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Hunter Douglas’s outdated parts ordering system was plagued by inefficiencies, inconsistencies, and costly errors.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.
CLIENT
ROLE
User Researcher
UX Strategist
UX Designer
DURATION
1 Year
TEAM SIZE
10
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
Cataloging Complexity - Managing and validating specifications for hundreds of thousands of unique parts posed a monumental challenge.
Cross-Department Collaboration - Aligning five departments with differing priorities required exceptional coordination and communication.
Budget Constraints - Delivering a high-quality solution on a limited budget demanded strategic prioritization.
Stakeholder Buy-In - Securing support across the organization required demonstrating clear alignment with business goals.
Problem Statement
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:
Create a customer-centric platform with intuitive navigation and robust functionality for Consumers, Dealers, and Installers.
Minimize operational inefficiencies and support dependency to save millions annually.
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
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.
Consumers
DIY homeowners, average age 35-55, 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.
Installers
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.
Platform
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.
Bulk ordering tools available.
Limited parts catalog compared to competitors.
Poor customer feedback on technical support.
Ideation and Brainstorming
Unveiling the Core Challenges
The Proposed Solution
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
Global Navigation and Search
An intuitive navigation bar and predictive search functionality simplified finding parts.
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.
Must Have
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.
Should Have
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.
Could Have
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.
Should Have
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
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.
4
Testing rounds with users
100+
Overall participants
Round 1: Early Prototype Testing
10
Consumers
8
Dealers
7
Installers
Feedback Highlights:
Navigation Complexity:
Feedback: Users reported difficulty navigating between product categories, with some struggling to locate specific parts using the existing menu structure.
Refinement: Redesigned the global navigation bar to include dropdown menus with clearly labeled categories and subcategories. Added a “Frequently Ordered” section based on user-specific ordering history for faster access.
Checkout Process:
Feedback: Search results lacked relevance, with some users unable to locate parts even when entering exact names or part numbers.
Refinement: Enhanced the search algorithm to prioritize exact matches and suggest related products. Added a predictive text feature to auto-complete part numbers and keywords.
Order Tracking:
Feedback: Consumers found the product pages visually overwhelming, with technical specifications presented in dense tables.
Refinement: Simplified the product pages by grouping specifications into collapsible sections and adding high-quality product images with zoom functionality.
Round 2: Interactive Prototype Testing
30
Users (divided evenly among personas)
Feedback Highlights:
Bulk Ordering for Dealers and Installers:
Feedback: Dealers and Installers requested bulk-ordering features to avoid repeatedly entering the same information for multiple items.
Refinement: Introduced a bulk-ordering tool that allows users to upload CSV files or select multiple items from a catalog to add to the cart simultaneously.
Checkout Process:
Feedback: Users found the checkout process too lengthy, with repeated steps for payment and shipping details.
Refinement: Implemented a one-page checkout with auto-fill for returning users, saving previously entered information.
Order Tracking:
Feedback: Users wanted real-time order tracking but found the original tracking feature hard to locate.
Refinement: Added an order tracking widget directly to the homepage and included tracking links in order confirmation emails.
Round 3: Real-World Testing with Beta Users
15
Consumers
20
Dealers
15
Installers
Feedback Highlights:
Performance Highlights
Feedback: Users experienced slow load times, especially when searching or navigating large product catalogs.
Refinement: Optimized database queries and implemented caching to reduce load times by 30%.
Mobile Responsiveness
Feedback: Some installers reported issues using the platform on tablets and smartphones in field conditions.
Refinement: Enhanced mobile design for better responsiveness, including larger touch targets and simplified layouts for smaller screens.
Customer Support Integration:
Feedback: Users appreciated having access to support but wanted quicker options to resolve issues.
Refinement: Integrated a live chat feature and FAQ links directly into the platform, allowing users to resolve common issues without leaving the page.
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.
Batch One:
This initial batch focused on core navigation and product discovery features.
Flows: Established foundational workflows for navigating the platform.
Global Navigation: Designed a user-friendly global navigation bar for seamless access.
Homepage: Created a personalized homepage for each persona with relevant quick actions and recommendations.
PLP/Search Results: Designed product listing pages and search results to make locating parts intuitive.
Product Display Page: Developed detailed product pages, incorporating collapsible sections for specifications and high-quality imagery.
Batch Two:
This batch emphasized transaction-related functionalities to streamline the ordering process.
Flows: Focused on the checkout and order management processes.
Cart: Designed an interactive cart with clear summaries of selected items.
Shipping: Integrated shipping options and delivery timelines for transparency.
Payment: Developed secure payment workflows with multiple options.
Order Summary: Designed concise order confirmation pages.
Order History/Detail: Provided access to past orders and detailed tracking information.
Batch Three:
The final batch addressed personalization and list management features to enhance user convenience.
Flows: Built workflows for account management and personalized lists.
My Profile: Created an intuitive profile page for managing user details and preferences.
My Lists: Designed a feature to save frequently ordered parts or wishlists for easy reordering.
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.