Services: Content design, UX writing
Overview: We set out to give Sam’s Club members a tool to see how items fit in their space. In the Sam’s Club app, we introduced an augmented reality feature that let members see digital renderings for a limited number of furniture pieces through a mobile device camera view. 75% of visitors to a product page that had the feature used it.
The feature was new, so I created the content for the flow from scratch, ensuring voice and tone were consistent with our brand guidelines. To guide our decisions, I worked with the team to do in-field observations, interview Sam’s Club members, and cross-reference with insights from personas developed by our UX research team.
Entry point
The project kicked off as augmented reality was being introduced to the mainstream. We needed a simple call-to-action that communicated the benefits of the feature without technical terms. We explored different options, aiming for plain language: “See it in your space,” “See it in your home,” “See it in AR,” “See it in 3D”
Core flow
We wanted to invite a sense of play and exploration to help members learn how to use the experience, and avoid heavy-handed tutorials. To achieve this, we explored pairing friendly, warm voice attributes with subtle, playful animation, walking members through one step at a time.
Troubleshooting
We offered instructions to recover in case members ran into issues. Rather than take them out of the experience to a website help center, we included a tip sheet that could be accessed within the experience to address the most common concerns.