Knowledge Base Page - Case Study
Magliner.com represents a company that manufactures material handling equipment, such as sack trucks and hand trucks. Established with over 70 years of experience, Magliner is the world’s leading manufacturer of route distribution solutions—and much more
Role
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UX Research
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CRO Audit
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Root Case Analysis
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Design Strategy
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Building Wireframes & prototypes
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Client Servicing
Timeline
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Research & Strategy: 1 week
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Design Solution Delivery (with iterations): 3 weeks
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Development Implementation: 5 Months
Tools
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Figma
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Canva
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Indesign
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Google Analytics
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Google Slides
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Jira & Basecamp
Creative Process
Understanding Stakeholder Goals
The client wanted a way to better utilize the existing resources to reduce the customer support call volume. They also wanted more customers to make the purchase online, rather than on the phone.
02
User Research
We utilized various research tools, including Google Analytics, heatmaps, and call volume data, to identify our audience and their purchasing behavior. We also utilized secondary research data to create a design solution.
03
Creating User Personas
We utilized the organization's data and product purchase behavior data to create a user profile.
04
Understanding User Journey
Connected dots to understand the purchase process that most website users were following to make the purchases.
$$$
Search & Entry
Product Exploration
Add to Cart
Checkout
Abandon & Call
Resolution
Searches for hand trucks on google Magliner website.
Clicks through product pages, compares carts
Selects a model, adds 6 units
Starts checkout, sees final cost
Cancels cart, calls Magliner sales line
Talks to rep, confirms model, negotiates bulk pricing, places order by phone
“Okay, this looks like the right place.”
“Which one is best for students' moving & shifting?”
“Hope I picked the right one. How much weight can it carry?”
“This seems expensive. Am I missing a discount?”
“I need to confirm before I commit.”
“That was easier—wish I didn’t waste time online.”
Abandon & Call Customer Support
05
Design Solution
Created a Knowledge Base page or the FAQ page, following the popularity of "self-help" services for online users without compromising on the existing Yotpo reviews feature/extension.
Feature highlights:
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The extension to not interfere with the current Q+A functionality on PDPs that Yotpo provides
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Utilize the Q+A items from Yotpo on the FAQ page.
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Manual Review - One issue was that the Q+A’s were very product-specific. So we needed to automatically add the Q+A items from Yotpo to the FAQ page and tag them under that SKU, then flag the question for updating so the client can review and tag any other relevant products to that question.
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There should be a button on the PDP that will redirect customers to the FAQ page.
Design Impacts
Reduction in the support call volume by 30% within 2 months of the implementation of this project.
Increased site traffic by 13% within a month of the project implementation, compared to the previous month
Increased average session duration per month on the site by 50 seconds, compared to the previous month.
Page views on the Knowledge base page within a month of implementation were seen to be over 16K.
Mockup
With Dev Notes
