Eliminate Analysis Paralysis by Collecting - Comparing - Choosing products in one screen.


Consumers want to have the best products that suit their taste/fitting their pockets. Usually there is a functionality to compare multiple products intra- website however, there is no one website which offers a flexibility to compare products from different websites. More and more consumers are looking for similar options at different websites but struggle to do neck-to-neck comparison at one place.

What all we know

  • When it comes to Online Shopping, 81% of shoppers conduct online research before buying
  • On average, 56% customers tend to visit at least three websites before making their purchase decision
  • A study by the e-tailing group concluded that consumers are invested in researching about the products:
  • 36% spend 30+ minutes comparison shopping before making a decision on purchasing a commodity product; 65% spend 16+ minutes doing so.
  • 51% visit 3+ sites before finalizing a purchase.

User pain point + feedback:

  • 91% of the customers we interviewed mentioned facing problems in collecting, comparing, and choosing the right product
  • With the thorough research, most of the customers have a decent idea but they would like to compare selective products before making the final purchase
  • Customers would want to compare products they like from different websites onto the same screen.

Landing on the solution

Option 1: Chrome extension: ruled out due to time and skill limitation

Option 2: We created a website, where we got the product assortments from 3 different websites so that the user can compare them in one place.

Explanation of solution  

We chose a niche product for which there is no one place to shop. We want to be exclusive in our product portfolio. Hence, we chose Gaming Chair to start with. We created a landing page to educate user how to use our product. Once user moves from landing page to comparison page, he/she can see the options to add up to 4 products (chairs) to compare.

The customer can compare products on various dimensions (which customers prefer to compare products on). Once user decides the product, he/she can click the Visit Website button to go to retailer website to compete the purchase.

We used python for data scrapping and made a repository of all the products from the three websites- Secretlab, DXRacer, and Hermanmiller. 



Product Manager Learnings:

Anjal Haroli

Over the span of 12 weeks, I learnt about

  • Customer Empathy
  • Teamwork
  • Prioritization

Designer Learnings:

Suwratul Abdullah

  • Technical constraints
  • Developer handoff

Developer Learnings:

Jeff Irvine

  • Learning new technologies
  • Collaboration with product team

Developers Learnings:

Tobi Okunuga


  • Implementing developer concepts
  • Learning new technologies

Full Team Learning

Collaborate, ask questions, and communicate openly.