Moen Faucets

Overflowing with Possibilities
Agency: Critical Mass
Location: Chicago, IL
Date: December 2013
Responsibilities: UX & Content Strategy

The Challenge

When a piece or section of your faucet breaks, the average consumer's first reaction is inaction. Without the basic knowledge of how plumbing, pipes, or water lines operate, it can be near-impossible for the layman to simply roll up their sleeves and solve the problem on their own. Most people don't experience this problem on a regular basis and when they do, it can lead to strong feels of frustration with the their faucet brand, which ultimately damages brand loyalty while also creating a crappy customer experience.

The Research

We worked with local Moen showrooms in Chicago, existing Moen customers, and Moen corporate stakeholders to identify what the most common questions and scenerios that surfaced during the replacement-part process.

Competitive Analysis

The barrier to entry, for consumers when replacing part of their faucet on their own is incredibly high. Most of the time, what ends up happening is the consumer makes a call to a plumber, schedules an appointment for sometime in the near-to-distant future. When that plumber arrives, they may need to make multiple trips out to find the right part and get it replaced. And in many instances, finding parts for specific faucets and premium brands - like Moen - can be even more stressful. And due to the premium nature of brands like Moen, simply going to craft stores like Home Depot don't effectively solve the problem.

The Insight

More so than simply identifying the part broken on their faucet, Moen's consumers have a hard time remembering what type of faucet they have - as replacement parts are generally not needed shortly after a purchase is made.

User Story

As a user, I want an fast and intuitive experience while trying to find and order my replacement part for my Moen faucet.

The Strategy

To make a streamline process which allows users to quickly and effectively determine which parts needed to be ordered, to get their faucet back to working condition. By deconstructing and analyzing every physical attribute associated with a Moen faucet, we can create a flow for users to easily determine what product they have - along with identifying the part that needs replacement.

The Process

Before we could build a replacement tool, we first needed to record and analyze every component/feature of Moen's consumer faucets, in order to define a standard list of categories for all faucets.

The below categories represent the twelve most prominent categories and attributes for Moen's faucets.

After examining the quantifiable elements associated with each category, the next major task was to plot out the most optimal 'path of least resistance' for a user to navigate from the beginning to the end of the intake. Card sorting and other exercises were used to map out the relationship between all twelve major categories.

From the data, we discovered that the best experience was created by forking the user into two funnels, at the very start, with a question asking what room the user's faucet was in. In this variation, the majority redundancies were resolved as users traveled down the funnel, which led to a more uniform flow based on the other categories. 

The Solution

After all logic and user flows were mapped out for back-end development, we focused on how the user experience and interface would behave.

Creating a replacement part tool would be extremely beneficial for users with no idea as to what the unique identifier for the replacement part or faucet was. We also wanted to address the other user story, which revolves around a customer accessing Moen's site with knowledge of their serial or part number. 

Due to this fork in logic and user behavior, we decided to allow users the ability to choose easily from the start, as to which route they would prefer to go with.

In some cases, a user might already know their faucet's serial or product number. In those edge cases, users need to able to bypass the intake and immediately find what they are looking for.

Alternatively, if a user is trying to replace part of their faucet and they do not know the correct serial or product number, the interactive intake can assist them.

As users move through the intake, basic questions relating to the twelve perviously determined categories will be displayed. In the event that additional clarification is needed for a particular question to be answered, content will be displayed in a box on the right hand side of the question. As a user progresses, they will see their overall status, along with what questions they have previously answer, on the screen in real-time.

Once a user completes the intake, they have two options.

Option 1 takes the user directly to Moen's internal e-commerce experience with only the faucets that meet the qualifications of the intake being displayed. From there users are able to order the part that they need.

Option 2 allows the user to go back and edit their answers if they are not confident in regards to the initial selection.

The Tool