Premier Homepage is the central hub where business customers can shop for and manage end-to-end solutions through a simple, personalized online platform

Project Duration:

Sept 2023 - Jul 2024; Oct 2024 launched (View Live Site)

Awards:

President's Award and Game Changer Award recipient by successfully completing this project

My Role:

• Led Phase 1 research and strategy; delivered Phase 2 redesign in 4 months with new team
• Established a clear design strategy and research foundation that guided both the original and new teams
• Improved customer independence, enabling users to find key information and features without relying on sales reps
• Enhanced personalization and brand experience for different user types (shoppers, buyers, admins)

Outcomes:

• +9.9% increase in Average Order Value (AOV)
• +7.1% increase in Revenue per Visit (RPV)

Contents

Problem Statement:

Customers are having difficulty navigating on Premier and content is not relevant, provoking them to contact sales representatives or exit Premier entirely

Discovery:

1. Stakeholder Research:
   1. 6 workshops with the Premier HP stakeholders
   2. 2 workshops with global merchandising team
   3. 1 ideation workshop with the Premier HP core team
   4. 1 problem statement workshop with the Premier HP core team
2. Customer Research:
   • Objectives
     1. Uncover gaps in customers’ current journey
     2. Validate customer expectations
     3. Discover task priorities and test hypothesis
3. Methodology:
   1. 10 Premier customers
      1. Medium Business, Commercial, Channel, Sales Representatives
4. Major Learnings for Customers
   1. 10/10 customers want to talk to their sales representatives to purchase and update products because they find it easier than doing it themselves
   2. 10/10 customers want to quickly place their orders in bulk but struggles due to issues with the current interface
   3. 10/10 customers do not find the current HP content useful because they rarely purchase products outside of their preconfigured products
   4. 9/10 want to customize the Premier to suit their needs
5. Major Learnings for Stakeholders
   1. Clarity
   2. Information access and personalization
   3. Automation on redundant and common actions
   4. Collaborative shopping and communications
   5. Notifications (i.e quotes expiring)
6. How Might We Exercise (Created problem statements using the insights)
   1. HMW enable customers to get the information they need so they do not need to rely on their sales representatives?
   2. HMW enable customers to quickly access Premier features they use most often and/or are relevant to them?
   3. HMW ensure Premier HP provides a valuable, delightful and tailored experience to different user types (i.e. shopper, buyer, admin)?
   4. HMW personalize the Premier HP experience based on the customer’s intent?

• View Discovery Artifacts

Framing:

• We iterated on the designs based on the insights from our research:

  1. Integrated Collaboration experience + AI chatbot

  

  1. Enabled widgets for quick access to relevant content

  

  1. Delivered role-based widgets and notifications

  

  1. Offered customization options

  

1. Introduced personalized product recommendations