Project Overview
As a product manager and designer working on e-commerce experiences within the lifting supply b2b space, one of my primary objectives was to identify user flows in need of improvement and propose user-centered design solutions that closely aligned with our business goals.
I learned from the sales team that 70% of their calls were from customers looking to purchase parts for their equipment.
By evaluating the replacement parts browsing structure I uncovered the potential to improve the experience through employing a drill-down filtering structure.
Existing Parts Locator page
Proposed solution
Process
I approached this project by building a relationship with the sales team, interviewing them about their workflows, and asking how they believed users searched for replacement parts.
During these interviews, it became clear that we needed to make it easier for users to find their part number. If a customer has their part number, they can easily find their part by using a global search. In cases where users want to browse the site for their part, analytics confirmed that users spend a lot of time navigating the current parts index, presumably due to the high amount of information they need to wade through.
Through conducting heuristic and competitive analyses, it became clear that we could improve the parts search experience by providing resources to find their manual, and tailoring their search experience to display only the parts that fit their exact hoist.
With a better understanding of how users search for parts, we could build an experience that aided our users where necessary while giving them a more context-tailored browsing structure.