Overview
We all know what's Miele known for: Quality and Innovation.
What we have been discovering users might not have that clear, is their catalog & product offer.
Here's the project for Product Advisor or Buying Guide to help consumers choose their perfect appliance and, at the same time, learn about Miele's features, technology and brand values in one smooth journey, for either awareness or conversion phases.
An iframe provided by third party company Neocom, we collaborate growing together from their business goals and our experimentation.
Optimizations
Generative AI
Recently launched first Gen AI Product Advisor that collects user data and interaction whilst offering product recommendations according to user selection through Miele whole catalog, maintaining brand terms, voice and conversation, as well as providing product information in an updated platform that learns from usage.
Save my results
Users can decide to receive their final product match results into their mailboxes, as a reminder or quick link to review them anytime.
Also, they are automatically subscribed to Miele's newsletter to begin with customer engagement for further marketing activities.
User feedback
Great and popular chance to allow our customers to give their honest feedback, based on default answers or their own commentary to de added. This would help us directly improving Product Advisors conversations and bugs.
Budget filter
One thing to highlight from our regular consumers is our pricing, which is being demonstrated through data collection, that is one of the most relevant factors when it comes to acquire Miele's products, so we tested and validated to integrate a price filter, to narrow product results to desired budget.
A/B testing variants
Each and every of category advisors, has been introduced with internal directions of how to present our product data, but most importantly, those prototypes have been adjusted by iteration after consumer focused feedback with different variant proposals.
Traffic initiatives
HP & categories banner
Element positioning might be challenging to track and check on performance, but a +123% increase of traffic in DE, determined the idea was well received by confused consumers that were looking for a buying guide we provide.
Also, category pages' banners were improved in placement and design, proven with +12% traffic increase mid-funnel.
Taking consideration of marketing team activities, we challenged with some buying guides integration that resulted effective only in 30% of the countries tested, and on promotional campaigns exclusively.
Redesign
From naming, button colours or positioning, we AB tested several proposals according to each country preferences, leading us to define a very local results to each one of them, highlighting the relevance of adjusting copies and navigation placement allegedly.
Pop-ups & bubbles
Besides enthusiasm on developing new prompts, designs and establishing triggering metrics for pop-ups and bubbles, we received a negative on majority of countries on firsts trials. In conclusion, Miele's online users, prefer to find tools by their own navigation.
Overview landing page
In order to gather together all advisors to ease company's access and provide users a all-in-once platform where to begin for future ideas of appliances combos (or bulk shopping), we released an advisors overview landing page, accessible from top navigation quick links that resulted more visited than expected.
In the backlog
Comparison tool
To facilitate user convenience when looking for a perfect match in an appliance, we briefed on allowing them to be able to compare first top three results, so that they can comprehend better details and differences between similar models with similar prices.
User tracking
In regards of Data core and helping CRM team too, we investigated the opportunity to collect user data and interactions, to understand better user behaviour and data, for a better approach and knowledge of our target.
