Lippert E-Commerce Website Redesign
Improving the buying experience for B2C and B2B shoppers
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Objective
Research & analysis
Problem
Wireframes
Learnings
The Challenge
Lippert is a global supplier of components to the caravan, marine, RV, and leisure vehicle industries. With Lippert's recent growth through acquisition, the shopping experience for B2B and B2C customers became disjointed and outdated. Shortly after joining the customer experience team, I was tasked with making improvements on the site to make the experience for users more intuitive.
Through this project, I applied the human-centered design process to find ways to unify the shopping experience and give the site a refreshed look and feel.
Project Goals
Refresh and update the current look and feel of the B2B and B2C site.
Unify the shopping experience amongst each of the brand sites that are owned by Lippert.
Increase repeated traffic.
My Role
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UX Researcher
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Sole UX Designer
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Collaboration with web developers, marketing, and upper management stakeholders
Tools Used: Figma, Magento, Jira
February 2021 - March 2022
RESEARCH
1. Talking to Internal Team
I started off with getting all of the foundational information I needed. I got a chance to go to our warehouse and spend time with the customer service team to learn more about how we helped customers get their items, and their typical painpoints. I also got as much info as I could about the current efforts, and any past research that had been done.
2. Talking to Customers
In order to understand the needs persona a bit more, I spoke directly to our own customers by approaching them at an annual Lippert getaway event. I presented the website to 20 participants and asked each of them a series of questions about the site and captured their initial reactions to the website.
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Research Types: User Observation
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Total Participants: 20
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Age Groups: 30–50 years old
- I asked each of the participants to find the Lippert store from the homepage.
- Several participants commented that they had no idea that Lippert sold more than just RV products.
- Majority of the participants let me know that they look for Lippert products through amazon.
- Competitors will be used in competitor analysis.
The data above shows me that there is a big opportunity to improve the website.
3. Competitive Analysis
Based on the feedback I received from the Lippert Getaway I decided to conduct a competitive to dig deeper and learn about the indirect and direct competitors of Lippert. My goal was to understand why someone would choose another site over ours and look for their stand out features.
Below are some of the key takeaways
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Each site that ranks higher in SEO all provides a modern, breathable, design with much less content than the Lippert site.
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Intuitive navigation is extremely important for users.
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Lippert's current site does a poor job of highlighting exactly what they do. Some of Lippert's competitors rank higher in SEO because they are able to represent each of their brands equally.
4. Input from Stakeholders
I decided to conduct a mood-boarding session with the marketing team and key stakeholders of the company to establish a preliminary look and feel for the site.
Option # 1:
Option # 2:
Option # 3:
The mood board session was fun and interactive. The Lippert team decided that they liked the look and feel of option number 2 because blue is the color of the Lippert button and red/orange is one of Lippert's primary colors!
Problem
After all the research and analysis, I jotted down all the data onto post it notes. Then used affinity mapping to group pain point into themes.
I prioritized each pain point based on its importance to the user and internal team business needs.
Wireframes
B2C homepage
Global navigation bar
High quality imagery
B2B Homepage
User dashboard feature for B2B Dealers
Shopping cart in global nav
Product page
Star rating review for each product
Blog page
Product pages with different navigation Menus
TITLE OF THE CALLOUT BLOCK
Learnings
Always fight for good UX
I had to work under strict technical constraints, fighting for what I believe is essential to having a good user experience, while keeping business goals in mind. It’s easy to get sidetracked in one direction or the other. Keeping the right balance takes time and a lot of practice.
Time
I usually give myself 30-90 days on a new project before actively engaging in changing processes. It's important to fully understand the historical context behind certain business decisions before suggesting any improvements.
Adapting to changing requirements
Resourcing issues and reprioritisation meant the scope of the project was constantly changing. I had to adapt to those changes and still deliver the best design on time, to tight deadlines.