UX&UI / 2024

Designing for Streamlined and Intuitive Customer-Facing Quote Request Experience

Responsibilities: UX Design, UI Design & Interaction Design

The Challenge

This case study was a design task given by Vahterus. Vahterus’ heat exchangers are custom-made to fit specific customer requirements, without a standard catalogue. They design these units based on the application, performance needs, and integration dimensions, relying on customer-provided specifications. However, obtaining complete information often involves time-consuming back-and-forth communication. They want to work on reducing this inefficiency and improving the customer experience by streamlining the information-gathering process. The task was done in 11 hours.

Design Processes

I’ve tackled this challenge through four key aspects: User Understanding, Problem Analysis & Solving, Data Design, and Visual Design.

  1. User Understanding: empathizing with their customers and sales team, identifying their needs, frustrations, and goals. 
  2. Problem Analysis & Solving: dissecting the quote request process to pinpoint inefficiencies and areas for improvement.
  3. Data Design: designing an intuitive and guided form for quote requests to ensure that customers provide all necessary information upfront.
  4. Visual Design: creating a visually appealing, user-friendly design that encourages interaction and simplifies the process of submitting a complete quote request.

#User Understanding

From Where We Study Our Users

To craft exceptional B2B software solutions, it is imperative that we possess a profound comprehension of our users’ requirements and pathways. Our offerings must be meticulously aligned with the actual contexts in which our users operate.

This entails a thorough exploration of our users’ motivations, the catalysts for their actions, and the envisioned outcomes they seek to achieve.

JTBD Analysis – Distributors (External Users)

Real-Life Circumstances (To Be Verified)
An end customer’s HVAC system has failed

Triggers
A request from a commercial building manager to replace HVAC systems

Motivations
Fulfill Customer Needs & Competitive Pricing
Desired Optimal End Results
Accurate and Timely Quotes & High-Quality Product

Criteria for the End Results
Specification Match, Cost-Effectiveness, Timeliness, and Energy Efficiency

JTBD Analysis – Sales Engineers (Internal Users)

Real-Life Circumstances (To Be Verified)
The demand for HVAC systems is high, requiring quicker turnaround times.

Triggers
Quote Request Received & Project Specification Changes

Motivations
Efficient Process Management & Customer Satisfaction
Desired Optimal End Results
Accurate and Timely Quotes & High-Quality Product

Criteria for the End Results
Accuracy, Efficiency, and Customer Approval

#Problem Analysis & Solving

What customers really want

Distributors encounter significant challenges when replacing or upgrading heat exchangers due to the inefficiencies inherent in the current email-based quotation system. This method often leads to delayed responses to quote requests, prompting some to suggest that the solution lies in accelerating these responses or minimizing the need for extensive communication.

However, the question arises: Should our focus merely be on expediting responses, or should we aim to revolutionize the communication process itself?

Upon thorough analysis, it becomes evident that distributors are in search of a more streamlined procurement process, not merely quicker reply times. They are looking for a system that enhances efficiency, minimizes time and effort, and facilitates the rapid generation of accurate quotes.

Imagine an automated system designed to immediately acknowledge receipt of requests, streamline the submission of necessary information, and offer real-time updates on quote status. This approach signifies a profound respect for both the time and the requirements of the distributors, promoting a level of smart communication that goes beyond mere speed.

In essence, it is clear that a transformative approach to the quotation process is not just desirable but necessary, aiming to provide a seamless, efficient, and respectful engagement with distributors, thereby fundamentally enhancing the overall procurement experience.

Proposed Solutions

Following my thorough analysis, I propose the implementation of the Smart Quotation System, which is underpinned by an advanced dynamic form builder that employs conditional logic to ensure precise data capture.
 
This system is further enhanced by the integration of predictive text and auto-fill capabilities, leveraging historical data to streamline the process and boost efficiency. To guarantee the accuracy of the information collected, real-time validation mechanisms are in place.
 
Moreover, the introduction of a direct messaging system significantly improves communication channels between distributors and sales engineers, facilitating smoother interactions and quicker resolutions.
A key feature of this system is its transparency, achieved through a dedicated dashboard that provides real-time updates on the status of quotations and other relevant metrics.

Comprehensive training will be provided to ensure seamless integration and adoption of the Smart Quotation System. Additionally, the system is designed to be fully compatible with existing Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) systems, thereby enhancing the workflow and efficiency of our operations.

Proposed Customer Journey ​​​​​​​

I am pleased to introduce our enhanced quote request process, meticulously designed to optimize efficiency and accuracy from initiation to completion. 

The journey commences with the meticulous preparation stage, where customers are equipped with a detailed Quote Preparation Guide, ensuring all necessary information is at hand for a seamless request submission. 

Within the Request Interface, our distributors will experience a dynamic pathway, enriched with predictive text functionalities to enhance accuracy and facilitate ease of use. This stage is complemented by real-time validation features, which significantly reduce the likelihood of errors during the Information Validation and Submission phase. Our dedicated sales engineers are immediately available to engage with the submitted requests, marking the beginning of the Sales Engineer Review and Clarification stage. This phase is crucial for streamlining the process, where organized request handling and direct messaging capabilities expedite clarifications.
The subsequent Quote Configuration and Review phase is where the provided technical data is meticulously transformed into customized proposals, readily accessible via our user-friendly portal. This stage is designed to foster swift and efficient dialogue between parties, ensuring any required modifications are promptly addressed, leading to Final Approval. Integration with CRM and ERP systems plays a pivotal role in seamlessly guiding orders through to fulfillment.

Upon completion of the order, we invite our customers to share their feedback, a vital component of our continuous pursuit of excellence. This feedback marks not only the conclusion of the current journey but also the commencement of an ongoing relationship aimed at exceeding customer expectations.

Through this reimagined process, we are committed to providing an exceptional experience, demonstrating our dedication to efficiency, accuracy, and customer satisfaction.

Why the Proposed Customer Journey is Better

The proposed solution enhances the customer journey by refining operational processes, diminishing the need for repetitive communication, and expediting the generation of quotes. It guarantees precision in tailored quotations, minimizes discrepancies, and melds smoothly with current software ecosystems.

This approach fosters direct and streamlined communication, supported by a centralized system for information management. It significantly improves the user experience through the implementation of intuitive and clear processes, designed with the needs of distributors and sales engineers in mind, thereby facilitating the execution of intricate tasks.

#Data Design

Data Design Strategy

We need to reduce complexity in data design to clarity, understandability, and accurate data entry.
The goal is to make the data entry process intuitive, and easy to navigate, reduce errors, and streamline the configuration process for both sales engineers and distributors.

How to Design with the Following Data

Utilizing this design strategy, we will now explore my methodical approach to streamlining the data collection process necessary for generating a quote.

This approach fosters direct and streamlined communication, supported by a centralized system for information management. It significantly improves the user experience through the implementation of intuitive and clear processes, designed with the needs of distributors and sales engineers in mind, thereby facilitating the execution of intricate tasks.

#Visual Design

​​​​​​How the New Design Affects the Internal Tool

The redesigned tool introduces a comprehensive dashboard, categorizing incoming quote requests into new, in-progress, and archived, streamlining status updates and processing. It includes specific pages for different request stages, improving workflow management and allowing sales engineers to prioritize tasks efficiently, thus speeding up the quote-to-approval process.

The request lifecycle has been refined for greater transparency and efficiency, with stages like Initial Review and Configuration leading to a Sent or Archived status. An added urgency column helps prioritize requests, ensuring prompt attention to critical tasks.

Additionally, the tool now features proactive, intelligent notifications for new submissions or incomplete information, eliminating delays. A detail panel previews requests, highlighting any missing information and offering actionable steps for engineers to quickly address, improving response times and workflow efficiency.

#Reflection

What You Can Learn About Me via This Case

In addressing the aforementioned challenge, I leveraged a user-centered design approach, focusing on a deep understanding and empathy toward both distributors and sales engineers. This process involved identifying their specific needs and areas of frustration. Utilizing my problem-solving capabilities, I was instrumental in optimizing the quote request workflow through the creation of the Smart Heat Exchanger Quotation System. This system effectively combines technical sophistication with a user-friendly interface, showcasing my proficiency in technical and data design.

Moreover, my expertise in visual design played a pivotal role in ensuring the system’s functionality was complemented by an intuitive and engaging user interface, thereby elevating the overall user experience. Strategic thinking and meticulous planning were essential as I led the system’s design phase and its subsequent integration with existing CRM and ERP platforms, enhancing both scalability and operational efficiency.

Crucial to this endeavor was my ability to communicate and present complex processes, challenges, solutions, and their respective benefits to stakeholders. This ensured not only alignment across departments but also advocated effectively for the needs of the users.
This holistic approach underlines my capacity to address intricate challenges with innovative solutions, highlighting the significance of adopting a user-centric, strategic, and technically informed design philosophy.