In 2017, a massive overhaul of Sears.com took place, with a focus on UX/UI, content strategy, and experience design to enhance Sears’ online experience, usability, search, taxonomy, and key touchpoints.
From this initiative, the homepage was migrated from WebSphere Commerce Suite to Web Content Management, and finally onto a custom Content Management System, using CQ5. This provided an open, cloud-based platform able to deliver engaging, omnichannel customer experiences, driving success for all online business units.
The enhanced design outperformed the previous customer experience significantly and was ranked number 2 by Baymard Institute with 355 best UX practices.
As a result, Sears.com increased its conversion rate by 24% in Fiscal Year 2017 and 19% in Fiscal Year 2018.