Grundfos wants to be industry leading in the customer experience across its digital touchpoints. We were aiming to increase satisfaction, by building a stronger relationship with our customers with a more seamless experience, to make is easy to do business with Grundfos when selecting and purchasing.
I led a comprehensive research initiative that included user interviews, surveys, and data analysis to understand customer behaviours across online and offline channels. I synthesised the findings into actionable insights that informed the digital transformation strategy.
Grundfos wants to be industry leading in the customer experience across its digital touchpoints. We were aiming to increase satisfaction, by building a stronger relationship with our customers with a more seamless experience, to make is easy to do business with Grundfos when selecting and purchasing.
I led a comprehensive research initiative that included user interviews, surveys, and data analysis to understand customer behaviours across online and offline channels. I synthesised the findings into actionable insights that informed the digital transformation strategy.
Grundfos wants to be industry leading in the customer experience across its digital touchpoints. We were aiming to increase satisfaction, by building a stronger relationship with our customers with a more seamless experience, to make is easy to do business with Grundfos when selecting and purchasing.
I led a comprehensive research initiative that included user interviews, surveys, and data analysis to understand customer behaviours across online and offline channels. I synthesised the findings into actionable insights that informed the digital transformation strategy.
How might we…
How might we…
How might we…
Create more seamless transitions between Grundfos' digital touchpoints and enhance the UX?
Create more seamless transitions between Grundfos' digital touchpoints and enhance the UX?
Create more seamless transitions between Grundfos' digital touchpoints and enhance the UX?
Research
Research
Research
Spending weeks researching, reading old user interviews, sifting through surveys and analytics reports I analysed the journeys of Installers, Engineers, Facility Managers and Wholesalers, and created CX journey maps to illustrate their current state experience.
This was crucial to the whole team understanding the needs across 4 personas, we discovered 3 consistent pain points and where they occured:
Focus areas, and shared critical moments
Focus areas, and shared critical moments
Focus areas, and shared critical moments
Our initial insights into the customers experience of Grundfos, reviewing analytics I saw a high level of digital activity based around selling and ordering products.
We identified the key channels and key journeys existed across the intranet, the global product center (GPC) and the regional website.
There was some failures with identifying the right products on the GPC and regional site. We also really needed to help wholesalers understand where to buy the products.
For our Installer persona the key failures are around supporting and troubleshooting a product, and identifying the right solution for the job.
A quick win here would be to provide more help information in a way that doesn't negatively affect the experience for more experienced Installers.
Synthesising research
Synthesising research
Synthesising research
After research, I analysed findings, and created these artifacts to help the business better understand their users goals, and how to improve the overall experience.
Homepage
Homepage
Homepage
Our homepage prioritised key user journeys for our key personas identified in the research.
Materials, demos, cases and movies that teach and inspire.
Enhanced customer support service options such as ‘contact specialist’ and ‘request a quote’.
I wanted to smoothen handoffs between Grundfos' digital touchpoints. - for example by eliminating navigation steps from the website to the marketplace app.
Product family pages
Product family pages
Product family pages
Introducing product families with great photography and strong copy. I erased troughs in the experience - adding info about product and delivery when users want to learn about the products.
Identifying and sizing a product
Identifying and sizing a product
Identifying and sizing a product
With nicer product pages with the right level of detail for all user types, we were magnifying the peaks in the experience. For example, we refined the presentation of drawings and calculation tools for engineers.
With nicer product pages with the right level of detail for all user types, we were magnifying the peaks in the experience. For example, we refined the presentation of drawings and calculation tools for engineers.
With nicer product pages with the right level of detail for all user types, we were magnifying the peaks in the experience. For example, we refined the presentation of drawings and calculation tools for engineers.
User testing improvements
User testing improvements
User testing improvements
We planned to do 1:1 interviews with low-fidelity wireframes and we had 4 personas to test on.
Some of the questions we asked were:
Imagine now that you also knew the head and the flow measurements needed for this pump, what do you do then?
Do you understand the difference between product families, products, and product variants?
Is there any information that you are missing at this point?
Launch & results
Launch & results
Launch & results
Overall, the solution the team created was effective in addressing the challenge of creating more seamless transitions between the Grundfos touchpoints and greatly enhancing the UX.
The redesign led to a 15% increase in online sales and improved the off-line experience of engineers, as evidenced by higher customer satisfaction ratings.
Grundfos wants to be industry leading in the customer experience across its digital touchpoints. We were aiming to increase satisfaction, by building a stronger relationship with our customers with a more seamless experience, to make is easy to do business with Grundfos when selecting and purchasing.
I led a comprehensive research initiative that included user interviews, surveys, and data analysis to understand customer behaviours across online and offline channels. I synthesised the findings into actionable insights that informed the digital transformation strategy.
Navigation overview
Navigation overview
Better taxonomy and grouping product information into clearly defined product family classification.
Homepage
Our homepage prioritised key user journeys for our key personas identified in the research.
Materials, demos, cases and movies that teach and inspire.
Enhanced customer support service options such as ‘contact specialist’ and ‘request a quote’.
I wanted to smoothen handoffs between Grundfos' digital touchpoints. - for example by eliminating navigation steps from the website to the marketplace app.
Product family pages
Introducing product families with great photography and strong copy. I erased troughs in the experience - adding info about product and delivery when users want to learn about the products.
Identifying and sizing a product
With nicer product pages with the right level of detail for all user types, we were magnifying the peaks in the experience. For example, we refined the presentation of drawings and calculation tools for engineers.
User testing improvements
User testing improvements
We planned to do 1:1 interviews with low-fidelity wireframes and we had 4 personas to test on.
Some of the questions we asked were:
Imagine now that you also knew the head and the flow measurements needed for this pump, what do you do then?
Do you understand the difference between product families, products, and product variants?
Is there any information that you are missing at this point?
Launch & results
Overall, the solution the team created was effective in addressing the challenge of creating more seamless transitions between the Grundfos touchpoints and greatly enhancing the UX.
The redesign led to a 15% increase in online sales and improved the off-line experience of engineers, as evidenced by higher customer satisfaction ratings.