Local Store Pages

Challenge: The Container Store is not utilizing their local store pages to their fullest potential. Our analysis through Quantum Metrics indicates that one of our top Google searches is “container store near me”. Users are attempting to visit other parts of the site from this local store page, but are unable to access them due to a lack of links and proper design.

Our goal: Increase SEO traffic from local store pages to the rest of the site; dedicated to the “Expanding Our Reach” pillar.

Devices: Desktop, Tablet, Mobile. Prototypes available upon request.

Client: The Container Store | Year: 2023-24

New UI/UX

Old UI/UX

Competitive Analysis

We primarily focused on sites like Michael’s, UPS and Macy’s, both of which are well-known for their local page’s ease-of-use. We also explored our competitor sites like Crate & Barrel and West Elm.

The slide on the right represents our current hot spots via Quantum Metrics; most of the hot spots are not clickable, though users want to click them. This is a huge missed opportunity.

Old UX/UI

New UX/UI

Enhancements:

Store Services visible above the fold
“Share” button added
All Store Services are clickable and take the user to a general merchandise page or encourage them to make an appointment
Events block added
General merchandise links added
Integrated newly-published design system to ensure consistent UI

Constraints & Challenges

Leadership Bias

As with any project, priority is given to the preferences of leadership. It’s important to find a balance between UX recommendations and the priorities of stakeholders.

Limited Scope & Budget

With a limited budget and lack of development resources, we had to push several features (as seen below) to Phase 2.

YEXT Platform Constraints

The Container Store is utilizing YEXT to host the local store pages, so our internal dev and design had to consider the software’s limitations for the project.

Phase 2