About This Project
Rent-A-Center offers rent-to-own products for those with little to no credit. When I first engaged with Rent-A-Center, the site was essentially a display of static product categories, information on how to rent, and a lengthy four-page request form to have a store contact you to drive you to a store location for product selection and completion of a rental agreement.
Strategy
By leading the efforts on customer research, including and extensive onsiote survey collecting customer intent, a measured success rate and deirect feedback on the sit dificiencies, I convionced Rent-A-Center to a long-term initiative to rehaul the entire experience to one that provides local inventory to the site based of a store selector, creation of a more e-commerce like online shopping experience, and a shortened rental lead process to raise overall time on site, improve product details and information, adding of product to a cart-like rental agreement process to more effciently move customers to completion of a rental agreement.
Approach
I led the entire site redesign process, which included competitive reviews and recommendations to Rent-A-Center on a totally new product catalog architecture, brand repositioning, a store locator approach, a content management interface, and standards to ingest product imagery and content into the site.
Initially, I developed a high-fidelity wireframe prototype to test initial strategic decisions with this audience. That led to a design exploration process to bring the site standards up to the overall brand positioning and create an online browsing experience that rivaled top retailers like Home Depot and Target. I ran dozens of online tests to evaluate design, product findability (both desktop and mobile), create targeted product recommendations, and merchandising slots for Rent-A-Center to feature products and product categories.
After running final usability testing of the entire flow, including store locator, product selection, and completion of lead request process, I handed over production-ready assets, annotations, and user stories to the development team.
Result
The overall benefit of this effort led to an 80% increase in leads to Rent-A-Center locations. It also paved the way for a $7 million initiative to implement the first online rental agreement project that allowed customers to select a product for delivery with no store visit required.