Project Overview
Challenge
The existing product configurator for technical test equipment was creating barriers to partner lead generation, with a confusing user experience that negatively impacted conversion rates across both desktop and mobile platforms.
Solution
Led a comprehensive mobile-first redesign to transform a complex technical configuration process into an intuitive, guided experience that drives measurable business outcomes.
Impact
Streamlined partner RFQ (Request for Quote) process to increase lead generation and improve conversion rates for authorized distribution partners.
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The Business Challenge
The objective of product family pages within the Essentials Product Portfolio is to enable potential customers to configure desired products and submit RFQ requests to sales partners. However, the existing user experience presented multiple barriers to conversion:
Primary Business Impact:
— Decreased partner lead generation
— Poor conversion rates (CVR) for partner RFQs
— Negative impact on customer journey completion
Target Users:
— Technical buyers configuring complex test equipment
— Procurement professionals managing purchasing decisions
— Sales partners facilitating customer quotes
Research & Problem Identification
Through systematic analysis of the existing configurator, I identified 12 critical usability barriers affecting business outcomes:
Navigation & Flow Issues
— Unclear progression: Users couldn't navigate back to previous steps by clicking progress indicators
— Hidden return options: Back buttons were poorly positioned and rarely noticed
— Inconsistent step labeling: Tab labels didn't match actual configuration steps
Mobile Experience Failures
— Non-responsive tabs: Users couldn't manually select options or scroll horizontally on mobile
— Viewport obstruction: Price fields covered significant screen real estate
— Multi-line button text: Poor responsive design breaking interface elements
Information Architecture Problems
— Overwhelming options: All accessories displayed regardless of model compatibility
— Context switching: Configuration choices didn't persist across steps
— Geographic complexity: Country selection reset entire configuration without warning
Form & Communication Issues
— Inconsistent labeling: Mixed terminology (E-mail vs. Mail)
— Missing feedback: No confirmation of what information gets sent to partners
— Unclear distribution: Current country selection not visible to users
Design Strategy
Mobile-First Approach
Prioritized mobile experience to ensure optimal performance across all devices and connection speeds.
Progressive Disclosure
Restructured information hierarchy to present only relevant options at each step, reducing cognitive load.
Clear Value Communication
Enhanced pricing visibility and partner selection to build user confidence throughout the process.
Guided Configuration
Implemented step-by-step progression with clear navigation and the ability to review/modify selections.
Solution Implementation
Streamlined Entry Points
— Clear path selection: Four distinct entry points based on user needs and existing knowledge
— Contextual guidance: "I need help" support available at each decision point
— Flexible starting points: Accommodate users with existing product codes or those requiring guided selection
Improved Configuration Flow
— Logical progression: Base Model → Configuration → Options → Extras → Review
— Persistent navigation: Always-visible progress indicators with functional back navigation
— Running totals: Clear pricing updates at each step to maintain transparency
Enhanced Mobile Experience
— Touch-optimized interface: Larger tap targets and simplified navigation
— Responsive pricing display: Optimized price visibility without viewport obstruction
— Streamlined forms: Single-column layouts with clear field labeling
Partner Integration
— Geographic clarity: Prominent country selection with clear distribution partner information
— Process transparency: Clear communication about data sharing and next steps
— Lead optimization: Simplified form completion to reduce abandonment
Current Status & Next Steps
Project Phase
Design validation; user interviews beginning to test proposed solutions
Stakeholder Alignment
Achieved positive consensus from cross-functional stakeholders including Sales, Product, and Engineering teams during design review process.
Upcoming Validation
— User interviews planned to test configuration flow and navigation patterns
— Validation of mobile-first approach with target user groups
— Testing of progressive disclosure strategy for complex product options
Expected Business Value
— Streamlined quote request process to reduce sales friction
— Improved partner lead quality through enhanced configuration data collection
— Better global user experience supporting international business expansion
Design Rationale
Solutions designed for performance on slow connections while maintaining full functionality across device types and complex product configurations.
Process & Collaboration
Cross-Functional Leadership
Facilitated workshops with Sales, Product, and Engineering teams to align on requirements and constraints.
Stakeholder Management
Regular design reviews and iteration based on business stakeholder feedback.
Technical Feasibility: Collaborated closely with development teams to ensure design solutions were technically viable within existing system constraints.
User-Centered Approach
Balanced complex technical product requirements with intuitive user experience principles.
Key Learnings
Enterprise UX Complexity
Successfully navigated the challenge of simplifying complex B2B sales processes while maintaining necessary technical accuracy.
Mobile-First Impact:
Demonstrated how mobile-first design principles can improve conversion rates across all platforms, not just mobile devices.
Stakeholder Alignment
Proved the value of systematic problem identification in building consensus around design solutions.
Business-Driven Design
Reinforced the importance of tying UX improvements directly to measurable business outcomes like lead generation and conversion rates.
