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ADT ECOMMERCE

In 2018, ADT was losing market share, with attrition and acquisition problems as current customers canceled service and new customer sign ups were slowing down. Having traditionally sold home security systems through third party dealers and the phone channel, ADT launched an initiative to introduce eCommerce capability to its general website in 2018. I was tasked with redesigning the site architecture and package pages to support the eCommerce platform, along with the visual UI design for the eCommerce flow.

SITE ARCHITECTURE

While applauded by the customers in app reviews, it soon became apparent that less is not always better. Having joined as a creative director, I was tasked with translating the app into web experience that enabled expanding the event inventory and cheaper customer acquisition via search ads

WIREFRAMING

Optimizing conversion rate was key in order to lower customer acquisition cost and attract new events to sell through YPlan. We knew that we needed to get into the minds of different bookers, to truly understand their behavior and priorities when booking theatre, music and other big event categories. Our design needed to be responsive and with approximately 40% of visitors arriving on mobile devices, I focused on the mobile experience from the get-go.


INVOLVEMENT
Wireframing
Interaction Design
Visual UI Design

Package Landing Pages

Package Landing Pages

Product Configuration

One of the key features of the eCommerce platform was the ability for users to customize home security packages.

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Visual Design

London's West End Theatre is a perfect case study of a highly specific event vertical. When deciding whether or not to see the show, customers consider multiple variables such as date, time, price and a position of the seat in the theatre

Optimizing conversion rate was key in order to lower customer acquisition cost and attract new events to sell through YPlan. We knew that we needed to get into the minds of different bookers, to truly understand their behavior and priorities when booking theatre, music and other big event categories.

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Based on the package chosen by the user, options are provided to further customize each base package.

We had to build in serviceability checks into the eCommerce flow, based on the user’s installation address.

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Pivoting to Cybersecurity

The resulting paralysis pointed to the need to reassess the organization’s readiness to sell home security packages online. The imminent launch of ADT’s first cybersecurity product, Identity Protection redefined our MVP. Being a much simpler product, we were able to move forward with a simplified cart and checkout experience.

Identity Protection page design by Lisa Lopuck

Identity Protection page design by Lisa Lopuck

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Checkout flow

Users are taken to the shopping cart page from the Identity Protection landing page.


Interaction patterns documented in developer annotations

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