Within the automotive sector, Fleet managers hold a significant position. The goal was to revamp the Fleet experience to align with the distinct needs of users.
My task involved grasping the B2B dimension within Polestar’s retail experience and formulating a solution tailored to this customer segment through a comprehensive understanding of various user journeys.
The page needs to insure global applicability with adaptation to local market needs.
Main Challenge
How to craft a successful B2B experience within the website’s retail interface.
Due to time constraints, the project required a swift launch. As a result, I had to be meticulous in tool selection, planning, and adherence to design system components.
Discovery
Upon receiving the project brief, my initial approach involves stepping back to take a broad view of the project. This allows me to adopt a comprehensive perspective to unravel my initial thoughts and questions.
By analyzing the current page behavior through examination of existing data, we gain insights into user interactions on each page, providing valuable understanding of user intentions and objectives
Given that Fleet services are common in the automotive sector, it is crucial to explore how other brands within the ecosystem communicate a nd offer this service
Following the initial thoughts of the page, it is essential in every project to ascertain from a business standpoint who will be providing data and feedback
Planning
After initial ideation, it’s vital to align project planning with client scope to ensure timely delivery. Creating Jira tickets documents and assigns tasks for streamlined team and stakeholder collaboration
Stakeholder Interviews
I initiated interviews with internal stakeholders to grasp the overarching business perspective. Given that Fleet accounts for 75% of the profits, understanding the long-term vision is paramount
Markets Lead Interviews
Recognizing the varying Fleet dynamics across markets, I arranged calls with local leads to gain insights from their perspectives and data, and identify existing challenges from their viewpoints
User Interviews
The last crucial component involves engaging with Fleet managers to comprehend their outlook on Fleet services and their goals when acquiring such services for their companies
Discovery phase: major insights
During the discovery phase, major insight highlights were revealed. Each insight plays an important piece for the next thinking phase
While fleet managers make the primary target audience for the Fleet business, a significant customer segment that was overlooked includes company car drivers. This revelation represents a substantial discovery that could potentially unveil fresh opportunities and consequently generate new leads. Both segments are into a fast experience that provides data and support quickly
During interviews with market leads, creating a globally applicable UX narrative for Polestar while addressing individual market requirements proved crucial.
The solution must be adaptable to meet localized user needs, ensuring scalability based on comprehensive local user research.
It was crucial to collaborate with developers and designers towards a common objective.
Incorporating a B2B experience necessitated a deep comprehension of its integration within the retail environment, where leveraging design system components aimed to serve this purpose.
Effective cross-functional teamwork was also pivotal to the project’s success.
Ideation
Key insights emerged during the discovery phase, prompting the initiative to further enrich the UX strategy by gathering additional data through a workshop aimed at developing a comprehensive UX narrative
Workshop Goal
Based on the insights from users and market leads, I formulated topic stories. Participants were asked:
1. arrange individually these stories in hierarchical order (with still the possibility of iterating and adding insights)
2. collaborate in a group to have one storyline
Participants
1. Six leads from operation, sales & marketing
2. One product designer
4. Myself as a workshop facilitator
3. One copywriter
Discovery outcome
Following an extensive discovery phase where I maintained a harmonious blend of UX and Strategy, my objective was to create a sustainable, scalable solution for long-term viability. This approach was rooted in data-driven insights and positioned us effectively for the upcoming ideation phase. Subsequently, the next stage entailed:
Our experience flow is always the source of truth that keeps us aligned as cross team in tracking main user flows. Updating the fleet customer experience helps. us see micro interactions across all .com
Discovery
Through the design phase it was crucial to translate all insights into user friendly designs. The new page revamp highlights the following new updates and steps
Since fleet managers and company car drivers want a quick access to their information, it was important to highlight a clear cta button from the first viewport
Prototyping the designed solutions across different markets and gaining insights to iterate and enhance the new page revamp
Discovery
1. Page Success: By integrating customer journeys for both Fleet managers and company car drivers, the page achieved a 30% engagement rate with newly acquired market leads.
2. Tailored experience: A customized experience was crafted to align with market demands. Following the design process, I prioritized creating detailed documentation to ensure that publishers grasp the intricacies of the UX narrative structure.
3. New learnings: I gained valuable insights by exploring the dynamics of B2B within a B2C framework and the importance of meticulously analyzing user flows to maintain consistency across various pages within the brand.
Teams Effort
The primary achievement always stems from the collective collaboration and dedication of the team. I spearheaded the entire process from discovery, design, and documentation.
Credit is due to the unwavering dedication of developers, the keen design insights of UI designers, the distinctive tone set by copywriters, and the valuable contributions and continuous feedback provided by stakeholders and partners.
