TV Stand Buying Guide Pitch
About the project: Our retail sales team came to me asking for educational materials to help their customers navigate the process of buying a TV stand. As a larger, more expensive item to purchase, we wanted to create something to help them feel confident in their decision and convert with greater ease.
Problem Statement:
"I need a TV stand but don't need to find one that's going to work for my unique home"
I conducted customer research via conversations with the retail sales team, search query data, and competitor experiences
Based on these insights, I created a strawman & wireframe detailing what would be included in the educational sales enablement form (buying guide)
The results:
We tracked the cohort of customers who interacted with one of my buying guides vs those who did not. Customers who read a buying guide were more likely to return to Walmart to make a purchase and repeat within the next 30 days.
Based on some of the insights gathered during the research phase, we were also able to inform the merchandising team who elevated items that fit those higher query styles including wider TV stands and farmhouse TV stands.