Frigidaire Interactive Tool

About the Frigidaire Selector Tool Project
Frigidaire launched their Custom Flex refrigerator line in early 2015. To highlight their product innovation, they built an interactive tool to showcase how the door can be customized to the user’s needs. By Q4 2015, the tool wasn’t getting the traction and returns they had hoped for and they looked to DDB NY for guidance.

Project Goals
Analyze the user flow and its data to reveal any truths in the process. With these findings, create a clearer path to the interactive tool.

I analyzed its functionality, strengths, and pain points. For comparison, I tracked it against another tool used on the site—the wizard refrigerator selector tool.

Tool Analysis
While the Selector tool was a drag and drop tool that gave the user insight to how the refrigerator door can be customized, there was very little onboarding instruction to the user, and the pay off at the completion of the tool was a shopping cart filled with pre-selected bins. There were a lot of unanswered questions, one namely, could a user buy the refrigerator and bins on the site? And, how did all these bins make it into my shopping cart?

Since a user cannot purchase a refrigerator online, I proposed to the client that this needs to be made clear. Allow the user to see an itemized list of bins that are sold on the site, then allow them to interact with the tool. They could enter the interactive tool either by creating a pre-selected package for the user or allow the user to customize their door bins by using the highly successful wizard selector tool.

I quickly prototyped these two user paths and presented them to the client. While the wizard tool revealed in its analytics a greater completion rate, the client was in favor of the upfront itemized list. With this decision, I then began to sketch how the user could logically make it to this Product Listing Page (PLP).

  • Step One
    I broke down the target segmentations and came up with three user types that could help filter the refrigerator sizes that matched to the user lifestyle:
    Entertainer = mixed bin sizes
    Healthy Home = medium and small bin sizes
    Large Family = medium and small bin sizes
  • Step Two
    From the Content Landing Page (CLP) the user can choose the lifestyle that fits their needs. This takes the user to a PLP that would have an itemized list of the pre-selected Custom Flex bins specific to their needs. For example: The Entertainer would have a mixture of bin sizes for bottles, vegetables, and dairy storage. The itemized list would also clearly state that the refrigerator cannot be purchased online but offers a Where To Buy button.
  • Step Three
    Once they are familiar with the offerings, they could launch the interactive door tool by choosing the Customize This Door button or chose to purchase the itemized list. If the user chooses to CTA, the tool would launch with a brief coach marks overlay giving clearer instructions on how to use the tool.
  • Step Four
    The tool was refined further by adding a label that states what the lifestyle is, ways to go back and change lifestyle options, clear bins in one click, and displaying the total amount

I created lo-fi prototypes to present to the client that clearly defined the revised user flow. The client was very pleased with this and its clearer path to purchase. The product listing pages and revised tool onboarding instructions are currently in development.