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Digital Customer Experience @WN
Role
UX Designer (Transformation)
Duration
11 weeks
Projects
Design System Creation, Digital Customer Experience Lead Gen UX, Referral Process UX, Build-a-window UX
Who is Window Nation?
Window Nation is the 2nd largest window and door installation company in the US.
As you might think, what's the need for a UX designer in this setting? Well, the company is undergoing a technology transformation for both internal processes and customer-facing products. During my internship, I got to create the design system for the digital customer experience from the ground up and deliver the experience which is currently live on their website.
The Problem Discovery
Problem Discovery
We conducted research by evaluating various call center calls, recordings from in-home visits, and customer reviews. We found 3 major issues with the lead generation process for Window Nation.
Customers could not schedule an appointment online, they had to contact the call center, which discouraged them from choosing Window Nation.
Consultations took a long time because sales reps focused on brand recognition and customers lacked knowledge about window replacement.
Lead conversion was low because customers didn't want to commit right away, they wanted to compare with other brands.
3
in-home consultation recordings
12
call center logs
320
customer reviews
But with any corporate setting, it becomes necessary to balance the customers' needs with the business needs.
Customer Needs
Business Needs
Products should empower customers to share their wants and needs
Product should educate customers on window + door details
Product should thoroughly & succinctly communicate details of the process & it’s timeline
Product should create positive customer perception
Product should help sales reps with successful lead conversion
Product should maintain prompt and thorough communications with customers
Product should communicate that the Window Nation experience is reputable and delivers high quality services
Design Prompt
How might we create a digital experience that provides thorough yet easy-to-access information to customers so that they choose Window Nation for their window replacement needs?
But what information helps customers choose Window Nation?
Our survey showed 3 factors as most influential for customers.
56%
Product Information
Window specifications, quality, and benefits.
39%
Company Reputation
Initial interactions, testimonials, and returning customers.
30%
Pricing
Meets expectations, transparency, and options for financing.
Ideation
Ideation
Product Discovery and Education
By helping customers learn the vocabulary around window replacement, we could help them feel more empowered about their decisions when talking to sales reps. This would also allow sales reps to have more fruitful and succinct in-home visits.
Digital Form Intake
By allowing customers to fill out a digital form, we make the process of generating leads easier and also provide them with the details of the window replacement process..
Based on our ideas we developed a user flow for a digital experience that would inform our prototypes. We gave a lot of thought to the story we wanted to tell and tried to strategically provide useful information to customers through the journey.
With our low-fidelity prototypes, we tried to imagine a mobile-first experience for the product knowledge and form intake. The exercise was helpful in understanding what UI elements we would need to create and deliver the high fidelity prototype.
Creating a design system from scratch
Design System
One of the big parts of this project was trying to create a scalable design system for Window Nation, as this didn't exist yet. I took the lead on this part of the project as I wanted to learn the skills to develop a design system with Figma variables.
In total, I took the lead on creating 44 components, some of which are displayed here. Through this mini project, I gained proficiency in working with variables, auto layout, and components in Figma to establish a scalable design system.
With the simple design system in place, it became very easy to assemble a high-fidelity prototype. Because of this design system, we were able to deliver the high-fidelity prototype to the developers in two weeks.
High Fidelity Prototype and Development
Shipped Design
The project is currently live on the website at appointment.windownation.com
While this project made up most of my work at Window Nation, I also created testing plans and conducted user testing for two platforms. I also contributed to the ideation of the referral process for Window Nation. Please reach out to find out more about this work!
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