Guided Selling Web Experience
A multi-touchpoint solution to drive sales and increase customer success.
Agilent’s catalog includes thousands of highly technical products with little differentiation between them. The e-commerce site worked well for customers who already knew what they needed, but could be overwhelming for those who didn't.
How can we get Agilent customers to total solutions quickly and with confidence?
My Role
I designed a comprehensive solution to improve the customer journey including call-to-action plan, content & product strategy, and a flexible UI framework for multiple selection tools.
What I Did
Research, UI design, content strategy, prototyping, specs
Strategic product management duties including product and design requirements
Advocated & taught design processes and consumer-focused approach to client product organization
Led remote design reviews, brainstorm sessions, and interviews with clients and users
Identifying opportunities
Insights from interviews with internal stakeholders and users, Voice of Customer, and competitor analysis helped me uncover opportunities to leapfrog competitors as the best web experience.
Areas of Focus
I distilled research insights into these 4 areas of design focus:
Enhance findability
Through timely & thoughtful calls-to-action and content organization.
Instill trust
By always providing “why” and “how” data with recommendations
Promote self-service
With site flows that let customers find & buy without a sales rep
Provide total solutions
By going beyond the SKU to include bundles, training, & instructions.
Envisioning new customers journeys
Using early concepts and stakeholder workshops, we aligned on our mission:
Assist customers of varying knowledge levels to a total solution by actively guiding them to a buying decision.
Customer journey maps helped illustrate the ideal experience and identify opportunity areas.
And experience flow diagrams showed the full customer experience and all the features required, helping scope and plan roadmaps.
Prototyping & Testing
Feedback from users led to several improvements to the navigation model and the elimination of in-page selection tools.
Solution Highlights
Customers are prompted at strategic opportunity moments to let them know that Agilent is there to guide them, eliminating frustration and lowering drop off rates.
Simple and thoughtfully curated selection tools get customers to total solutions they can be confident will meet their needs - with item specifics and data to back it up.
In addition to designing multiple selection tools from scratch, I created a universal framework and detailed content guide so product owners could create customizable selection tools for additional product areas.
Making an impact
After launch the site has seen lift on page views, customer score, cart adds, and purchases.
As well as a decrease in abandon rate and negative customer feedback.
A lasting solution
In addition to what has already been implemented, the strategy I provided continues to drive many project roadmaps for Agilent.com.
The call-to-action strategy is used throughout the Agilent’s web workflows, and dozens of selection tools have been created using the UI framework I designed.
