Mobile Interactions for Job Site Contractors

Overview

ABC Supply, an industry leader in roofing distribution, collaborated with us on a digital overhaul to refine their IT growth and customer service. Despite the success of their web sales channel, ABC Supply's mobile app struggled with user engagement and low transaction values. Our mission was to enhance mobile functionality and inventory management, in order to elevate customer loyalty and streamlining the sales process.

With a vast branch network of distributors, ABC Supply's foray into digital sales was paying off on the web but not on mobile. The challenge was two-fold, to boost mobile engagement and to revamp their inventory and return systems to meet the modern contractor’s needs.

Objectives

Enhance Mobile Engagement: Overhaul the app experience to make mobile the channel of choice for contractors.
Improve Inventory Management: Create digital solutions for real-time inventory tracking and ease of returns, enhancing operational efficiency.
Increase Sales Through Mobile: Use the mobile platform to increase average order value and frequency.

Methods

Discovery Interviews: Direct insights from users to understand their needs and pain points.
Research Repository: Centralizing data for cross-functional team access and informed decision-making.
Story Mapping & Service Blueprinting: Visualizing the entire service process to identify and address gaps.
Customer Journey Mapping: To capture the end-to-end user experience and opportunities for enhancement.
Advanced Prototyping: Testing and refining mobile app interfaces with real users.

Solutions

Mobile User Interface Revamp

We streamlined the mobile app interface to make it more intuitive, using personalized features and push notifications to draw users back into the app and encourage higher order values.

Seamless Return and Inventory Process

We implemented an innovative return process within the app, allowing contractors to manage returns effortlessly through photo documentation and direct inventory checks, bypassing the need for in-branch coordination.

Outcome

The reinvented mobile app and digital inventory management resulted in a significant increase in mobile engagement and customer satisfaction. The ease of scheduling and returns translated into higher mobile order values and more frequent app usage.

(Illustrative example) The research repository is compiled from various sources including existing research, stakeholder interviews, field observations, and launch data. Through a mixed-method approach, we were able to triangulate data to gain greater confidence.

The customer lifecycle map was created to communicate the value of an omni-channel approach. Each node represents major touch points and each series of connected nodes represents a unique customer journey. For each stage of the lifecycle, we defined omni-channel OKRs (objectives and key results).

(Illustrative example) One of these customer journeys is the digital purchase journey. It is comprised of both new and existing touch points, across multiple channels.

Mobile phones and tablets allow contractors to initiate returns while at the job site. By photographing the anticipated return, both contractors and ABC Supply can reduce errors in the return process.

When prototyping novel interactions, we can expedite speed-to-experimentation and speed-to-market, by using advanced prototyping software such as Origami.

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