TKMaxx.com “Shy Brands” Page
The "Shy Brands" page on TKMaxx.com is where customers land when they are searching for some specific brands (usually designer brands) in the website’s search box, but they are not searchable.
This page explains that not all brands may show up in the search results, even though they are available on the website. It suggests alternative ways for customers to find these "shy" brands, such as using filters or trying different search methods. The project that I am working on is to help customers navigate and explore the website to discover brands that may not be easily visible through regular search.
I have worked closely alongside the Optimisation Team to analyse metrics that offer valuable insights into the performance and impact of the 'Shy Brands' page on customer behavior, conversion rates, revenue, and average order values.. We noticed that the lower search exit rate suggests that customers found value in further exploring txmaxx.com. Even when they landed on the Shy Brands page, the conversion data was high, highlighting the importance of facilitating their discovery on the website.
Current page layout
Next steps
After analysing the data from the shy brands page, I conducted research on competitors to understand if they also faced challenges with "non-searchable brands" and how they addressed this issue.
Subsequently, I facilitated an ideation session with my colleagues to generate creative ideas and potential solutions. Utilising the insights gained from the session, I proceeded to develop mockups that incorporated the ideas generated
At this stage, it is crucial to validate the mockups and gather user feedback. To accomplish this, I plan to conduct user testing sessions to observe how users interact with the mockups and gather their valuable insights and opinions. This feedback will provide valuable guidance for further improvements and iterations in order to enhance the user experience and address the challenges related to discovering non-searchable brands effectively.