Increased revenue 20% by replicating in-store experience

Overview

This case study outlines the digital transformation journey of a traditional business venturing into the e-commerce space with a B2C portal. The focus is on enhancing the online customer experience to match the in-store shopping experience.

The Client

The client is an established brick and mortar business selling computers and accessories. They are specialists in assembling gaming PCs and have been in the industry for the past 15 years They wanted to digitize their operations by launching a B2C e-commerce portal. Their core concern was ensuring that online customers received an experience comparable to in-store shopping.

The Problem

Key Challenge: Transforming the business digitally while providing an online experience that mirrors the in-store shopping experience.

Specific Concerns:

• Will online customers have the same level of service and satisfaction as in-store customers?
• How to cater to different customer segments with varying needs and expertise?

Our Solution

Approach:

• Human-Centered Design: Focusing on the needs and behaviors of the customers.
• In-Store Research: Conducting research to understand the in-store customer experience.
• E-commerce Experience: Leveraging expertise in online retail to design effective solutions.

User Research Insights

In our Research, we could find two distinct user groups:

Research Methods

In-Store Observations:

Observed interactions in physical stores to understand how users sought information and assistance. Key Observations:

• Amateur gamers frequently sought staff advice on compatibility and performance.
• Pro-users spent more time comparing specifications and asking detailed technical questions.

Focus Groups:

Conducted sessions with groups of amateur gamers and pro-users to gather qualitative insights. Key Insights:

• Amateur gamers appreciated tools that simplified complex information.
• Pro-users valued detailed specifications and customization options.

Data Collected

To further illustrate the insights, consider the following data points:

User Group Distribution:

• Amateur Gamers: 60%
• Pro-Users: 40%

Top Concerns:

• Compatibility (Amateur Gamers): 75%
• Component Availability (Pro-Users): 65%

Preferred Features:

• Suggest Me Module (Amateur Gamers): 80%
• Build-Yourself Module (Pro-Users): 85%

Design Solutions

To address the needs of the identified user groups, two key features were developed:

1. Suggest Me Module (Catering to Amateur Users)

Objective: The Suggest Me Module aims to replicate the in-store experience for amateur gamers by providing personalized PC build recommendations based on the user's selected games, ensuring optimal performance and price balance. This feature is designed to guide less technically savvy users through the process of ensuring their gaming systems meet the requirements for the games they wish to play.

Key Components:

Game Selection: Users select the games they want to play from a list.

• Automated Analysis: The system analyzes the hardware requirements of the selected games. Evaluates different performance levels needed for each game (e.g., minimum, recommended, ultra settings).

• PC Build Recommendations: Suggests various pre-assembled PC configurations.

• Categorization: Categorizes recommendations based on performance levels (e.g., entry-level, mid-range, high-end) and price points.

• Personalized Suggestions: Suggests the best PC options for the user's selected games, balancing performance and cost. Provides detailed specifications for each recommended build, including components like CPU, GPU, RAM, and storage.

• Customization: Users can customize and tweak the recommended builds based on their preferences.

2. Build-Yourself Module (Catering to Pro-Users)

Objective: The Build-Yourself Module is designed for pro-users who enjoy the process of building and customizing their PCs. This feature provides detailed information and interactive tools to support advanced users in selecting and configuring components.

Key Components

1. Component Database: Extensive Catalog: Includes a comprehensive database of PC components (e.g., CPUs, GPUs, motherboards, RAM) with detailed specifications and compatibility information.
2. Compatibility Checker: Ensures selected components are compatible with each other, highlighting any potential conflicts or issues.
3. Performance Insights: Provides performance insights and benchmarks for different component combinations, helping users make informed choices (Didn’t build due to scope creep)
4. Purchase and Assembly Support: Buy Now Options and Assembly Guides (If users wanted to assemble themselves): Offers step-by-step assembly guides and tutorials, helping users through the building process. (Didn’t build due to scope creep)

Implementation and Results

The implementation of the above solutions resulted in significant positive outcomes:

• Increased Revenue: The client reported that 20% of their revenue in the first three months came from online sales, demonstrating the effectiveness of the digital transformation.
• Enhanced Customer Experience: The designed modules provided tailored experiences that closely replicated in-store interactions, satisfying both amateur and professional users.

Conclusion

The digital transformation of this traditional business through a carefully designed B2C portal not only addressed the client’s concerns but also significantly boosted their online sales. The human-centered design approach and thorough in-store research were crucial in creating a successful online shopping experience that met the diverse needs of their customers.

Team:

Front-end Developer: Sarath

Backend Developer : Abhishek

UI/UX Design: Mohan Sr. and Mohan Jr. (Yes we have two Mohans :D)