Mannington

E-COMMERCE: ACCOUNT CREATION & FAVORITING

problem

Global e-commerce brand specializing in luxury flooring in need of a major website redesign. To minimize scope, the focus for phase one began with account creation and the ability to favorite products, for both account holders and guests.

solution

Integrated system that allows for error correction and automatically feeds user data into HubSpot after particular events.
A use- centered strategy that allows users to favorite products and encouragement to create an account for additional functionality.
Interoperability and storage of information for users without accounts.

result

A modernized site that offers users a seamless experience from one device to another as well as enhancing the floor buying experience via efficent workflows and data maagement.

https://www.mannington.com/home

summary

A global luxury flooring e-commerce brand underwent a major website redesign. While there were many aspects of the site that needed attention, phase one focused on core functionality including account creation, security, and the ability for users—both logged in and not—to favorite products. .

The redesign prioritized a user-centered strategy that encourages account creation while supporting data storage and interoperability for guest users. The system includes error correction regarding password functionality and automatic data integration with HubSpot.

The goal was to modernize the site, ensuring a seamless cross-device experience and improving the flooring purchase journey through efficient workflows and information architecture.

team

Valtech Baltimore Project Team

role

UX Lead

who are they trying to engage with?

PERSONA BUILDING

internal team

In need of streamlined and automated process in order to distribute leads to retailers.
Needs product information and access to inventory database.
Needs to understand user behavior per product category and product item.
Ability to personalize marketing based on user behavior.

project ready customer

Remodeling or renovating within the next 30 days.
Likes to favorite products and create lists.
Will be ordering samples.
Will be in need of store locator.
Wants personalized content.
Will take floor finder quiz and will play with the Virtual Decorator.

While all personas are important, the focus will be on the needs of the internal team and the project ready consumer.

The "Virtual Decorator" and Flooring quiz are other aspects of the website redesign that are not included in this case study, but are important assets to consumer interacatbility.

just browsing customer

Likes to favorite products and create lists.
No major project in the near future.
Will take floor finder quiz and will play with the Virtual Decorator.

retailers

Needs product information and access to inventory database.
Acts as sales associate.
Needs to understand user behavior per product category and product item.

main pain points

Outdated and the need for manual entry of customer information into their systems has made it difficult for Mannington to access databases containing their users’ information. This has kept them from:

Maintaining proper records of their users
Marketing properly via email and personalization
Being able to take full advantage of their current integrations, such as HubSpot

where can we create efficency?

USER FLOW & WIREFRAMES

user engagement and account creation

In order to persuade users to create accounts the value proposition has to be worth it. Flooring lends itself to creativity and interior design, which means a lot of options needs to weighed before a final decision is reached. This is where the favoriting feature comes in. In order for users to save to "Favorites" and associate it with their account, they need to be logged in. However, favorites can be saved for the duration of one session in the browser tab. This slight inconvenience shows the value in creating account when a project is on the line.

The "Sign Up" and "Log in" flow will appear within a modal window to not disorient the user.

Account creation will trigger multiple events depending on the result from the user:

If a username/ password provided does not already exist in the database, auser account is created and documetned within the database. Afterwards a confirmation of success email is sent to the new user.
- Part of account creation is to answer a few data related questions. When speaking to the client, a requirement was given that users must answer a set of questions before proceeding. While this is an obstruction to the account creation flow, the reasoning was that Mannington floors provides as many free samples as the user requires. Answering a few questions was a form of "payment".
- This data gets added to Hubspot and increases accuracy for personalization.
Is the username/password already exists in the database, the system will prompt the user to log in.

account creation wireframes.

Header text explains the value proposition of taking the time to create an account.

The following fields are all mandatory for account creation. The content within the radio buttons and dropdown allow for personalization.

favorites feature wireframes.

Users can go through products and favorite them via the heart icon. These favorites items show up in the users account section under "My Favorites". If the user does not have an account a CTA prompting them to create one is placed at the top of the page.