Name: Productizing services: Designing a discoverable installation journey in E-commerce
Start: 2026-05-27T17:15:00+0200
End: 2026-05-27T17:45:00+0200

Productizing services: Designing a discoverable installation journey in E-commerce

FULL

Wednesday May 27, 2026 17:15 - 17:45 CEST

🧩 PM/UX ARENA

Limited Capacity full
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## Context

Leroy Merlin is more than a home improvement retailer; it is a **one-stop shop that empowers people with end-to-end solutions to enhance their homes and their lives**. Leroy Merlin Brazil is a benchmark within the group when it comes to service sales.

However, throughout our digital journey, services had historically been treated as a **complement to product purchases**, confined to checkout flows or hidden behind low-visibility pages.

This structural constraint reduced offer visibility, limited the sale of standalone services, and prevented us from fully leveraging one of our **core strategic assets**.

In this presentation, we will share how we **redesigned and rebuilt the digital service journey** to transform installation services into **searchable, discoverable, and scalable digital products**.

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## Redesigning the Digital Service Journey

The initiative was grounded in a **robust Discovery phase**, including:

- Deep dives with the **Instala operational team**
- Interviews with **store floor staff at the Tietê store (São Paulo, Brazil)**
- **Behavioral analysis using Microsoft Clarity**
- **A/B testing experiments**

Based on these insights, we redesigned the user journey to make services **visible and accessible across the entire digital funnel**.

### Key Experience Changes

**Smart Search**
Relevant installation services are now suggested **directly within the search bar**, allowing users to discover services earlier in their journey.

**Listing Pages (PLP)**
Dedicated tabs allow users to **toggle between "Products" and "Services"**, enabling easier discovery of standalone services.

**Product Detail Page (PDP)**
A new **service component** was introduced on product pages, including:

- Transparent service pricing
- Warranty information
- A **toggle switch** enabling users to add installation services **directly to the cart together with the product**

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## Preliminary Results

Early results already demonstrate the impact of integrating services directly into the product discovery journey.

The new experience generated a **242% increase in sessions that add services to the cart**, growing from an average of **40 to 137 daily visits** with service attachment.

We estimate this increase represents an **additional annual revenue of approximately R$613,000 from services attached to product purchases**.

Service discoverability also improved significantly. In just **five days after launch**, visits to **service pages increased by 17%**, demonstrating the impact of making services more visible within the search experience.

These early results reinforce our core hypothesis: **when services are made visible and integrated into the decision journey, they unlock new value within digital retail ecosystems.**

Speakers

Gabriel Yuji Hata

Senior Product Manager, Leroy Merlin

Senior Product Manager at Leroy Merlin Brazil, leading the Attraction Squad responsible for the digital discovery journey across the company’s ecommerce platform — including home, navigation, search, category pages, and recommendation experiences.

I work at the intersection of product strategy, data analytics, and search architecture to improve how customers discover products, installation services, and solutions online. I led the redesign of Leroy Merlin Brazil’s search ecosystem, including the migration to Algolia and the i... Read More →

Wednesday May 27, 2026 17:15 - 17:45 CEST
🧩 PM/UX ARENA 135 Rue Sadi Carnot, Ronchin, France

Product Management / UX, Talk

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