Signtracker Order Form Optimization
My Role: UX Designer
Working with the sales team at a beer distributor and engineers at a software company, I was tasked with improving the user journey and reducing the time and friction in the custom sign ordering process. The one caveat was that it had to remain a web app accessed through Safari on company iPads.
The Problem:
The Process:
After conducting user interviews and user tests one theme became prominent. That was the frustration with the brand picker.
The distributor had nearly 3,000 brands and a sales rep would have to use the iOS rolodex-style picker to navigate the list. This would often crash when an internet signal was bad and made for an overall poor experience.
13 User Interviews
6 Moderated User Tests
1:38 Average Time to Submit Order
Unable to make any drastic changes on account of the platform, I worked out a paradoxical solution by adding a second dropdown.
Instead of filtering through 3,000 brands in one dropdown, users would first pick the supplier, we’ll say, Lagunitas, that then populated the second dropdown with only brands relevant to the chosen supplier.
Final order submission time:
58 seconds
