Transforming Parts Ordering through
Digital Innovation

Introduction

Hunter Douglas’s outdated parts ordering system was plagued by inefficiencies, inconsistencies, and costly errors. Reliance on phone calls and email inquiries overwhelmed customer support and frustrated users. With this legacy system creating bottlenecks at every stage, the need for a transformative solution was clear.

This project was designed to build a modern digital platform that would redefine parts ordering for three distinct user groups: Consumers, Dealers, and Installers. The goal was ambitious yet precise—reduce the dependency on customer support, achieve substantial cost savings, and deliver a seamless experience tailored to diverse user needs.

A key component of this transformation was fostering cross-departmental collaboration across Product Management, IT, Customer Support, Marketing, and Supply Chain teams. Regular meetings and workshops ensured alignment of goals, timelines, and workflows, while the use of Agile methodology allowed for iterative development cycles, enabling phased delivery and continuous improvement.

The Challenge

Overcoming Complexity to Deliver Innovation

Problem Statment

Hunter Douglas’s reliance on a manual, fragmented system hindered efficiency and user satisfaction. A digital-first, intuitive solution was imperative to streamline operations and deliver a transformative user experience.

Our Primary Objectives
To address these challenges, the project centered around three primary objectives:
01
Create a customer-centric platform with intuitive navigation and robust functionality for Consumers, Dealers, and Installers.
02
Minimize operational inefficiencies and support dependency to save millions annually.
03
Build a scalable, future-proof solution adaptable to the dynamic needs of users and the business.
Discovery and Research
Unveiling the Core Challenges
Through customer feedback and insights from Topbox, the team pinpointed recurring issues:
01
Navigation Frustrations
Users struggled to locate specific parts within the complex catalog.
02
Bulk Ordering Limitations
Dealers and Installers lacked tools to streamline large orders.
03
Error-Prone Processes
Manual ordering methods led to frequent errors, frustrating customers and burdening support teams.
User Personas
Understanding the Audience and Defining Personas
Three unique personas emerged: Consumers: Needed a simple, intuitive interface for quick purchases. Dealers: Required access to detailed technical data and bulk-ordering capabilities. Installers: Sought seamless order tracking and compatibility details.
Consumer
DIY homeowners, average age 30-45, often with limited technical knowledge.
Goals
Quickly find and order parts with minimal technical input. Access clear, concise product details to make confident decisions.
Pain Points
Difficulty navigating large catalogs. Overwhelmed by technical jargon.
Needs
A simplified interface with filters and high-quality images. Straightforward product descriptions and compatibility details.
Dealer
Small to medium-sized business owners managing repeat orders.
Goals
Streamline bulk ordering to save time. Access order history for reordering frequently purchased items.
Pain Points
Repeatedly entering the same product information for large orders. Limited tools for order management and tracking.
Needs
A bulk-ordering tool with CSV upload capabilities. Comprehensive order history with quick reorder options.
Installer
Field technicians or subcontractors, often working on-site with mobile devices.
Goals
Quickly locate and order parts while on the job. Access technical specifications and compatibility details.
Pain Points
Difficulty navigating large catalogs on mobile devices. Time delays due to inaccessible technical data.
Needs
Mobile-friendly design with larger touch targets and streamlined navigation. Collapsible technical specs and real-time order tracking.
Competitive Analysis
Competitive Insights: Improving on Existing Platforms
In the initial research phase of the project, we conducted a comprehensive competitive analysis to understand the strengths and weaknesses of existing parts ordering platforms. This analysis provided valuable insights that informed our design and development strategy.
Competitor x Factor
Strengths
Weaknesses
FastParts
Established digital platform with robust search functionality. Bulk ordering tools available.
Complex navigation for new users. Limited customer support channels for issue resolution.
PartSource
Extensive catalog with real-time inventory updates. Strong dealer loyalty programs.
Outdated user interface, especially on mobile. Limited support for smaller user groups.
OmniParts
Multi-language support for global users. Predictive search and robust filtering options.
Lack of personalization for frequent users. Limited bulk ordering capabilities.
QuickOrder
Speedy checkout process and one-click ordering feature.
Limited parts catalog compared to competitors. Poor customer feedback on technical support.
Ideation and Brainstorming
Unveiling the Core Challenges
The Proposed Solution
Rebuilding the Platform
The solution was designed to overcome cataloging complexity and improve cross-department collaboration:
01
Global Navigation and Search
An intuitive navigation bar and predictive search functionality simplified finding parts.
02
Bulk Ordering
CSV upload and catalog-based selection tools streamlined ordering for Dealers and Installers.
03
Streamlined Checkout
A one-page checkout process reduced abandonment rates.
04
Order Tracking
Integrated widgets provided real-time updates across devices.
Information Architecture
The solution was designed to overcome cataloging complexity and improve cross-department collaboration:
MoSCoW Prioritization Framework
The MoSCoW framework was employed to prioritize features and functionalities for the project, ensuring the platform aligned with user needs and business goals.
Intuitive global navigation and search functionality, including predictive text and part number auto-completion. Comprehensive product display pages with collapsible technical specifications, high-quality images, and compatibility details. Bulk ordering tools for Dealers and Installers, supporting CSV uploads and catalog-based selection. A one-page checkout process to minimize cart abandonment and simplify transactions. Mobile responsiveness for seamless use across devices, especially tablets and smartphones. Order tracking widget integrated into the homepage and confirmation emails. Secure payment processing with multiple options. Cross-department collaboration workflows to align objectives and timelines.
A personalized “Frequently Ordered” section based on user history. User profile management for storing past orders, saved lists, and payment details. Real-time inventory updates for accurate availability information. Multi-language support for broader accessibility.
AI-driven recommendations for related products and accessories. Advanced analytics dashboard for Dealers and Installers to track their order history and spend patterns. Gamification elements such as badges for frequent users. Optional themes or color schemes for enhanced customization.
Augmented reality (AR) for visualizing parts in real-world environments. Advanced predictive maintenance tools for Installers. Full offline functionality for areas with limited internet access.
Wireframing and Prototyping
Turning Ideas into Reality
Prototypes were developed to visualize the new design and test the changes with real users. The prototypes focused on:
Usability Testing
From Insights to Refinement
After implementing the proposed changes, we conducted usability testing to ensure the new visuals were effective in achieving our goals. The testing phase allowed us to validate our design decisions and ensure they addressed the challenges identified during the initial research phase.
3
Testing rounds with users
100+
Overall participants
Round 1: Early Prototype Testing
10
Consumers
8
Dealers
7
Installers
Round 2: Interactive Prototype Testing
30
Users (divided evenly among personas)
Round 3: Real-World Testing with Beta Users
15
Consumers
20
Dealers
15
Installers
Design System
Establishing Visual Identity
To ensure consistency, scalability, and efficiency throughout the design and development phases, we implemented a comprehensive design system tailored to the platform’s needs.
Some Final Prototype Screens
To ensure the platform effectively addressed the distinct needs of each user persona (Consumers, Dealers, and Installers), we developed high-fidelity prototypes in three structured batches. This approach allowed us to focus on creating tailored user experiences while maintaining a consistent design language across the platform.
Dealer
Installer
Consumer
View All
Post-Testing Metrics
Tangible Improvements in Efficiency and Satisfaction
The impact of the redesigned digital parts ordering platform was measured across several key performance indicators, demonstrating significant improvements in usability, efficiency, and user satisfaction:
Navigation Ease
User satisfaction with navigation rose from 7.0 to 9.3/10, driven by the enhanced global navigation bar, dropdown menus, and predictive search functionality. Users consistently highlighted the ease of locating parts as a standout improvement.
Mobile Accessibility
Mobile satisfaction scores improved significantly, rising from 6.8 to 9.0/10. Enhanced mobile responsiveness, optimized layouts, and larger touch targets contributed to a more user-friendly experience, particularly for Installers accessing the platform in the field.
Checkout Speed
A streamlined one-page checkout process reduced checkout times by 40%, minimizing cart abandonment and creating a faster, more efficient purchasing experience.
Support Reduction
Early results showed a 20% decrease in customer support calls, attributed to the platform's improved usability, comprehensive FAQ integration, and live chat support.
Dealer & Installer Adoption
The introduction of the bulk ordering tool boosted task efficiency by 25%, enabling Dealers and Installers to quickly process larger orders and increasing their reliance on the platform.
These metrics underscore the success of the platform in addressing key pain points and achieving its primary objectives of enhancing user experience, reducing support dependency, and driving operational efficiency.
Reflections
Lessons Learned and Next Steps
Lessons Learned User feedback is a powerful driver of impactful design. Collaboration across departments ensures alignment and project success.
What’s Next? Hunter Douglas plans to expand features for Dealers and Installers while leveraging analytics for continuous optimization.
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