Replace A Part Platform

Transforming Parts Ordering through Digital Innovation

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Overview: The parts ordering process at Hunter Douglas was characterized by inefficiency and inconsistency, relying on outdated systems that led to frequent errors, delays, and frustration for both consumers and internal teams. Additionally, inefficiencies and shipping cost the company millions of dollars a year. It became increasingly clear that these legacy processes could no longer meet the demands of a modern, digital-first service experience.

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Recognizing the need for change, I led one of the most ambitious projects in the history of Hunter Douglas online to design and implement a new parts ordering platform. This was no small task for a company that does 4 billion dollars in revenue a year and offers hundreds of thousands of parts. The goal was to create a seamless, intuitive experience that would allow consumers, dealers, and installers to quickly identify and order the parts they need. By doing so, the company aimed to not only enhance the customer experience but also reduce the demand on customer support and realize significant cost savings.

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Challenges: While the vision for the new platform was clear, the path to achieving it was full of challenges. These included:

• Cataloging Complexity: One of the most daunting tasks was cataloging hundreds of thousands of parts, each with unique specifications, compatibility details, and associated documentation. The sheer volume and complexity of this data required meticulous attention to detail to ensure accuracy and usability.
• Cross-Department Collaboration: The project necessitated close collaboration across five different departments, each with its own priorities, systems, and workflows. Aligning these diverse teams—ranging from product management to IT—required strong communication, coordination, and a shared commitment to the project's goals.
• Limited Resources: The team had to work within the constraints of a limited budget and a small project team. This meant that resources had to be allocated carefully, with a focus on maximizing impact while minimizing costs.
• Budget Constraints: Delivering a high-quality, scalable solution within a tight budget was a significant challenge. The team needed to think creatively to find cost-effective solutions that did not compromise on functionality or user experience.
• Stakeholder Buy-In: Securing buy-in from stakeholders across the organization was essential. This involved presenting a compelling case for the project, demonstrating how it aligned with the company’s strategic objectives, and showing that the benefits would far outweigh the costs.

Process: To manage these challenges, the project was divided into distinct phases, each carefully planned and executed. This phased approach allowed the team to focus on one aspect of the platform at a time, ensuring that each component was fully developed, tested, and validated before moving on to the next.

• Data Analysis and Ideation: The project began with a thorough analysis of customer feedback and support data, leveraging insights from Topbox to identify common pain points in the existing parts ordering process. This data-driven approach enabled the team to prioritize features and functionalities that would have the greatest impact on the user experience.

• Persona Development: With a diverse user base, it was essential to develop tailored solutions for three key personas: Consumer, Dealer, and Installer. Each persona had unique needs and preferences, which were carefully considered during the ideation phase. For example, Consumers required a simple and intuitive interface, while Dealers and Installers needed access to more detailed technical information and bulk ordering capabilities.

Prototyping and Validation:

• Wireframes: Based on the initial ideation, I developed detailed wireframes for the platform, covering key interfaces such as the homepage, product display pages, and order details. These wireframes served as a blueprint for the platform's design and functionality, providing a visual representation of how users would interact with the system.

• Rigorous User Testing: Each phase of the project included multiple rounds of rigorous user testing. This iterative process was critical for identifying and addressing potential issues before they became major problems. Users from each persona group were invited to test the wireframes, providing valuable feedback that was used to refine and improve the platform. This commitment to continuous testing and improvement ensured that the final product was both user-friendly and highly functional.

• Cross-Department Collaboration: Collaboration was a cornerstone of the project’s success. The team worked closely with colleagues from five different departments, including product management, IT, customer support, marketing, and supply chain management. Regular cross-departmental meetings and workshops were held to ensure that everyone was aligned on the project’s goals and timelines. This collaborative approach helped to identify potential roadblocks early on and allowed for the swift resolution of any issues that arose.‍

‍Phase One: Initial Rollout

• Homepage & Product Display: The first phase of the platform's rollout focused on the homepage and product display pages. These pages were designed to be clean, intuitive, and easy to navigate, providing users with quick access to the parts they needed. The product display pages included detailed information about each part, including specifications, compatibility, and availability, making it easy for users to find exactly what they were looking for.

• Order Details: The order details pages were developed to provide users with a clear and concise summary of their orders, including pricing, shipping options, and estimated delivery times. This transparency was key to building trust with users and reducing the need for follow-up inquiries to customer support.

Phase Two:

• Global Navigation: The second phase focused on creating a seamless global navigation system that allowed users to effortlessly move between different sections of the platform. The navigation was designed to be intuitive, with clearly labeled categories and subcategories that made it easy for users to find what they needed. This phase also included the development of search functionality, allowing users to quickly locate specific parts or information using keywords or part numbers.

Phase Three

• Checkout: The third phase centered on the checkout process, a critical component of the platform that had to be both user-friendly and secure. The checkout process was designed to minimize cart abandonment by simplifying the steps involved in placing an order. This included the development of an order summary page, where users could review their selections, as well as streamlined forms for entering shipping and customer information. The system also provided multiple payment options and secure processing to ensure a smooth and trustworthy transaction experience.

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Outcome: After over a year of intense ideation, testing, and refinement, the consumer parts ordering platform is now entering the final development phase and will soon be available at www.hunterdouglas.com. The platform represents a significant leap forward for Hunter Douglas, providing a modern, efficient, and user-friendly solution that is expected to greatly enhance the customer experience.

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The benefits of the new platform extend beyond customer satisfaction. By reducing the demand on customer support and improving the efficiency of the ordering process, the company anticipates significant cost savings. Additionally, the platform is expected to drive higher profit margins by increasing sales and reducing operational overhead.

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Looking ahead, the Dealer and Installer platforms are scheduled for release in Q3, further expanding the reach and impact of this initiative. These platforms will provide specialized tools and features tailored to the needs of these user groups, including bulk ordering capabilities, access to detailed technical documentation, and integration with existing business systems.

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Conclusion: This case study highlights my commitment to leveraging digital innovation to meet the evolving needs of customers and stay ahead in a competitive marketplace. By successfully overcoming significant challenges and delivering a high-quality solution within a constrained budget, the company has set a new standard for parts ordering in its industry.

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