Abcam
Increasing revenue with a search experience redesign
Abcam
Abcam are a life science company that manufacture and supply a wide range of products used in scientific research.
As part of a larger digital transformation programme, Abcam wanted to improve their online e-commerce experience for scientists looking to find and buy products online.
The goal was to launch an MVP to a small number of customers and gain insight about the new experience, before scaling it to a more global customer base.
Project type
E-commerce
Industry
Life science
Role
Lead UX Designer
Duration
2020 - 2024
I ran online workshops with stakeholders to understand their opinions and views on the current search journey, as many of them were scientists themselves.
I walked through the journey with them step by step, collecting their feedback and recording it on a journey map in Miro.
Working with the product manager and a user researcher, we conducted user interviews to understand scientist’s JTBD and pain points when buying products from Abcam.
We also observed users interacting with the current search journey in a series of walkthroughs and task analysis sessions.
Working with the product manager and user researcher, we analysed the research to understand the scientists JTBD and mapped these to form the outline of a new customer journey.
We then wrote User Stories for each stage of the customer journey, which allowed us to start thinking in more detail about tasks scientists needed to complete.
I started prototyping a new search journey based on the three main steps involved in the customer journey - searching for a product, comparing results and choosing a product
I based a lot of my descision making during the design process on what I discovered during the research phase and from talking with stakeholders.
After the lower fidelity versions of the prototype had been tested and changes made based on feedback, we decided to realease a functional MVP that would be tested with real customers.
The UI was designed using a global design system that was shared accross all squads. I also created UI elements that were specific to the search journey, and integrated these with the design system.
After the lower fidelity versions of the prototype had been tested and changes made based on feedback, we decided to realease a functional MVP that would be tested with real customers.
The UI was designed using a global design system that was shared accross all squads. I also created UI elements that were specific to the search journey, and integrated these with the design system.
With each subsequent iteration, we tracked customer metrics with Hotjar and observed an overall NPS quality score increase from 6 to 10.
Customer support tickets decreased by around 26% after the new search journey was completed as users were able to find information more easily.
The organisation observed a sales increase and subsequent revenue increase of around 34% after the new search journey was released.
On this project there was large amount of collaboration with senior stakeholders and subject matter experts in the form of workshops and design thinking sessions which I really enjoyed.
I found this collaborative aspect incredibly useful for validating UX decisions and approaches alongside furthering my scientific and domain knowledge.