August 2020 - November 2021
Role
Lead UX Designer responsible for research, product strategy, prototyping, IxD, VxD, and IA.
Team
Designers (3), Product Managers (2), Developers (20), Content Strategist (1)
Objective
Challenges
We got pushback from Product Management to adopt the new Design System at Oracle.
The problem
CSP’s sites prioritize business goals over user experience. This makes it difficult for users to compare and make a decision so they abandon the site or rely on assisted channels to complete their purchase.
Solution
Outcome
Our solution helped Oracle to sign contracts with 2 new customers and 1 existing customer on a 5-year commitment term to uptake the storefront theme.
The design had already been built using an outdated framework. We saw this as an opportunity to reframe the problem we were trying to solve and rethink the buying experience.
Screenshots taken from the existing design.
Oracle has conducted research on Customer Experience Trends in Retail and Customer-Centric Buying Experiences, which we took as a starting point.
The following examples show how B2C customers have to go through a tricky and complex process to be able to view a cart summary and B2B customers usually end up at a dead-end and have to rely on assisted channels.
We conducted interviews and design workshops with 3 B2C customers and 2 B2B customers. We got the following insights:
B2C customers compare between 2 o 3 providers and prefer to visit a physical store before they can make a decision.
100% of B2B customers rely on assisted channels because the site wouldn’t recommend a solution that would fit their needs.
B2B prospecting requires a lot of effort from sales agents, as less than 5% of their leads will qualify enough to close a deal after months of work.
After my initial research, I found 2 types of potential users that had similar pain points and needs.
B2C customers
01 Needs help from a human to decide.
02 Gap in the buying journey.
B2C customers need to find a solution that fits their needs and pause their buying experience so that they can make a decision and complete the purchase when they're ready.
B2B customers
01 Internal approval processes are manual.
02 Have to rely on assisted channels to get a quote.
B2B customers need to find and get a quote for solutions that meet their requirements in order to get approval from their organization.
We focused on allowing users to engage with CSPs at any stage of the buying process.
Latest iteration of saving a cart.
We tested our early iterations and got the following insights:
Early iteration of mobile plan configuration.
Our intent was to keep it as simple as possible and any additional configurations or cross-selling opportunities would done once the user commits to check out.
Latest iteration of guided sales in a B2C scenario.
B2C offerings tend to be very limited, so a click-based process helped users stay focused on the task and not feel overwhelmed. On the other hand, B2B offerings are very complex and usually don’t offer a one-size-fits-all solution.
We introduced a free-type layout to help B2B customers be as specific as they need to be in order to get a better recommendation.
Latest iteration of guided sales in a B2C scenario.
Up-selling and cross-selling products is an important business goal for CSPs, so we designed tailored experiences allowing customers to engage in multiple channels.
Latest iteration of an unassisted B2C buying experience.
Latest iteration of B2B collaboration.