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Streamlining the B2B Client Experience

Team Members
Chasook Smith – Senior Interaction Designer
Bryan Juteau(Me) – UX/UI Designer Designer
Susanne Gomez – Product Marketing Manager
Abby Wang – Web Developer/QA Engineer

Role:
Prototyping, UI design, Photography Direction, Visual QA

Background

In 2022, as the pandemic reshaped the way we worked, companies increasingly embraced hybrid work models. Responding to this shift, Logitech launched “The New Logic of Work,” a suite of modern solutions designed for a hybrid workplace. This initiative prioritizes individuals, equipping them with the necessary tools to excel in any setting, thereby empowering them to perform optimally regardless of their environment. To reach more people, Logitech needed to ramp up the B2B side of the business.

At first, Logitech thought their B2B website was hitting the mark with their clients. However, a deep dive into a usability study conducted by the UX research team showed us a different story. It revealed that users were struggling to find the information they needed to make informed decisions and were running into roadblocks trying to purchase the products directly from the product details page (PDP). These challenges were negatively impacting cart conversion rates and overall revenue.

Our team was tasked with optimizing the B2B product display page(PDP) so that Logitech could provide a better user experience for our B2B customers and drive revenue growth.

The Challenge

Our goal was to use the website to empower our B2B clients to go in and out as seamlessly as possible. We understand based on previous research that these customers do not have a lot of time to spend looking through the entire site for all the product details and guessing where to find someone to talk to to make the purchase.

High Level Goals:

  • Make the website easy to use for everyone, everywhere.
  • Give customers a clear path to the information they need.
  • Allow them to purchase the tools they need from the PDP easily.

So It begins:
Points of Interest

Digging deeper into the research, we found out that there were three main points we could address to create a positive impact for our users:

B2B Customers/business representatives did not have a lot of time to spend going through the entire website to find their needs.

The information presented wasn’t organized and detailed enough for representatives to make a confident purchasing decision.

Users were having a hard time finding their buying options for their company or getting in touch with someone to talk to.

More Challenges and Constraints

Given that we were working within a specific budget and timeline, we could not afford to design new features and components. We could make small tweaks but we really had to get creative within our pre-existing sandbox and find ways to re-use components we already have.

This was a fun challenge because I like building layouts and interfaces so for this project, I had to go through each component and experiment with what information we could display and how that would affect the experience.

The Opportunity

We knew based on previous research that an important key user for this experience were company representatives who were in charge of doing the investigative work looking through numerous vendor websites to find the right product for their company based on specific criteria they have in mind. They’ve also mentioned how time-consuming and tedious this type of work could be.

Focusing on that journey and the issues that were uncovered, we landed on the idea of “Time and Confidence”

“How might we give these representatives the confidence they need to make a more informed and faster purchasing decision so that we can give them back more of their time?”

Communicating the product review and purchase journey in a more intuitive way 

Rather than recreating a very long and technically riddled website that leads to PDFs of very specific product information, we tailored the experience to highlight the important aspects representatives were looking for. We also tried to tell a better story by providing more context so that they could visualize how the products could be used and fit within their spaces through product shots and promotional videos within the website.

Everything In One Place

The new design simplifies the review process by providing representatives with instant access to all essential product information in one place. Users can easily navigate through technical data sheets, demonstration videos, direct purchase options, and sales consultations. It highlights critical features, streamlining decision-making and enhancing understanding of the products.

Enhanced Purchase Navigation

We’ve strategically positioned the ‘Buy Now’ and ‘Contact Sales’ buttons to facilitate the purchasing journey. This setup allows users to directly buy the product or engage with representatives for personalized advice. By simplifying the transition from decision-making to purchase, our approach offers a smoother, more intuitive user experience.

Consolidated Information

Our new approach introduces a tabbed interface, evolving from its original role as an image gallery showcasing room solutions with various companies. This innovative use significantly enhances organization, presenting technical information in a concise, accessible format. By eliminating the need to navigate through extensive website content, representatives can now make informed decisions quickly and confidently.

Impact & Outcome

80% Higher Revenue

3x Cart Conversion Rate.

These improvements have directly contributed to an 80% increase in revenue and a threefold rise in cart conversion rates. By focusing on what users truly need, we’ve not only enhanced Logitech’s platform efficiency but also underscored the impact of strategic innovation on business success. Our efforts reflect a blend of professional insight and a commitment to user-friendly design, showcasing our dedication to driving growth in a warm, approachable manner.

Moving Forward & Reflections

Working in this project, I’ve realized that not all UX processes are made equal and some of these processes are broken into different segments and teams. Compared to my time in college where we were trained to do everything from research to execution and iteration. Working at a large company such as Logitech, it gives you a different perspective on how to approach problems especially if you are placed in the middle of the project. This time allowed me to push myself on how to approach problems, be creative in ideating on solutions, and be able to communicate design decisions to stakeholders who are curious about the outcome.

Ask for help early and often; it saves everyone time, effort, and money in the long run.

Budgets and Timelines are REAL and should always be considered when thinking through viable solutions. 

 

Summary of Contributions

Collaborated with Product Marketing Manager to build the narrative of the site and make sure we were marketing the right content within the PDP. 

Led the visual direction of the photography to capture and communicate the scenes needed to convey our features and content.

Assisted the Senior Interaction Designer in meeting customer requirements. Our approach included creating a priority matrix, utilizing card sorting for better information architecture, prototyping and testing ideas in Figma, and developing high-fidelity UI mockups for presenting to stakeholders, consistently applying Logitech’s design system throughout the process.

Teamed up with a QA engineer to ensure the visuals, functionality, and responsiveness of the PDPs were flawless across desktop, tablet, and mobile platforms.

Let’s Connect

bryanjuteau@gmail.com

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