Challenge
Amerhart had a barebones online ordering process. It had been primarily the job of the IT department to get it built. It was now the marketing department’s turn to pretty it up a bit. The basic functionality was all there, add items to cart, place order. But as we know, customers want more features than that.
Solution
I first took a look at how the product information was displayed on the product pages. And I worked with the Director of IT to understand what was and wasn’t possible given Amerhart’s Enterprise Resource Planning (ERP) software. With User Experience (UX) at the forefront, I designed new product pages, category pages, navigation and more. I then guided the implementation vendor through the overall vision, which they executed on.
Result
In this process, the new order flow decreased customer friction and led to a doubling of web logins, increased revenue, and higher customer satisfaction ratings. This project, along with a few others I led, were key in doubling web revenue from $17 million to $35 million and reducing customer acquisition costs in my 2 years at Amerhart.
