Modernizing a B2B eCommerce platform into a mobile-first, user centric seamless experience
Service
Industry
A large, privately held national distribution company, specializing in the sale of HVAC systems, parts, and related supplies, was looking to boost its e-commerce sales. With a growing network of more than 450 stores, the company had an ambitious goal to significantly increase online sales over the next several years. To do so, they would need to modernize and upgrade their mobile channel offering to better serve their customers – ultimately leading to more efficient and reliable access to the right products and information.
Together with Nortal, the company embarked on a mobile product discovery journey. The goal was to gain an in-depth understanding of the customer outcomes to achieve and their problems to solve, design a mobile app prototype, and develop a comprehensive mobile product strategy. It was necessary to put the vision and value proposition as a core focus in order to increase e-commerce sales.
Challenge
Understanding the need
To build an indispensable mobile product that truly serves the needs of its users, the client needed a deeper understanding of what their customers’ current experience looked like and the pain points that stood in the way of achieving their outcomes. The end users are contractors and technicians who install and service heating and cooling systems for residential customers. Historically, the company had faced issues with effectively attracting and retaining end users to its mobile offerings.
In addition, the client was part of a larger ecosystem of independent stores which directly served HVAC contractors and technicians with the products, parts, and supplies needed to perform their jobs. Further complicating matters, the store groups relied on different ERP platforms to support their e-commerce channel. As a result, the brand’s online presence was fragmented, comprising multiple apps and websites leading to confusion and user dissatisfaction.
Solution
Executing the plan
Through both interviewing and surveying customers, Nortal engaged end users to fully understand their jobs and pain points when using mobile products. In parallel, Nortal spoke with client and store stakeholders to identify what business outcomes to achieve and the key problems to solve. In addition, we completed an assessment of the current technology, data, people, and processes required to enable specific e-commerce functions and capabilities.
From this discovery effort, Nortal alongside the client, co-created a variety of solutions to address deficiencies and gaps in the mobile customer experience and the back-end infrastructure supporting it. One of these solutions involved designing a new mobile app prototype focused on several key user scenarios:
- Enhanced product search
- Simplified scanning and resupply
- Efficient parts ordering and tracking
- Real-time customer support
This prototype was created as a proof of concept to validate customer value, business viability and technical feasibility. Along the way, a modern, scalable solution architecture was designed to effectively support the new mobile app and an enhanced website. With comprehensive front-end and back-end solutions defined, Nortal worked with the client on creating an overall product vision, value proposition, strategy, and roadmap for its new mobile services.
Impact
Customer experience transformation
This initial phase of work was focused on product discovery and design, which positioned the client well to begin implementing its new mobile vision. By engaging directly with end users (contractors and technicians), the company has also established new relationships with its customers and distributors to further explore problems to solve and validate proposed solutions. This transition from a project– to a product-led culture, emphasizes an attitude of continuous improvement, customer-centricity, and a focus on delivering outcomes over outputs.
Get in touch
Let’s discuss how Nortal can help your business generate more value from your product delivery. Connect with one of our senior product experts to schedule a free consultation.
Related content
Get in touch
Let us offer you a new perspective.