B2B lEAD gENERATION
How might we simplify the lead generation journey while also increasing brand recognition and SEO
Table of Contents
The Problem
Our
The Solution
After planning, strategizing and researching, we were able to identify all codes sent from various carriers (20+), and connect them to statuses that were informative and timely. Designs were informed by primary and secondary research alongside guiding UX principles.
Results
23% Reduction in call volume since launch (2024 March)
Increased the total statuses from 5 to 10
Order Tracking Enhancements
Introduced visual indicator to help with progession of the order
Included clear statuses that are similar to others in the industry
Added additional context that is discoverable if there is confustion
Reorganized the hierarchy of content to help with discoverability and manage reading patterns.
Email Enhancements
Created visual hierarchy to help customers read the most important cnntent first
Introduced linking to allow continuation of the journey from email to website
Reorganized the email to help with clarity of order and payment summary.
How We Got Here
Strategy and Planning
Fortunately, I was able to start alongside the kickoff of order tracking to help plan the delivery of designs, bandwidth for research and a rolling handoff for our development strategy.
In this phase we identified the opportunities and translated those into a roadmap to socialize and gather alignment across various business teams.
Discovery
After the initial planning and strategy of the product roadmap, I was able to start uncovering how to create the solution. Discovery work consisted of competitive analysis and internal processes to see how we could create best-in-class experiences while ensuring we were able to accomplish those goals.
Backend infrastructure
Located and Identified all back-end infrastructure from when a customer clicks “Place Order” until the receive their product
Identified their use and connectivity to the overall customer experience
Journey Service Mapping
With the back-end services identified, I organized them based on the different customer journeys.
The service maps connect the back end to the front end and everything in between, helping us understand our system's shortcomings.
Discovery Interviews
Interviewed 5 users who have placed orders within the past week to understand how they go about their order-tracking journey
Disovery Insights
Staples has multiple warehouses with varying product assortments which means that multi item orders could get shipped out separately
Due to multiple shipments and scope, we could not restructure how we handle orders in the front end. (amazon is item-level tracking)
Transitional period of warehouse inventory management systems meant that some of the processes in warehouse picking management would be changing
Customer
Customers tend to track their order when it is of high value, urgent, for their business, delayed or from a place they do not normally buy from.
When tracking orders customers track via all available forms such as through email, the site directly or the shipping carrier sites.
Customers prefer emails over text messages as lately, texts have become suspicious.
When communicating with customers they prefer to be overcommunicated as they can choose what they want to read.
When things go wrong they want to deal with the company they bought the item from not the carrier, as well they would hope that there are contingency plans and good customer support in place.