More samples requested, equals more wallcovering orders.

— Phillip Jeffries LTD

UX Case Study

Roles
Regina Rakhlin - UX / UI Designer & Director
Phillip Jeffries Marketing Team - Project Managers
Phillip Jeffries IT Team - Development

Client
Phillip Jeffries LTD.

KPI
Increase sample order conversion

Challenge

Phillip Jeffries’ customers (interior designers & sales reps) submit orders via paper forms. To process, they’re manually entered into a computer application. Orders are delivered, no sooner than next day by mail (extra cost). This process has great opportunity for optimization.

Hypothesis
We believe by optimizing the sample ordering process for the Phillip Jeffries’ customer, they will achieve getting samples ordered faster.
We’ll know this is true when there will be an increase of samples per order.

The marketing team explained the current manual sample ordering process. Their goal is to create a tool(s) to optimize the process for the interior designer (customer).

01. Understand

PJ SOMS Scope

General

• Opening Screen

• Ability to Sign In (with pricing information)

• Ability to browse without being Signed In (without pricing information)

• Ability to save/view account information

• Ability to contact customer service

Sign In

• Ability to sign in with an email and password

• Ability to retrieve password

• Ability to create an account

• Ability to Sign In via biometrics (thumbprints, retina, etc.)

Sample List Creation

• Ability to select pickup at store/ship to

• Ability to type codes

• Ability to scan QR, bar codes & OCR

• Ability to access scan function at anytime

• Ability to view scan confirmation

• Ability to continuously entry items without interruption

• Ability to scan/enter code for a collection (a wing)

• Ability to select a sku when a collection is scanned

• Ability to scan code on tip card

• Ability to scan code on a binder

Sample List

• Ability to confirm pickup at store/ship to

• Ability to make entries & view list simultaneously

• Ability to view most recent entry(ies)

• Ability to view sample information:
Image thumbnail, sku, color name, collection name, material, availability status

• Ability to view tip card information:
Image thumbnail, collection name, availability status

• Ability to view binder information:
Image thumbnail, collection name, availability status

• Ability to delete any entry

• Ability to view tally of items in the list

• Ability to name/save a list

• Ability to go back to a list and continue working on it

• Ability to favorite an item

Backorder Items

• Ability to view backordered items

• Ability to choose to ship or delete

• Ability to view items being shipped separately in the list

Account

• Ability to view order history

• Ability to view a list of saved lists

• Ability to delete a list(s)

• Ability to view favorite item(s)

• Ability to delete a favorite item(s)

Checkout

• Ability to checkout from the list view

• Ability to select time for pickup

• Ability to switch selection of pickup at store/ship to

• Ability to select a shipping address

• Ability to select a shipping address if there are any backordered items

• Ability to define/edit default shipping address

• Ability to edit/add shipping address

• Ability to select ground/overnight shipping method

• Ability to skip shipping method selection if picking up in store

• Ability to have an override function for shipping method pricing (account based)

• Ability to view order pricing (no price breakdown for sample orders, only total)

• Ability to view price breakdown for orders with tip cards & binders

• Ability to select notification type for order status (Text or Notification)

• Ability to view order confirmation after order has been placed

• Ability to view approximate pickup time of order on confirmation

• Ability to view where in the queue the order is (without other order information)

• Ability to get an email confirmation of the order placed

02. Ideate

To inform the design exploration, an analysis was done of direct competitors. Only one company had anything remote to what the team set out to accomplish.

Schumacher Mobile App This tool is complete e-commerce experience without focus on optimizing the sample ordering feature. Click for larger view. ▲ — **Schumacher Mobile App**
This tool is complete e-commerce experience without focus on optimizing the sample ordering feature. Click for larger view. ▲

03. Prototype

The competitive research validated project objective and scope.

Mobile Sample Order Management App : This mobile app would be used by customers in the showroom as well as sales representatives. Different features are enabled based on login credentials. Click for larger view ▲ — **Mobile Sample Order Management App :** This mobile app would be used by customers in the showroom as well as sales representatives. Different features are enabled based on login credentials. Click for larger view ▲

Sample Order Management Kiosk : This tool would be stationary in the showroom and has similar functionality as the Mobile App, except for the scanning feature. Click for larger view▲ — **Sample Order Management Kiosk :** This tool would be stationary in the showroom and has similar functionality as the Mobile App, except for the scanning feature. Click for larger view▲

04. Usability Testing

Prototypes were built based on the wireframes above. They were shared with 4 high performing Phillip Jeffries showrooms throughout the country. Feedback was gathered and designs we modified accordingly.

“90% of customers know their company name, vs 3% know login”

— Boston PJ Showroom

“In San Fransisco 30% of designers come with end user”

— San Francisco PJ Showroom

“3% of customers order 30+ samples”

— Atlanta PJ Showroom

“The most samples ordered has been 58 by a contract customer”

— San Francisco PJ Showroom

05. Results

Usability findings & updated designs were shared with the stakeholders for approval.

——

Functional specification overview document was requested by the development team.
Download the full document ▼

Final User Interface Layouts

An updated interactive prototype was also created for more efficient communication.
A higher fidelity prototype was built to illustrate motion design for key screens.