Design problem

• From customer service calls, it became obvious that potential customers were having difficulty understanding the differences between our products.

• Some customers were buying for gifts and did not know the details of duck calls.

constraints

• We needed a way to solve the user's problem by using our website as the tool.

solution

• I developed a guided application within the website that gives a product suggestion and provides additional education about products that the user can access during that flow.

information architecture 

• The project presented a fairly complex orginization problem. It took a while to decide on the best way to structure the data and engineer the user's flow through the app.+

• Using the five hat racks strategy or L.A.T.C.H (location, alphabet, time, category, hierarchy)  I divided up all the possible selections a user could make. It resulted in five criteria that a user could define their choice by.

conceptual design

• The basic idea is that instead of forcing a customer to make a complex decision, we will ask them simple questions one at a time. 

• This reduces cognitive load and eliminates decision paralysis.

Interaction design

• The matcher works like a wizard, in that it chunks the decisions that user have to make into manageable bites. 

• It also shows progress and gives helpful advice along the way.