Barcode scanner
Objective: rewrite frustrating error messages in the Home Depot app’s barcode scanner, improving the entire experience along the way.
The project
Main stakeholders: product manager, UX designer, developer
My role: lead content strategist, writing content for the entire experience
Challenges:
Old error messages were frustrating customers; they were inappropriate and unhelpful.
Only messaging could be changed; scanner functionality remained the same.
Timeline: Nov 2020 - Jan 2021
Journey map of the old barcode scanner experience
Part of the competitive analysis
The strategy
Basic process: Audit & journey map > Competitive analysis > Write content > Launch > Check stats & feedback > Iterate
Content notes:
I worked with the product manager to understand the barcode scanner’s main use cases. Most customers were at a Home Depot store, scanning items to check for price, reviews, or other details.
After auditing the old experience to uncover what error messages existed, I worked with our accessibility specialist to find ways we could improve the experience for vision-impaired customers.
User-based iterations:
An earlier version of the “Product Not Found” message attempted to explain that products might “not be sold in-store.” This was meant to be contextual given that most customers used the barcode scanner at the store. However, customer feedback showed that this message was confusing, so I iterated to make the message more general and helpful.
Error messages
The old error message did nothing to help customers successfully scan their item.
In fact, the “OOPS!” read as too lighthearted, frustrating customers further.
The new version addresses the 2 most common reasons a code wasn’t able to be scanned. It also gives an alternate path in case customers give up and just want to search by name.
The old error message didn’t help customers find what they were looking for.
When trying to find info on a specific item, why would they want to scan a different item? While technically true, the “not sold online” language was also not helpful to customers shopping in-store.
The new message tells customers what they need to know without confusing them with extra details.
Suggesting they search by name may help them find more results that are closer to what they’re looking for. I also addressed some capitalization issues and the redundant “Scan Again” CTA.
Accessibility, surprise, and delight
The initial instructions for how to use the barcode scanner were useful, so I just edited them for concision.
Removing the directional language, “in the field above,” also made them more accessible for vision-impaired customers.
The loading screen that appeared while the scanner pulled up results originally read “Searching…”
Since this isn’t a sensitive moment in the user journey, it was a good opportunity to inject a little playfulness. We added Home-Depot-themed animations of a circular saw, screw, and paint can, and I wrote some fun puns to go along with them.
Another favorite option for the screw was “Drilling down results…”
Results
Barcode-scanner-related customer complaints went down