PROCESS
My first step was to identify the business goal, customers, and possible problems with the main stakeholders. I continued with a robust discovery process in which I had learned as much as I could about the current experience. I gained insights regarding the central tensions and opportunities for the product’s enhancements. I developed a new design concept and iterated on three rounds of design, which were prototyped and tested with stakeholders. Together with my product manager, we created three phases launch plan, which included a pilot, and an internal and external awareness campaign to accommodate the final full release. The redesign was successfully executed and had a positive impact.
[CDW is a leading multi-brand technology solutions provider to business, government, education and healthcare customers in the United States, the United Kingdom and Canada. A Fortune 500 company and member of the S&P 500 Index.]
Initially developed in 2004 - PAS is a tool that enables organizations (CDW's SMB and large enterprises customers) to delegate purchasing rights while keeping control over their spending
“It's like parental control, but for the workforce ”
PAS users:
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IT Admin / Director of IT - very busy, need to control their budget while supporting the organization's IT needs
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CDW’s Account Managers / Sellers - wants their customer(s) to be satisfied, productive and efficient when purchasing from CDW
USER RESEARCH
I conducted over 30 in-depth interviews and observations with stakeholders. The main stakeholders of the current tool had included customers from the government sector, large corporation as well as small businesses. I had met frequently with personal from site supports and reached out to sales managers who know PAS and been using, the tool for a while.
Unpacking and synthesizing all the quantitative and qualitative data I have identified the main tensions and opportunities for the product’s redesign.
DISCOVERY
To find significant issues of the current experience. I embarked on a comprehensive discovery phase, which included the gathering of qualitative and quantitative data from all stakeholders. I audited and documented the current solution while studying other similar tools. I used different user-research methods, such as; observations and in-depth interviews with users, and had multiple discussions with site-support personal, and analyzed the data of the current experience.
PROBLEM
Users found the PAS setup process to be complicated and time-consuming
What you see here can give you a sense of how confusing the PAS setup could be
STRATEGY
The first area within the PAS tool that I had learned I should focus on was the workflow set-up – this is the initial step that users have to execute to start using the device. Based on the discovery process, it was evident that the current experience of the workflow set-up is very complex and poorly designed. Many stakeholders currently don’t understand how to create a new workflow – the initial required step that the user must complete to use the tool. Customers, as well as account managers (within CDW), found the set-up flow to be confusing and required additional assistance with the process.
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Focus on the PAS Admin
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Setup flow - design a self-serve, low-touch solution
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Increase awareness
Design team collaboration
I shared my finding and critical insights with my peers, either during one-on-one sessions, which I scheduled to solicited feedback, and during our weekly meetings. I had also led a design studio workshop where the larger design team worked with a design brief I had developed - based on the user-problem and scenario I had identified in the discovery and research phase.
The studio outcome ensured me that I am on the right track path, and I then continued with the product design cycle; testing the design concept with stakeholders and iterating based on their feedback, and more testing.
Low fidelity wireframes + clickable prototype
The initial design concept for PAS setup (workflow creation)
The key elements in the concept:
• A new Getting Started page, which includes relevant copy explaining the process in plain language while setting the proper expectation of the required steps
• All three steps are constantly displayed throughout the flow
• Each step has three modes; default/empty-state, an edit mode, and a review (with back to edit option)
• A new Review step – showing the complete workflow at the end of the setup
SOLUTION
These concepts were used as inspiration for my next step where I merged the best feature out of every concept and created a prototype that I took back to stakeholders to review and provide their feedback. I scheduled multiple review sessions and leveraged usertesting.com to learn how does the new concept performs. I iterated and retested additional versions and eventually finalized a new design, and then proceed to mockups and design specs.
A 60 sec. demo of PAS setup flow + edit (update of workflow name):
Final design for PAS setup + PAS Orders (PAS messeging on Cart) + PAS Management:
A three phases launch plan
IMPACT
Within the first three months, the new design resulted in a 23% increase in the number of customers using PAS and a 30% increase in PAS orders.
Redesigning PAS
Purchase Authorization System
Increase customer adoption and utilization of an archaic tool through an overall product redesign and configuration enhancements.
The new design resulted in a 23% increase in the number of customers using the product and a 30% increase in PAS orders - the project's main KPIs.
[the (new) PAS Landing Page on CDW.com]
Initially developed in 2004, PAS enables organizations to delegate purchasing privileges while maintaining budget control throughout customized workflow online.
The redesign was based on extensive customer research and customer feedback.