Optimizing a unique customer shopping experience
About the client
J&K Scientific is an integrated scientific & industrial resource platform, specializing in supplying research labs, universities and pharmaceutical companies with a wide range of chemicals, lab supplies and packaging of the finest quality products. They work together with their customers worldwide to provide expert consultation and attentive customer service to help move research projects forward and propel them to succeed.
Services provided
- Discovery
- Heuristic Website Audit & Assessment
- Competitor Analysis
- User Experience (UX) Strategy
- eCommerce Website Design
- Web App Design
The challenge
With J&K’s product database rapidly expanding, their e-commerce website was lagging behind. The website was slow, products were hard to find and the content was difficult to access often preventing customers from browsing products or making purchases. Furthermore, the client was expanding their services in the North American and European markets and needed the new website to appeal to a foreign market. The client turned to us to redesign their website with the goals to encourage longer engagement times, increase sales and retain more customers.
Original Website
The approach
Working closely together with the management, sales and IT teams, user surveys were conducted to identify the strengths and weaknesses of the brand, their products and their website. Key target audiences were defined, pain points were identified and a competitive analysis was conducted. We identified that the browsing and check out process was the most crucial and problematic areas of the website.
The approach
Working closely together with the management, sales and IT teams, user surveys were conducted to identify the strengths and weaknesses of the brand, their products and their website. Key target audiences were defined, pain points were identified and a competitive analysis was conducted. We identified that the browsing and check out process was the most crucial and problematic areas of the website.
The user flows
Working closely with the client, we mapped out user flows for each section of the website, tackling one section at a time. The internal back end processes were also included in the user flow maps to ensure we captured the process holistically and could identify any limitations in the process that could affect the customer experience.
The overall browsing and shopping experience was simplified and optimized with quick ordering features to ensure customers can make a purchase as quickly and efficiently as possible.
The new direction
The new website design featured a simplified homepage with a clear hierarchy of research areas, products and resources.
J&K had thousands of products in their inventory, all of which had a large number of subtle nuances that can make a huge impact on chemical outcomes if mistakenly used. We developed robust search capabilities to help customers find what they needed faster, with clear product details and safety information. We also provided new tools to save products for later, browse related products and push suggested products to customers that matched their specific research area of expertise to encourage more sales.
The outcome
A new standardized database of products allowed for advanced search and filtering functionality, resulting in lower search times and an improved browsing experience. Customer resources and tools were organized and featured throughout the site for increased engagement.
Previously only a desktop site, the website’s content and functionality was converted to a mobile web app, providing customers with the flexibility to shop however they choose. Ultimately, the J&K website became not just a place to purchase products, but a place for customers to continually return to for resources and industry guidance.
