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Introduction
At Chevron, I led the revitalization of their industrial lubricants eCommerce experience, tackling the challenge of making a catalog of 5,000+ highly technical SKUs accessible and navigable for customers. The existing interface made product discovery difficult, with complex specifications and industry terminology creating barriers to efficient purchasing decisions.
Challenges
- Extensive catalog of 5,000+ industrial lubricant SKUs
- Highly technical product specifications difficult to navigate
- Complex decision factors for industrial customers
- Poor conversion rates due to complicated discovery process
Solutions
- Redesigned product discovery interface
- Intelligent filtering system based on application requirements
- Comparative specification visualization tools
- Streamlined conversion path for repeat purchases
- Industry-specific navigation pathways
Outcomes
- Significantly improved conversion rates across product catalog
- Reduced time-to-purchase for returning customers
- Enhanced customer ability to find appropriate products
- Increased average order value through better product matching
- Strengthened competitive position in industrial lubricants market
Conclusion
By applying deep user research to understand the technical purchase journey, I created an interface that simplified complex decisions without oversimplifying the products themselves. This balance of technical depth and usability translated directly to improved business performance and customer satisfaction.