CSC ServiceWorks
Reworking an eCommerce marketplace to grow brand identity.Time to read: ~2 minutes
Project Background
As the leading provider of laundry solutions and air vending services through the United States and Canada, CSC brought in my team to enhance their “CSC Marketplace” experience, which offers deals and coupons to individuals living in apartments or areas that CSC services.
NOTE: This project is currently ongoing, and the images here may not represent of the final product.
Challenges
- There were multiple conflicting client visions for this project, which caused tension and disrupted development timelines.
- Despite its success as a service provider, most users aren’t aware they’re serviced by CSC, so the trust necessary for a successful marketplace is missing.
- Early testing showed confusion around the purpose of the site. It was relying too heavily on name recognition that wasn’t there.
Solutions
- To prevent spending more time designing layouts that would be scrapped, we focused on refining the minimum viable product: a set of base pages necessary for any functional eCommerce site. We left everything else as wireframes until it was unanimously approved in client meetings.
- “Trust” became the top priority. We added an introductory popup explaining the marketplace and why customers had access.
- To solidify the site’s purpose, we reorganized homepage content to showcase the primary suite of offers. We also reduced the content shown to avoid information overload.
Responsibilities
- Create a core suite of cards to distinguish between Deals, Product Offerings, Ads, and Articles.
- Manage the creation of a Blog, including the browsing, filtering, and reading experiences.
- Conduct user tests to gauge audience understanding and see where attention was being drawn.
- Update and reorder homepage content to reflect testing results (redesigns had a 55.3% higher conversion rate).
- Design introductory popup and its logic.
- Create a landing page for seasonal offerings and how it integrates into the marketplace filtering.
