PC-FINDER
BACKGROUND
When consumers search for a laptop on Amazon, they are confronted with over a thousand results, leading to choice paralysis and a prolonged purchase journey that often takes up to 12 days. In many cases, only one out of four shoppers completes a transaction.
GOAL
Create an end to end product discovery experience that empowers customers to find the right laptop based on their unique needs, improves conversion rates for premium devices, and generates actionable insights into shopping behavior.
SOLUTION
Helping customers close the gap between the desire to buy a laptop and feeling confident with their purchase was at the core of this project. Proactively analyzing customer data and observed friction in the purchase journey, I developed and championed the concept for the PC Finder. I invented an interactive tool that holds the hand of the customer and asks the right questions before making an educated product recommendation.
My focus was not only on simplifying the decision-making process but also on raising the bar for page aesthetics and user experience. The solution is easy, fun, and fast to use. Customers are guided through a series of short questions about how they plan to use the laptop. With the help of a familiar swipe mechanism inspired by mobile interactions such as Tinder, they can quickly answer multiple questions. Swiping right indicates agreement with a statement, swiping left indicates disagreement.
The entire experience was designed mobile first, as more than 70 percent of Amazon customers access the site on mobile devices.
I was responsible for defining and designing all creative and experiential elements of the project, including:
- Complete UX and UI design from wireframes to final interface, incorporating swipe interactions, progress indicators, and the option to skip to expert search
- Visual system and branding with a clean, modern look to build trust and focus on product benefits
- Interactive questionnaire flow with dynamically weighted recommendations based on user responses, for example prioritizing performance for gaming or value for casual browsing
- Expert search functionality providing advanced filtering by technical attributes such as processor type, RAM, and screen size
- Content and merchandising integration including sponsored placements and Tech Tipp recommendations seamlessly embedded in the experience
- Responsive design optimized for all devices
- Localization for multiple European markets as well as the US and Canada
In addition to the PC Finder itself, I shaped the broader campaign ecosystem, designing four sets of category specific banners and dedicated landing pages to create a consistent customer journey from first touch to conversion.
This is fascinating ... (…). Very cool –
I could see this idea applied to monitors and TV’s having just purchased one of each. Shopping for these products is very challenging. Can we make available in other countries?
Paul Kotas, svp at amazon.com
RESULTS
I reinvented the way we ask consumers what they want. Intel and Microsoft loved the PC Finder, and together we expanded it beyond Germany to EU5 countries, the United States, and Canada. After three years, the tool is still live and continues to evolve based on customer insights and performance data.
- The start rate of the tool was 3 percentage points higher compared to benchmarks
- The completion rate was 13 percentage points higher than benchmarks
- PC Finder ASINs are selling 62 percent above the average selling price in the laptop category, with a 50 percent higher conversion rate
- More than 203,000 unique visitors engaged with the experience within the first months of launch
- Overall campaign ROAS consistently exceeded expectations, reaching 20.53 compared to the baseline range of 2 to 5
- PC Finder ASINs contributed to more than 65 percent of category revenue during campaign periods
The PC Finder has become a long term product experience that continues to inspire trust and drive results across markets.