Amazon Services
Client: Mothercare.co.uk, 2006

As we learned during the discovery phase of the project, making purchases for a baby can be quite an angst ridden experience, especially for our primary persona, the First Time Mum. I recommended we offer a comparison tool that allows the customer to select products from the same category and view them on side by side comparison chart.

When the checks the "add to compare" box, the product is highlighted and the feedback text confirms the product has been added and provides a link to compare the products now. During the usability tests, we learned most customers click on the contextual "compare now" link versus the big, orange, primary action "compare" button located above and below the list of products.

This page also features helpful buying tips and guides for strollers.