Custom Website for SAI Stone
an effective way to train front-line sales understanding product features
as well as loyalty management for a different group of audiences.
Roles
UX Researcher
UX / UI Design
Testing-person
Project Managing
Clients
SAI Stone
Tools
Adobe XD
Miro
Duration
04.2021-07.2021
Overview
The backstory
As a B2B natural stone supplier, SAI Stone have 50+ retail shops across Australia, they are not only deal with commercial project but also involved in domestic project.
Facing the fast-paced environment and overwhelmed sales traffic, they want to find an effective way to train front-line sales understanding product features as well as loyalty management for a different
group of audiences.
The challenge
How can we help customers find products feature and project inspiration photos easier as well as make more engagement with our retail shops?
Target Audiences
The Solution
We created a custom website (9 pages) including product, product, blog, the home page, etc, and 2 online forms.
Allows for online enquires, finding store locator, and downloading product information documents to keep front-line work’s stone knowledge up-to-date, as well as redirect online traffic to retail shops in order to increase sales figures for retail shops.
User Research Method
User surveys
25 surveyed
(25-50 years old) including:
-
general public,
-
retail shops staff,
-
architects,
-
pool builders,
-
internal sales team.
Competitor analysis
5 business,
UI trends, user flow.
Market Research
Market trends, market share, and distribution channels.
Problem Statement
Instead of promoting off-line campaigns with the target audience, SAI Stone doesn’t have a digital platform to make more engagement in the niche market, and face to onboarding staffs, SAI Stone doesn’t have effective training sessions for them. SAI Stone doesn’t have a pre-purchase engagement system with niche markets.
“Choosing the right stone pavers for the pool can not only enhance the quality of family spare time but also improve aesthetic appreciation.”
Persona and Customer journey map
We created 2 personas for the website, based on target audience, they are
-
architect,
-
retail shop sales.
To help our personas achieve their goals, we had 4 main functionalities in mind for the platform:
-
Creating stone articles and online documents to train front-line sales
-
Creating ‘online form’ that help to make a better understanding of stones they want to purchases
-
Creating effective categories that help salespeople find product easier
-
Presenting previous-job photos and descriptions effectively
Designing user flows
User flow 1: Find the previous job photos and get samples before purchase
User flow 2: Find the latest product features (online training) and sell products
Wireframe and prototype
Product listing page
Project listing page
Product page
Sample order form
Discuss next project form
Project page
News listing page
Home page
News page
We tested
We set up another set of workshop sessions internally with
sales team
to make sure our team fully understands the platform logic and user mapping. These workshop sessions helped our sales team connect with the client and empathise with their problems.
Final design and testing
How to find specific product?
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How to find up-to- date product documents?
How to find specific project?
Mobile Responsive Design
Home page
Product page
Project page
Achievement
The SAI stone’s website provides information about the latest products and shares retails address and pre-purchase form with different segments. After developing and testing a number of prototypes with customers, transforming the business into the digital platform.
Problem
Solution
90% of customers don’t know where to buy stone
from & store locations.
Creating ‘store locator’, users are able to search closest stores by postcode or address.
100% Architects group would like to find some ideas from previous-job instead of asking for stone samples.
lay-outing unique project inspiration section differently.
Pool builders would like to find stone types from the website instead of finding some ideas from the previous job.
Creating product filters by stone ‘type’, ‘color’ and ‘finish’.
“Stone function” is the first priority for both groups.
Creating project filters by stone ‘function’.