INDUSTRIAL ONLINE SALES PROCESS IMPROVEMENT
Brief
The client, an industrial company, experienced high customer reliance on phone support for placing orders, leading to inefficiencies and increased operational costs.
Challenge
The main challenge was to redesign the online sales platform to enable customers to manage their orders independently, reducing the need for call center assistance and streamlining the process.
Approach
To address the identified issues, we conducted extensive user research and usability testing.
This involved detailed analysis of user behavior and pain points on the existing platform.
We then redesigned the information architecture and optimized key user flows, prioritizing ease of navigation and self-service capabilities.
The new design included intuitive interfaces and clearer pathways for order management, which were validated through iterative testing and feedback loops, ensuring a user-centric solution that aligned with business objectives.
The client names and other confidential details have been modified to comply with signed non-disclosure agreements (NDA)
My Contribution
As the UX designer, my role encompassed several key responsibilities:
- Discovery, Analysis, and Definition Phase: I identified key user needs and defined the project scope, ensuring features aligned with operational efficiency goals.
- Product Workshops: Led sessions to gather insights and align the team on necessary functionalities.
- Sitemap, Navigation, and IA: Designed an intuitive structure for easy navigation and clear information architecture.
- Low Fidelity Design Wireframes: Created initial wireframes focusing on functionality and user flow improvements.
- High Fidelity Design Wireframes: Developed detailed wireframes with specific design elements and interactions.
- Documentation: Documented user flows, design patterns, functionalities, and overall aesthetic.
- Low Fidelity Interactive Prototypes: Built basic prototypes to test user interactions and gather feedback.
- Development Alignment: Collaborated closely with the development team to understand technological constraints and project scope, ensuring feasible and impactful changes were implemen
Results
The redesigned digital sales platform resulted in several notable improvements:
- User Independence: Prior to the redesign, users often had to rely on phone calls or company employees to log in and complete orders on their behalf due to the complexity of the process. After the redesign, users were able to complete the entire process independently, freeing up significant time for company employees.
- Operational Efficiency: The simplification of the process reduced the need for employees to bypass the system or assist clients, leading to substantial time savings and increased efficiency.
- Positive User Adoption: The majority of clients seamlessly adopted the new process, leveraging the improved system to efficiently complete their orders.
User Feedback
Before the redesign, users frequently resorted to phone orders, requiring company employees to log in with commercial user accounts to place orders due to the process’s complexity.
Post-redesign, this issue was resolved, with users able to navigate and complete the process independently.
This not only improved user satisfaction but also significantly reduced the workload for the staff.