Digital: 3d printing tech, Website
Quoting Tool Redesign
Client: 3D Printing Tech
Role: UX/UI Designer
Company:
Contract
3D Printing Tech and Voodoo Manufacturing are experiencing a drop off in conversion.
With an average of 70.7% bounce rate across 3D Printing Tech and Voodoo Manufacturing’s quoting tools, the clients asked our team to redesign the tool per their customers’ needs. Through business synthesis, user research, and competitor analysis, we designed for a more effective quoting tool that we believe will increase the conversion rate.
Research Strategy
1. Business Analysis
Data analytics show an average of 70.7% bounce rate across both quoting tools from November 1, 2020 to January 24, 2021.
Both 3D Printing Tech and Voodoo Manufacturing are noticing drop off in conversion rates. Through Google Analytics, I confirmed that our team should start by looking into the 3D Printing Services (capabilities) and Quoting Tool pages, as these were consistently among the top 3 most visited pages. Digging into this further, we found that the Quoting Tool page was responsible for the high bounce rates (60-80%), so we decided to prioritize this page.
2/3. Interviewing 3D printing experts and hobbyists
After conducting interviews, I better understood critical pain points experienced while using 3D Printing Tech’s current quoting tool.
I conducted 1 interview with a product designer and 1 interview with a former employee at a 3D Printing lab to understand what the average 3D printing user needs and expects from an experience standpoint. I then conducted individual usability tests to further observe how those reflect their pain points.
4. Analyzing the competition
The team conducted feature inventory and task analyses to explore how other 3D printing companies include accessible FAQs and actionable UX copy.
Insight:
- Craftcloud and Shapeways enforce UX copy through direct and clear statements, starting with an action.
- Kickr Designs expresses its branding identity through its UX copy.
5. User Journey
To build empathy and better understand the pain points that the users experience, I did a task analysis for both sites.
Common themes that the team identified were uncertainty, confusion and frustration through the quoting tool process.
Defining the problem
Meet Charlie
Based on insights from research and a meeting with the founder of 3D Printing Tech, Charlie represents their main clientele.
Every design decision throughout the design process was driven by reason and data, based on Charlie’s needs.
UX/UI
Prioritizing features to start the design process
To align with new customers’ pain points, the Must Have section is what we incorporated into our prototype.
Through interviewing both users and our client’s returning customers, observing market trends, and meeting our client’s needs, we prioritized these features.
Updating the design system
I led the design system revision and created a universal color palette that could be used for both sites.
Wireframes
Testing and Iterations
Prototype