Transforming B2B e-commerce with user centered design – Thunk

TRANSFORMING B2B E-COMMERCE WITH USER CENTERED DESIGN

A MODERNISATION JOURNEY

Avnet, one of the world's largest distributors of electronics components, embarked on a modernisation journey to create a better customer experience. Thunk was asked to support this project by implementing a user centred design process.   

OUR APPROACH

We initiated design-led change by collaborating closely with product, delivery, sales and marketing. Our approach demonstrated how adopting a user centred mindset has a huge impact on customer experience.  

FOCUS ON USER NEEDS

It was evident that the product was being driven by an unvalidated feature backlog and teams were focused on fixing problems rather than understanding customer needs.

We facilitated customer journey mapping workshops to plot out what stakeholders knew about their customers. We found several knowledge gaps in customer workflow and their interaction with the product. This allowed to set the focus for our research.  

MAP CUSTOMER JOURNEYS

DISCOVERY RESEARCH

We conducted remote and in-person discovery research with the highest value customer types. Our insights clearly identified opportunities to improve the experience. 

IDEATE WITH ACTIONABLE INSIGHT

We led a number of design workshops to generate ideas to build a validated product roadmap. We focused the teams efforts on high value areas of the funnel - product discovery, basket and checkout.

PROTOTYPE. EXPERIMENT. VALIDATE.

To ensure the ideas met customer needs and to give product teams the confidence that metrics will improve, we tested various prototypes with a global audience and launched many experiments and A/B test in targeted locales. 

Redesigned login to make password reset success the highest it's ever been. 

Implemented a learn, ideate, test then build way of working.

Designed features, based on user need, that led to increased revenue.

OUTCOMES

Ensured all backlog stories are attributed to user insights.

81%

Success rate for Password reset

9%

Increase in sales for introducing 'Quick Copy'

Thunk lead our customer research that generated great insights which evolved our personas and steered the product roadmap. They instilled effective research methods into the wider UX team. It was great collaborating with Thunk to design user-validated solutions that really improved our main conversion KPIs.

Ken Sayers Lead UX Designer Farnell

Thanks for taking a look. Here's another story...

Scaling design capabilities with a design-led hiring strategy

Read the story