Clorox Cleaning

New DTC Channel Implementation

As the Clorox business strategy continued to shift towards a DTC model, there was a need to add e-commerce capabilities to the existing site with focus on seamless integration and frictionless customer experience.

The clorox.com was originally built on Wordpress and served as a product education hub for the whole cleaning portfolio. To make any online purchases, customers were redirected to other e-tailers (e.g. Target, Amazon, or Walmart).

Identifying the needs:
Platforms

While clorox.com remained on Wordpress, the e-commerce site experience was primarily built on the Magento front-end. This will required thought and effort in thinking about how to integrate the two site back ends and front end systems together.

Seamless experience
he Wordpress and e-commerce portions of the site serve different purposes. With two separate teams owning each, the product, design and engineering teams needed a deep understanding of the customer journey and how to seamlessly redirect from one domain to another without interruptions.

Focus on bundle experience
Through user research, we learned that there’s an increased interest in bundling cleaning products. The teams aligned that it will be the business focus for MVP. Reworking the navigation -To prevent confusion and usability issues, the team needs to redesign the navigation that is seamless between Wordpress and e-commerce site as customers are redirected back and forth. First step will be to dig through site data to inform our design. From the data, we can see a clear anatomy of the navigation start to take form.

Collaborative cross platform search improvements

Our data collection and research efforts across the UX and product teams showed that 30.5% of all search users look for specific products to purchase and 21.5% utilized search to look for product information. From this insight we knew the search would need to return results from both the Wordpress (educational content) and e-commerce (D2C domains).
With this knowledge I employed the team to utilize our best found solution, Algolia (AI powered search engine) which bridged the gap between two domains. The search opened up a full page overlay which returned results on products, educational content, and other consumer resources without sacrificing the SEO or hurting conversions.