Identify why customers are asking for a pallet racking configurator tool and why they believe it simplifies their shopping experience.
PROJECT SCOPE
Clients: Executive leadership; Customer Service department, who currently make pallet racking recommendations via manual math
Timeframe: 5 weeks
Role: UX Researcher
Methods: Subject-Matter-Expert Workshop, Discovery Interviews (with both internal and external participants)
Tools: UserTesting, Zoom, Microsoft Teams
Project Overview
BACKGROUND
The company has been receiving customer comments asking for a tool to help them calculate how much pallet racking they need to purchase to outfit their warehouse space.
Currently, when customers call into Customer Service with a similar request, the company representative manually does the math to calculate a viable recommendation.
A pallet racking configurator tool is projected to not only help customers self-serve similar requests, but will aid the Customer Service department in also providing a tool they could utilize.
OBJECTIVES
Internal Stakeholders (Customer Service):
What are representatives' current experiences when assisting customers who need to purchase pallet racking?
What type of tool will best address their current pain points?
External Stakeholders (Customers):
Why are they requesting a pallet racking configurator tool?
What type of tool will best address their current shopping pain points?
Methodology
Subject-Matter-Expert Workshop
Discovery Interviews
Note: Two independent rounds of discovery interviews were conducted, one involving customer service representatives (internal stakeholders) and one involving customers (external stakeholders).
Subject-Matter-Expert Workshop
Before beginning the project, it was important to first understand what gaps in knowledge research could help address. A Discovery Workshop was held with representatives from various Customer Service and Merchandising roles with the goal of identifying what we hope to learn from customer service representatives and customers.
A Discovery Workshop was chosen due to it's guided yet informal nature, allowing for honest feedback.
Similar to traditional stakeholder interviews, a conversation guide was completed with the goal to better identify gaps in knowledge and any outstanding hypotheses about the problem.
SUBJECT-MATTER-EXPERT WORKSHOP KEY FINDINGS
Both Customer Service and customers would benefit from a tool that's easily accessible on the web.
The only outstanding method for calculating the required pallet racking to outfit a warehouse space is via manual calculations.
Both customer service and customers are deciding which pallet racking size and quantity is needed through these calculations, which could be simplified with a tool.
Customer Service and customers appear to have a similar use case and requirements for a configurator tool.
While it appears that both Customer Service and customers would benefit from a similar tool, research should identify if the groups have any differing needs/requirements.
Discovery Interviews: Customer Service
METHODOLOGY
Participants: Five customer service reps were randomly selected who have at least one year of phone experience.
Test Design: A formalized test plan was followed, and conversations were conducted utilizing Microsoft Teams.
Discovery Interviews: Method was chosen because it allows for in-depth exploration into the problem, user needs, and potential solutions before diving into detailed design or development.
ANALYSIS PROCESS
I collected notes from the conversations and utilized a rainbow spreadsheet to identify patterns and themes.
DISCOVERY INTERVIEWS: CUSTOMER SERVICE KEY FINDINGS
To ensure the configurator is helpful for Customer Service reps, it should be focused on simplicity of use.
SAMPLE SUPPORT
What concerns do CS reps have about using a pallet racking configurator?
A usable interface that isn't overly complicated: CS reps require a tool that can be used quickly while on phone calls, allowing for fast and understandable visualizations.
Ensure all details are accounted for: CS reps described many nuances that need to be considered before an accurate recommendation can be made.
Clear units of measure: CS reps who assist customers in Canada & Mexico need to account for conversions, which are a frequent pain point.
The configurator needs to account for specific criteria in order to be deemed useful.
Examples: Dimensions of the space, measurements of pre-existing pallet racking, the clearance of the top shelf, the size/weight of stored inventory, aisle space, and required add-ons.
SAMPLE SUPPORT
What information will the configurator need to make a recommendation?
1. Dimensions of the room: The space’s length, width, and height would be needed to map out a general layout of the space; The dimensions are a crucial part of calculating how many pallet racks can fit in the space; Not all rooms are rectangular, so the configurator should be able to account for that.
2. Measurements of pre-existing pallet racking: Customers may need to add on levels or accessories to pre-existing pallet racking.
Discovery Interviews: Customers
METHODOLOGY
Participants: Five business-to-business customers who have purchased pallet racking in the past six months.
Test Design: A formalized test plan was followed, and conversations were conducted utilizing Microsoft Teams. Later in the study (to ensure limited bias), participants were shown a TuffShed configurator as a reference point, and tasks utilizing the tool were randomized.
Discovery Interviews: Method was chosen because it allows for in-depth exploration into the problem, user needs, and potential solutions before diving into detailed design or development.
ANALYSIS PROCESS
I collected notes from the conversations and utilized a rainbow spreadsheet to identify patterns and themes.
To ensure the configurator is helpful for customers, it should feature simple navigation that walks customers through every step of the process.
SAMPLE SUPPORT
What functionality should the configurator include?
A “wizard” that would walk customers through a step-by-step process: Similar to a tutorial, the tool would walk you through questions or inputs that would lead to an idealized layout; Easy-to-navigate and “fool-proof” method of ensuring users are entering measurements and needs correctly.
“It'd be some sort of wizard, or walk-through the process where I'm just selecting items that I want to include in the last setup. Like adding edge protectors can add a couple of inches to all sides, so it'd be some sort of walkthrough process to account for all of that."
“I think what could be even more helpful is if the configurator tool asked questions, like ‘What is going to be stored on it?’ or ‘How heavy are the items?’ It'll probably have a few of those, and then give you, based on your answers, a suggested pallet rack for you."
The configurator needs to account for specific criteria in order to be deemed useful.
Examples: Size and wieght of stored items, height restrictions, aisle space, levels/rows needed, required add-ons, and inaccessible/immovable areas in the room.
SAMPLE SUPPORT
What factors were customers considering when purchasing pallet racking?
1. Size and weight of inventory that will be stored: The dimensions and weight of the inventory dictates the type (materials and set-up) of pallet racking needed.
“We first need to consider the size of the inventory that's coming in. Then based on that, we have some weight requirements, and need to see if we need to add any crossbars to help hold that weight. But it still depends on the merchandise, equipment, or supplies that are going to be stored on those."
“I'll look at how large the size of what's going to be stored, then make sure the cost is within budget and that it'll be accessible to our forklifts."
Project Recommendations
Continue researching vendors for a simple pallet racking configurator tool.
Both customers and Customer Service acknowledged the benefits of having a tool to simplify the process of choosing pallet racking for a specific space.
Both groups emphasized the importance of simple inputs and language to ensure it's ease of use.
Given the similar needs of CS and customers, make the tool available on the eCommerce website and internal website.
Both customers and Customer Service would benefit from the tool, and thus it should be easily accessible to both groups.