How a Tennis Ball Increased Lowe's Vacuum Sales by 9%

The problem wasn't the vacuums. It was that customers didn't feel confident enough to buy one.

Client: Lowe's
Sector: Retail, In-Store UX
My Role: Research Lead
Method: Fake store prototype + MOXO sensor tracking

Lowe's hired mPath to reinvent the experience of buying a wet-dry vacuum. mPath conducted diagnostic research and emototyping to understand the current experience and develop a new approach that increased purchases, customer retention, and value.

The overarching theme in our design work was that shoppers were not feeling confident that they were making the right choice in their purchases.

We built a fake vacuum store and had shoppers visit in the morning, making changes in the afternoon.

9%sales increasein-store randomized control test

150+design suggestionsimplemented by Lowe's

14→3choice reductionfrom 14 models to 3 clear categories

Earliest prototype of the suction demo station — vacuum and buckets in a backyard — The earliest suction prototype, built outside.

Fake Lowe's store prototype set up in the research lab with wood-mounted vacuums — Fake store prototype used for in-lab testing.

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Three Things That Changed

Simplify Messaging

Boxes and signs had many unorganized messages and information. Shoppers were so overwhelmed they couldn't read any of it, let alone stop to touch.

The number-one question we identified from new shoppers was "Which one should I use at home?" We placed a label above boxes and displays: "Best vacuum for home use." We also placed a large, red, pop-up arrow next to the vacuum, saying "Try me out," achieving our primary goal of getting shoppers to touch the products.

Customer examining vacuum hose attachment at the Lowe's suction testing station

Add Interaction

We addressed what people originally asked for: professional design, simple messaging, accessible products, and differentiable choices. After implementing all of these features, the space was still only rated 5/10.

We noticed that most shoppers subconsciously put their hands on every vacuum to feel the suction, but all the suctions felt the same. We installed a tube with tennis balls to help customers visualize the suction; they rated the experience as the best they ever had at Lowe's.

Over the weekend, we experimented with suction physics to see how we could better visualize horsepower.

Stress sensor graph showing engagement spike when customers interact with the suction station — Skin conductance readings spike when customers physically interact with the suction demo — engagement through direct experience.

Simplify Choices

Interviewed shoppers were expecting one wet/dry vacuum. Instead, they had to evaluate and choose between 14 different options. They could not differentiate between these options.

We found that shoppers differentiated vacuums based on their storage size: small, medium, and large. They expected all vacuums to have strong suctions and similar accessories. For wet-dry vacuums, they tend to be indifferent to the brand.

If you visit the Lowe's store today, you can see the tennis ball suction station ready for play.

Wet-dry vacuum comparison in prototype store

Customer browsing redesigned vacuum section

Lowe's implemented over 150 of mPath's design suggestions and conducted an in-store, randomized control test. According to the results, mPath helped Lowe's increase their sales by over 9% and increase customer satisfaction and promotion.

If this landed, forward it to someone designing retail or purchase experiences.

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