The client
A global steel manufacturer, with a steel production capacity of approximately 27.5 million tonnes per annum (MnTPA) as of March 31, 2017. The company is a diversified steel producer with major operations in India, Europe, and Southeast Asia. It has manufacturing units in 26 countries and a commercial presence in over 50 countries. They offer hot and cold rolled coils and sheets, galvanized sheets, tubes, wire rods, construction rebars, and bearings. A digital solution platform serves as the selling arm of the steel manufacturer, providing a marketplace for ECAs and distributors to buy and sell steel.
The problem
How do we enable a seamless, cohesive & intuitive structure for an omni-channel experience across platforms? How easy, usable or effective it is for customers to interact on offline vs online buying channels including website, chat bots, call center and offer the same commerce and brand experience?
High Cognitive load
With platforms being content cluttered and complex user journeys, making it hard for users to navigate easily.
High operational dependency
Platforms are non-intuitive and self-sufficient for users to use independently leading to more efforts for operational teams.
Lack of cohesiveness
A common design system was missing leading to inconsistency across systems globally for 250+ apps.
High Customer acquisition cost
Increased time-to-task leading to high customer drop-offs on various apps and websites.
The solution
Setup a global experience center to continually Audit-> Ideate-> Innovate –> Implement with increased speed to market and focus on UX levers like Intuitiveness, Personalization, Usability, Accessibility, Navigation and Interactivity with special emphasis on Employee Experience, Sales & Marketing Experience and Safety & Procurement Experience.
Consumer Behavioral Economics
Conducted customer behavioral analysis to map platforms to consumers’ buying journey.
Global Design Library
Implemented a cross-functional design system to foster cohesiveness among all online interactions.
Data driven personalisation
Enabled data-driven personalization for digital buying for current customers, along with recommendations.
Interaction & Usability
Redesigned and revamped legacy platform designs and performed usability tests to ensure better CX (customer experience).
Immersive Commerce
Ideated immersive solutions such as gamification, virtual reality, and AI-based bots to enable quick commerce.
Our work in action
Increased speed to market
Created re-usable development component repository to speed digital efforts across organization’s digital inventory.
Enhanced hyper personalization
AI-driven hyper-personalization for cross-selling, upselling based on customer behavior, and personalized experience, using user personas.
Reduced operational dependency
AI chatbots, VR-based experience make platforms intuitive; enabling more independent customer purchases, reducing operational burden.
tx, USA
London, UK
India
