Polished Designs

I led the design of the Rexel USA e-commerce store across multiple platforms, including iOS, Android, Desktop, and Web, starting from the project’s inception in October 2019. Throughout my involvement, which extended until October 2023, I played a pivotal role in continuously improving the service and addressing customer pain points, particularly focusing on enhancing the web platform by iteratively improving the general shopping, account, and inventory experience. This dedication and ongoing commitment to refining the user experience contributed significantly to the success and usability of Rexel USA’s e-commerce platform.

Outcome

Rexel USA is a company that offers electrical products and solutions to professionals.

Being a member with us provides you with exclusive privileges tailored to advance your business. At Rexel, our primary objective is to ensure you experience seamless operations, whether you’re shopping online or in person at our numerous locations. Recognizing the dynamic nature of businesses, we offer a variety of credit lines, empowering you to manage and scale your business with flexibility. Additionally, we provide tools that make inventory management across your organization a breeze.

Diving into the intricacies of this project, it’s evident that it was multifaceted, impacting both Rexel and its valued customers. Our meticulous research process was anchored in collating insights directly from accounts, product, program, and business specialists to align with Rexel’s core business objectives. While the data we gathered was extensive, we identified areas where key focuses required realignment for a harmonized approach.

In the testing phase, we prioritized open dialogues with our users and stakeholders to pinpoint challenges they faced within the application. To gain a holistic perspective, each user was assigned specific tasks, mirroring real-world scenarios. Concurrently, we delved deep into electrical industry trends, market demands, and customer preferences specific to each region. This comprehensive data not only enhanced our understanding but was pivotal in refining the recommendation algorithm and crafting a tailored content strategy for each region in alignment with Rexel’s overarching business objectives.

In this discussion, we will cover several crucial topics that require attention, including:

Our research has conclusively shown that for Rexel USA customers, shopping by project and acquiring multiple items simultaneously is the norm. Hence, it is imperative that we provide a consistent method to consolidate these purchases in order to enhance their shopping experience.

 Searching

Our research has provided valuable insights into the preferences of Rexel USA customers, particularly their tendency to shop by project and seek multiple items concurrently. To align with these behaviors, we’ve revamped the search auto-suggest feature. Now, as users enter specific keywords, the auto-suggest tool offers not only relevant product names but also the option to bundle and consolidate related items. This enhancement empowers users to quickly identify and select all the components they need for their projects directly from the search bar, creating a more seamless and efficient shopping experience.

Results Page

Drawing from our research, we’ve optimized the search result page to align with the preferences of Rexel USA customers who commonly shop by project and seek to purchase multiple items at once. The page now offers a user-friendly layout, with relevant filters and sorting options to help customers quickly identify and consolidate their desired products. This tailored design streamlines the search process and empowers users to find all their project-related items efficiently.

Product Details

The e-commerce product detail page, accessed after a user enters keywords or drills into a specific category, offers a refined and immersive user experience. It provides in-depth information about the selected product, including high-resolution images, detailed descriptions, pricing, availability, and customer reviews. Clear and intuitive navigation options enable users to explore product variants, sizes, and colors effortlessly. Additional features such as related product suggestions, and an add-to-cart process streamline the user’s path to purchase. The product detail page is designed to be visually appealing and informative, ensuring users have all the information they need to make informed buying decisions, fostering trust, and enhancing the overall shopping experience.

Our latest update enables customers to add wire length to their cart directly from the product page drawer. Offering this to our users added an intuitive and efficient way to add wire length to their order without navigating to another page or interrupting their shopping experience. With this new feature, customers can easily add wire length to their cart while viewing the product specifications, ensuring a streamlined and cohesive shopping experience.

Cart

Guided by our research findings, we have upgraded the cart page on our platform to better serve the shopping patterns of Rexel USA customers. This enhanced version seamlessly allows for the consolidation of various items, making it easier for customers to manage and adjust their choices. Additionally, it supports users who purchase inventory across different locations, catering to more immediate product needs. This customer-focused design ensures that the cart page is in harmony with their project-oriented buying preferences, offering a streamlined and effective shopping journey.

One UX Case Study on Platt.com & Rexel USA Customers, behavior base on product inventory demand at two or more locations:

Objective The objective of this case study is to showcase the enhancements made to the cart page on Platt.com, tailored to meet the unique needs of Rexel USA customers, a significant segment of the Platt.com user base.

Insight Conducted extensive research to understand Rexel USA customers’ shopping behaviors, focusing on their requirements for managing multiple items and shopping for inventory across various locations.

Findings Analyzed shopping patterns, cart abandonment rates, and user feedback to identify key areas of improvement.

Checkout

Building upon our research findings, we’ve transformed the checkout page to better serve Rexel USA customers who prefer acquiring multiple items for their projects. The page now offers a streamlined and intuitive process for consolidating purchases, making it convenient for users to review, adjust, and finalize their selections. By prioritizing this shopping behavior, we aim to ensure that the checkout process aligns with their needs, resulting in a more satisfying and efficient shopping journey.

When the user clicks on the checkout summary bar, they will be presented with a cost breakdown that includes the chosen shipping method, the purchased product, and the shipping destination.

Continuing our user-centric approach, the payment step has also been enhanced to cater to Rexel USA customers’ shopping habits. It offers a seamless process for users to review and finalize payments for their consolidated purchases. By accommodating their tendency to shop for multiple items at once, this step creates a convenient and efficient payment experience.

We’ve improved the UI for choosing another stored payment method within a drawer overlay based on our research. The new UI simplifies the process, allowing users to effortlessly switch or add payment methods while keeping their orders consolidated. This ensures an efficient UI experience that mirrors users’ project-focused purchasing habits.

In the review step, we maintain the focus on Rexel USA customers’ preferences. This step provides users with a comprehensive overview of their consolidated order, including shipping methods, selected items, and project-specific details. By consistently aligning the user experience with their shopping behavior, we ensure that the review step is both informative and efficient, empowering users to make informed decisions before finalizing their purchase.

Start your user journey by logging into your account. Your account offers a quick glance at your recent activity, including order history, billing, product inventory, and other current status. Easily track your ongoing projects and orders from this section, ensuring you always have a clear picture of your account’s status and history.

Orders

At the heart of your user account experience is the “Orders” section. We understand the importance of transparency and keeping you informed about the status of your orders.

Order Details

We’ve designed the “Order Detail & Tracking” section with your peace of mind in mind. It’s your window into the journey of your orders, offering real-time updates and a streamlined user experience, so you can confidently track and manage your deliveries.

Spending Summary

Take control of your spending and make informed decisions with our “Spending Summary” feature. This powerful tool provides a comprehensive overview of how you’ve allocated your funds across different products and categories. We’ve designed the “Spending Summary” to be a valuable resource for understanding and managing your spending patterns. It’s your tool for financial empowerment, helping you make wiser choices and achieve your financial goals.

Bill pay

Our bill pay process makes it easy to settle your invoices. With just a few clicks, you can access your outstanding bills, review details, and choose your preferred payment method. Our user-friendly interface guides you through each step, giving you control over your financial transactions.

Catalogs

Allowing your users to create catalog groups to meet specific user requirements, whether it’s for project-specific products, departmental needs, or individual preferences. The “Customer Catalog” promotes personalized shopping journeys for your users.

Lists

Create a personalized selection of products with “My Product List”. Browse, manage, and organize your chosen products in one place. Click ‘Add to My Product List’ on any product page to add new items. Your personalized collection is always at your fingertips, making your shopping journey smoother.

[adding products]

The project’s workflow was divided into parallel workstreams, with a particular focus on the design-to-development handoff process for all Storefront features and I took the lead in overseeing all the design aspects.

To ensure a streamlined approach, each phase of feature development was executed sequentially. We initiated the process with the design and development of the reference platform, Platt, Gexpro, and Rexel. Once a feature’s design had been conceptualized and approved, the engineering team proceeded with its implementation.

My role involved collaborating with designers to adapt product features to their respective contexts. Simultaneously, I would engage in designing the upcoming feature in the pipeline. Additionally, I worked closely with stakeholders, product owners, and engineering teams to ensure the seamless execution of the current feature until its successful completion. This synchronized approach allowed for efficient design-to-development handoffs and ensured a smooth progression of the project.

Our primary goal is to become a leading distributor in the electrical industry through a focus on digital tools and solutions, delivering exceptional value to our customers for outstanding financial results. Strong partnerships with suppliers enable us to offer a wide range of high-quality products and services, recognizing their importance in our success.

We’re dedicated to empowering our workforce with advanced digital tools, comprehensive training, and unwavering support, enhancing their skills to provide exceptional customer service. During the project, I faced challenges in balancing design advancements and team collaboration, especially coordinating with multiple teams and managing feedback effectively.

To address this, I created documentation early on to streamline decision-making and save time in later project stages, using design principles and a content prioritization framework to align the team with our vision.

By showcasing key variables that define the system, this example of the design system provides a clear understanding of its structure and function.