thyssenkrupp

PRODUCT PAGES

Problem

Our sales team requested individual pages for each elevator product to help them educate building managers, architects and elevator consultants. Due to the complexity our product specifications we were concerned that it would confuse the user. Our sales team also wanted the pages to educate the user and to provide them the opportunity to download usable documentation to use in sales bids.

Initial Research

In a competitive landscape, it was important to involve our sales teams from all over the nation to gather who we were targeting. Through a day long session of intense discovery we found each region had their own belief who was more important due to different customer behavior in each region.

Role

Lead UX and UI Designer

• Help define features with Sales Team

• Conduct usability research

• Visual and interaction design

Getting a feel for what our
users wanted

After identifying our 3 main target markets we created empathy maps by speaking to our users. We discovered that each had different reasons for coming to the product page. Some came for specs, some for product details and some were just trying to understand what they were purchasing and wanted a review of the product

Mapping out scenarios to walk in
there shoes

Creating a user scenario was next. Having to figure out how the user was going interact with issues that presented them was an interesting exercise. How could they find the new pages? How would could we guide them to the pages and what issues may come up. As we discovered we found that the users had a lot in common which aloud us to create a direct path and educate other to find their solution.

Creating the flow

After walking in their shoes we were able find solutions to our questions that arose in the scenerio mapping.

Wire up to test the process

Creating a full interactive wireframe aloud us to test. As we began to test we started to identify modules that could be used across all pages as well as other pages on our site. Over time we began to develop the pages and test with our target markets until it was finished.

NOTE: I actually thought the pages were too long but
due to testing found out
that customers were using
all content.

Conclusion or is it? Constant updating

After the release of our new product pages we constantly checked heat map and google analytics to see how our users were doing. We created an eloqua campaign (email) and reached out to our customers and made changes depending on feedback. Sales received praise from customers, and we saw click through and retainment went up almost 82%.