"The new product name is too similar to the core product name and customers are confused"

Coinstar launched a product named Coinstar Exchange, which allows customers to sell their gift cards for cash. The new product was launched on a select number of Coinstar kiosks in different locations. Customer Service began to receive calls from customers trying to use Coinstar Exchange but were unable to determine which of the Coinstar locations had a Coinstar Exchange machine. Some customers drove miles to locations sited on Coinstar.com to only find the original coin counting machine.

Partnering with Research, my team led the development of user scenarios based on Google Analytics and marketing persona research data. Those user scenarios were leveraged to create screeners for user research.

Utilizing Usertesting.com, design led the team in an iterative user research study. Vinny Frye was lead UX designer on this work. Over the course of four studies, usability improved from a 60% passing score to above 85%.  But even with the passing usability scores, leadership was unsure on the best navigation and content strategy for the brand and customers moving forward.

To help leadership, design conducted an all-day content design sprint using wireframes to gather feedback on hierarchy and brand strategy.

After the content sprint the team moved forward with a global navigation approach leveraging branded kiosk image markers to help customers differentiate product information and location results.

Key finding: To differentiate Coinstar Exchange from regular Coinstar service offerings online, the page/promotional banners must be marked with the kiosk name, image, and descriptor (i.e coins for cash or cash for gift cards).