Website: https://www.bloomingdales.com/account/preferences/designers
Problem: Our most loyal customers who continued to return to Bloomingdales wanted an easier way to find the brands that they most liked. It was a problem for our customers to come back to site and have to keep searching for the brands they liked over and over. How would we surface the brands they liked so they didn’t have to keep hunting for them?
Hypothesis: If I built out a location on the site whereby customers could pre-select the brands, sizes and styles that they were most interested in then they could go to the search page and filter out those products, it would improve the user experience and increase revenue and conversion.
Solution: Me, my UX and Designers got together and created an area of the site; Preferences, whereby customers could select what brands they preferred, sizes and styles. I worked with the CMS team to synch the frontend with the backend merch systems to show those brands for the user to select. The customer was then able to go to search page and filter out the search by their preferred brands.
Results: Bloomingdale’s search NPS score improved by 5 points. We increased conversion on brands that customers had selected in the Preferences section.
My Designers
My Preferences
