wasn’t engaging in the beginning. It featured large carousels and confusing UI, often taking large swatches of critical page real estate for the sake of confusing visuals. The redesign started with a new, self-service catalog personalization tool that was to live above the fold on the homepage. The story following though was anything but clear.
With a little more than a “What do you want?” offer from the product development team, I set out to organize by section intent, a new story for the below the fold homepage content. Understanding the homepage is the storefront for any business, I aimed to tell an all-inclusive story of brand, market segment, and product offering, while striving to build trust in the brand as the solution.
After formally presenting a new storyboard to product development, design, and executive leadership, my story was adopted and I spent the next 4 months working with UX, engineering, and Campaigns to develop AEM components, templates, and content that would enable my authoring team to build the new experience.
50 days post publishing the new homepage, the time to click on the homepage decreased by ~43% on average per section – indicating users have more confidence in what they’re clicking on and where. Additionally, we saw a 10% increase in volume of users clicking through navigating the product catalog.