Consumer Centric B2C Redesign Initiative

UX Researcher

UX Designer

Product Designer

Adobe Illustrator

Figma

Microsoft Office 365

In this project, Rebekah spearheaded the redesign of a popular B2C application for contractors, focusing on improving accessibility and usability. Her efforts led to higher customer retention rates and positive feedback from end-users.

Background

After years of helping our customers have great purchasing power, we conducted in-depth product analysis to identify potential product offerings that would differentiate us from competitors and drive substantial growth.

Who is this project for?

Contractors

👤 Andy is the owner of a local contracting company. He is 57 years old and works long hours in order to secure bids for jobs. He is known for being direct and concise.

⛳️ Andy aims to secure bids for his company by offering competitive prices. He uses app.raiven's Hotsheets to negotiate these prices effectively. While local, in-person shopping is his preferred method for purchasing due to its convenience, his primary motivation is to quote prices to clients that will win bids.

🌟 Andy's primary need is a tool that enables him to rapidly generate price quotes, create bids, and establish connections with local suppliers.  Andy may be less interested in discounts offered by Raiven, only interested in a discount for items with long lead times or that are not urgently needed (e.g., wire, cable, and other frequently used items).

Suppliers

👤 Size: Small, locally-owned business Location: Small town in Delaware Business Model: Primarily relies on direct relationships with local contractors

⛳️ Increase Sales: Generate more revenue by expanding their customer base. Build Relationships: Foster stronger connections with local contractors. Expand Offerings: Introduce new products or services to meet the evolving needs of contractors.

🌟 Streamlined Lead Generation: Provide a platform that directly connects the supplier with contractors seeking their specific services, eliminating the need for lengthy email or phone exchanges. Enhanced Visibility: Offer a tool to quickly update inventory offerings and broadcast these changes to local contractors, increasing product visibility and attracting new customers. Improved Efficiency: Simplify the sales process by providing a centralized platform for communication, lead generation, and order management.

My Role

UX Designer and Lead UX Researcher.  I was responsible for starting research initiatives at Raiven--learn more.

My role encompasses conducting in-depth user research, synthesizing findings, and translating insights into actionable design improvements.

In addition to the in-depth research and documentation, I was responsible for the re-design alongside the Senior UX Designer. This was a highly collaborative effort involving a design system rebuild, wireframes, prototyping, user-flows, and more.

Results

Generative research with 20 Raiven customers found a need for a product to connect with local suppliers, manage projects centrally, and create bids for new clients. This suggests a missing feature in the current market.

Our initial hypothesis, centered on the notion that contractors were primarily motivated by the lowest price, was invalidated through our in-depth research.

Opportunity 🌟

Deliver an exclusive, local procurement system and bid creation product to customers

Parameters ✅

Desktop

Single Sign On

Leverage current desktop app and backend infrastructure

Product Pivot

Recognizing this, we identified a potential to offer exclusive discounts and integrations with these platforms, thereby providing added value and enhancing our product offering.

Additionally, we discovered we can connect contractors with local suppliers--driving spend and purchasing for our two user groups.

This data-driven pivot allowed us to align our product strategy more closely with actual user needs and behaviors.

New Launch

With our findings, we begin to ideate what this product could look like and after various round of testing, we launched Raiven Portal.

Onboarding

Starting with our onboarding process, we decided to streamline the data extraction to be as simple as possible.

Prior to our redesign, our onboarding system was disparate and took an average of two weeks for a new user to get successfully onboarded and using our platform.

We eliminated the back-and-forth of our data extraction and relied on a cognito form.