Agilent.com Guided Selling
Helping Agilent's Customers Find Trusted Total Solutions
Agilent is a leader in life sciences, diagnostics and applied chemical markets. With such a broad and extensive catalog it's not always easy for customers to find the exact products that meet their unique needs. I was asked to evaluate the site and provide a "guided selling" product strategy and design solution.
- UX Design and product strategy for site-wide guided selling initiative
- Strategic product management duties including documentation/communication of product and design requirements
- Evangelizing good design processes and consumer-focused language within the product organization
- Leading remote design reviews, brainstorm sessions, and interviews with clients and users
- Sketching, brainstorming, interaction design, UI design, content design, and prototyping
- Creation of design collateral including final interaction specifications, usage guidelines, customer journey maps, usage scenarios, and functional requirements
I conducted several forms of research to help identify the correct design direction: heuristic evaluation of the existing site, interviews with internal stakeholders and users, and extensive competitive analysis.
To help the client define the project scope, I created several exploratory design concepts representing varying degrees of design effort.
Using these concepts we were able to arrive at an effort level the client and their internal teams were comfortable with. From there I was able to begin crafting the overall product and design strategy.
We arrived at a comprehensive, site-wide guided selling solution on Agilent.com to help customer choose the best total solution, unassisted, regardless of their knowledge level. This required redesign efforts for multiple site touch-points, with multiple owners in different parts of the product organization. Using information gathered during the discovery phase, I worked with the client to create usage scenarios & flows to vet with all stakeholders.
To address concerns about such a large change, I used an experience vision presentation that depicted a future customer's success story using the redesigned Agilent.com. This garnered a very positive response, and stakeholders successfully shopped it internally to gain more buy-in.
DESIGN AND TESTING
The design effort was broken up into many separate initiatives, the largest of which I was directly responsible for. This included a new site-wide call-to-action strategy and a complete redesign of the existing product selection tool UI and content.
For both the call-to-action strategy and the selection tool redesigns I was responsible for the entire spectrum of interaction design. I went through several iterations and used a lean testing process, where I used InVision prototypes to test with stakeholders and customers.
EARLY SAMPLE CONCEPTS
The development team was remote and I had limited contact with them. However, they were able to successfully complete the work based on the thorough, fully self-explanatory interaction specs I provided. I also designed and documented all the content and writing guidelines, as well as functional requirements for a CMS that would be used to populate selection tool interfaces.
There were multiple big wins with this project. We arrived a fully vetted redesign of the selection tools, utilizing a flexible and scalable UI framework that could be applied to all existing and future selection tools. This will not only provide great value to customers using the site, but also made it much more efficient for internal teams to publish content.
Many of the insights and concepts that came out of this project are being incorporated into future projects to continually improve the Agilent.com site experience. In addition, this project accelerated the client's UX Design fluency. This has helped their internal UX team gain traction and influence, yielding positive results on many other projects.