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In 1998, HP Shopping, a wholly owned subsidiary of Hewlett-Packard, first launched an experimental Web site in the emerging area of online commerce. While the site originally offered a limited selection of products, it quickly grew to provide quick access to HP's full line of consumer electronics, ranging from PCs and printers to digital cameras and palmtops.
When HP Shopping recognized that organic growth had resulted in a site lacking a cohesive and compelling experience for its customers, it came to Cooper. The goal was to develop a world-class e-commerce site that built upon strong recognition of the HP brand while also appealing to new buyers who were less technologically sophisticated than traditional HP customers.
The homepage shows a persistent shopping cart.
Using ethnographic field research and detailed input from HP Shopping's marketing team, Cooper identified a major opportunity to design for a class of users not yet served in the market space. Though many existing e-commerce sites offered a plethora of technical specifications and complex configuration tools allowing tech-savvy shoppers to assemble their own computer systems, no sites seemed to serve the needs of intelligent but inexperienced customers more interested in real-life benefits and applications than in features and technical specifications.
Cooper designed a site for HP Shopping that helps customers to understand how HP products relate to their specific needs—and by doing so, enables them to make smarter purchase decisions. Cooper's solution features clear, well-organized pages designed to minimize navigation and keep customers oriented, no matter where they go in the site.
Cooper's design for HP Shopping creates an e-commerce experience that helps customers make confident and informed purchase decisions through the use of a plain-language recommendation engine and layouts tailored to communicate practical product uses and benefits. The design also keeps users oriented through simple navigational structures and a persistent shopping cart.
The Product Details page offers an in-depth look at each product as well as the product groups offered as a complete solution.
Cooper's design for HP Shopping has served as a framework and roadmap for ongoing iterations of the site, which now provides a compelling shopping experience to countless users. In the August 15, 2000 issue of CIO Magazine, hpshopping.com was honored with a "CIO Top 100" award, which recognizes excellence in e-commerce Web sites.