MIA LIU
pul technologies
Enhancing website for B2B + B2C growth
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Team
1 Product Manager, 1 Copywriter, 2 UI/UX Designers
My Role
Lead in UX/UI design, User Research
Duration
12 weeks (March 2022 to May 2022)
Tool
Figma, FigJam, Adobe Photoshop
Background
PUL Technologies, a leading company in the technology industry, embarked on a strategic transition from a purely B2B model to a B2B + B2C model.
Recognizing the growing demand for their products from individual consumers, PUL Technologies sought to refresh and rebuild their website to better align with this new business direction. This project aimed to create a user-centric UI/UX design that caters to the diverse needs of both B2B and B2C customers, ultimately driving increased engagement and conversions.
Individual Customer
I'm interested in purchasing the dental product from the PUL website, but it appears to cater exclusively to businesses for bulk orders.
Current Challenges
Our Client
Let's rebuild our website to serve both businesses and individual customers.
PUL Technologies' current website primarily caters to bulk orders from businesses and dental professionals, lacking options for individual customers seeking smaller quantity purchases.
This exclusion of individual customers may result in inconvenience, missed revenue opportunities, and a competitive disadvantage compared to companies that cater to both B2B and B2C markets.
Our Goal
Enhance the PUL Technologies website to cater to both business clients and individual customers, eliminating exclusion, maximizing revenue opportunities, and ensuring competitiveness in the B2B and B2C markets.
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Project Timeline
User Research
We conducted extensive user research, including the distribution of 70+ user surveys, conducting 10+ interviews, and performing usability testing on three separate occasions.
By understanding the needs, preferences, and pain points
of business clients and individual customers, we gain insights into their browsing behavior, expectations, and goals.
Needs and Preferences
Business Clients:
Streamlined ordering process, access to product catalogs, pricing information, and bulk quantity options.
Individual Customers:
Convenience, smaller quantity options, clear product information, and easy navigation.
Browsing Behavior
Business Clients:
Focused product searches, price comparisons, and reviewing technical specifications.
Individual Customers:
Exploring different product categories, relying on detailed descriptions, images, and customer reviews.
Pain Points
Business Clients:
Complex ordering processes, managing bulk orders, limited visibility into account history and order tracking.
Individual Customers:
Lack of smaller quantity options, difficulty finding relevant products, feeling neglected compared to bulk orders.
Expectations
Business Clients:
Reliable website, smooth transactions, competitive pricing, and comprehensive account management.
Individual Customers:
User-friendly interface, transparent pricing, flexible quantity options, and responsive customer support.
Solutions
1. Personal Care & Dental Professional Pages
Create separate sections on the website for personal care and dental professionals, showcasing relevant products, services, and resources.
3. Streamline Ordering Process
Simplify the ordering process for business clients with automated features like bulk order templates, saved order history, and reorder options.
2. Introduce Smaller Quantity Options
Implement a dedicated section for individual customers to easily purchase smaller quantities of products, improving their shopping experience.
4. Mobile-Friendly Design
Optimize the website for mobile devices, ensuring a seamless and enjoyable browsing experience for users on smartphones and tablets.
User Flow
To provide a seamless experience for both individual customers and dental professionals, we crafted separate user flows tailored to their unique needs and objectives.
Information Architecture
We revamped the information architecture to accommodate both B2B and B2C users. This involved reorganizing and categorizing products/services for easy navigation and discovery.
Final Design
Designed for diverse users with different needs
Bulk orders, monthly subscriptions, & special offers available for dental professionals
Getting to know Pul with founder story, product timeline, tutorials, and much more
Reflection
The journey of refreshing and rebuilding the PUL Technologies website has been transformative. We encountered challenges and opportunities as we transitioned from a B2B to a B2B + B2C approach. Thorough user research provided valuable insights into user needs and guided our decision-making.
Separate sections for personal care customers and dental professionals effectively catered to their specific requirements. Smaller quantity options and streamlined ordering processes enhanced the experience for both individual customers and business clients. Clear and user-friendly navigation improved browsing, while mobile optimization ensured a seamless experience across devices.
23.5%
Conversion rate for individual customers score (>4.00) from AB Testing
13.3%
New visitors bounce rate
after 3 months
9.4%
Return Visits for individual customers after 3 months
