OfficeDiscounters remembers customers' previous purchases. OfficeDiscounters' search results, in addition to showing products that match search criteria, remind customers of similar items they've previously bought from the site. This feature is friendly and helpful, especially for repeat purchasers looking to restock their office supplies. OfficeDiscounters' previous-order feature creates a good customer experience by making relevant information easily accessible to purchasers. The feature is an example of personalization done well.
Customers can follow the link to see which telephone-related products they've bought before.
This personalized information makes it easier to order additional phones of the same model or accessories for that model. While the previous-purchases feature is a helpful one, OfficeDiscounters' search could be improved. Meanwhile, the actual search box is in the upper right. OfficeDiscounters should make the search itself more prominent and reduce the self-congratulatory text. We still find it useful to display and discuss these features, though, since our aim is to learn from the good or bad design of the feature, regardless of when it was live on the site.