Wireframing – Navigation Simplification
Goal: Simplify the navigation to ease customer service calls
A high-end specialty B2B company with a lot of product listings had a bloat problem on their public facing website. Customer Service attributed 90% of calls to users wanting to purchase items which they could not as the company did not sell to the public. Reviewing their navigation, it was apparent that a few minor changes could easily help reduce the calls to customer service.
Current State
*Current state at the time
I started with simple documentation for discovery as the team did not know how many pages the site had. During this time, I found several areas that validated customer service’s pain points. Dead clicks unless logged in being the most obvious places we could look into more elegant solutions.
Recomended Changes
I recommended to the client a navigation simplification. Move 14-pages to behind the trade wall. This would remove the idea that anyone would be able to have access to specific trade tools like samples, installation guides, kits, and even the shopping cart. Users could still view the products but would get a message along the lines of “Request this when talking with your local designer” rather than an add to cart button.
In researching this proposal, I found that many of the designers used an the autologin feature so the core user group would not be greatly impacted by this change. However, this simple change would highly impact the Customer Service team.
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