To help customers understand our extended warranty product we sell through Tractor Supply Company (TSC), we developed “Smart Content”. It is just-in-time content that is accessed by the customer during the checkout process.
Our first iteration was built on the original Smart Content platform I had built out for Walmart, Home Depot and other retail clients. It was tab-based and modular enough to accommodate different segments and categories.
However, through user testing and analytics we discovered only the first two tabs got any traffic. So I went to work on developing a new model that condensed the information into a 1-pager. Although it didn’t include all of the previous content, this new version was more streamlined and required fewer clicks to get to the message. Plus, some of the content was hidden using progressive disclosure methods asking users to "opt into" seeing it.
This approach made it easier for TSC to incorporate it into their website. Moving past the tabbed-interface also made it faster to spin off new versions of Smart Content.
From a design perspective, we were also able to incorporate more of the TSC brand into the page. They have such a rich and textured palette, and trying to squeeze that into tabs didn’t do it justice. Having the ability to stretch out certain sections and restrict others was creatively liberating.