Improved workflow and increased learnability of catalog and e-commerce order processing system
Project Summary
Who
Colony Brands
What
Modernize a legacy mainframe mail-order processing system
How
User Interviews, Design Workshops, Sketching, Workflow Improvement Analysis, Prototypes, Testing
Results
Improved sales associates' workflow through a more intuitive and streamlined process for processing customer orders.
Project Overview
Colony Brands is a mail-order and internet retailer offering various products across multiple brands. They’ve been in business since the mid-1920’s. Their affiliated brands include iconic companies such as The Swiss Colony and Montgomery Ward.
The company sought to modernize their current mainframe application used to process sales transactions. The current application has a steep learning curve Navigating the system is strictly keyboard-focused, thus requiring associates to memorize keystrokes. There is no contextual help, and visually, it lacks hierarchy to help users identify what needs their attention and creating cognitive load.
With increased sales during major holidays, the company brings on a lot of temporary workers to help with the increased demand. Training these new workers is costly and time-consuming. Colony wanted a much more intuitive system that new sales associates could learn quickly and process orders with less mistakes.
Project Goals
Modernize the current system to harness new technologies such as contextual help.
Decrease dependency on memorized key commands to operate the system.
Minimize the learning curve of the system so that training costs can be reduced especially during high-volume times throughout the year.
Future-state Journey Map
Challenges
Legacy mainframe system was fast but came with a steep learning curve. Agents had to memorize key strokes to work quickly.
Non-compliance with WCAG Accessibility Standards. While not mandated, the customer wanted to adhere to accessibility standards as much as possible.
Current system had limited integrations with other systems and databases, causing users to have to consult other applications frequently.
New hires struggled to quickly learn the system, and training was costly. The system does not provide quick access to help.
Approach
Reviewed and analyzed current order processing workflow to find problem areas
Conducted design workshops and user interviews to learn about the current process and pain points
Identified and prioritized usability issues to help the team stay on track and speed delivery
Created and tested sketches, wireframes, and prototypes with users to validate solutions
Facilitated future-state journey mapping with the client and product team to help them visualize the value we would deliver
Developed a style guide to help speed up development work and adhere to consistent design and accessibility standards
Future-state Order Processing Flow Diagram
Concept Sketches
Concept sketches are cheap ways to visually communicate ideas.
An initial review of a product search landing page revealed limitations related to unavailable APIs for result filtering. We promptly abandoned the concept to avoid unnecessary development efforts. In the order-taking process, sales associates validate customer shipping and billing addresses, including any additional gift recipient addresses.
Users positively responded to the concept of displaying product thumbnails on the product details page, accompanied by a sidebar featuring comprehensive order and shipping details.
Early sketch of a product detail page
Results
I was not involved past the first phase of this project and did not get to see it to deployment. However, some positive outcomes I saw were...
Client engagement was high throughout the project with high energy levels.
Customer Order Agents overwhelmingly provided positive feedback during design review sessions.
Newer Agents shown the screens were positive that the learnability was much improved and more intuitive.
Lessons Learned
1. Simplification Drives Success:
Streamlining complex user flows had a tremendous impact on the user experience. I learned that simplifying navigation and focusing on user needs directly leads to more intuitive, effective designs.
Streamlining complex user flows had a tremendous impact on the user experience. I learned that simplifying navigation and focusing on user needs directly leads to more intuitive, effective designs.
2. Collaboration is Key to Great Design:
Throughout the project, cross-functional collaboration was essential. Working closely with engineers, product managers, and end users reinforced that great design thrives in a team environment. Sharing insights, encouraging feedback, and maintaining open communication proved vital in delivering a successful product. Co-designing with stakeholders and the product team was not only a good use of time, it was extremely well-received by everyone. They were eager to be "part of something" great, and it showed in the quality of the work we completed each sprint.
Throughout the project, cross-functional collaboration was essential. Working closely with engineers, product managers, and end users reinforced that great design thrives in a team environment. Sharing insights, encouraging feedback, and maintaining open communication proved vital in delivering a successful product. Co-designing with stakeholders and the product team was not only a good use of time, it was extremely well-received by everyone. They were eager to be "part of something" great, and it showed in the quality of the work we completed each sprint.
Testimonials
I conducted a post-project engagement survey with the team to gauge how people felt working with me on this project. Here are some quotes from respondents.
"Jennifer is amazing! Her patience, expertise and guidance have been very beneficial."
- Client testimonial