Digital Customer Experience at Window Nation
Designed a lead-generation experience that allows customers to book appointments digitally.
Context
Younger customers want to interact with Window Nation digitally, instead of having to call in to get any information.
Outcome
The lead generation form is live and has contributed to a ~12% increase in digital leads over the quarter.
Who is Window Nation?
Window Nation is the 2nd largest window and door installation company in the US.
As you might think, what's the need for a UX designer in this setting? Well, the company is undergoing a technology transformation for both internal processes and customer-facing products. During my internship, I created the design system for the digital customer experience from the ground up and delivered the experience, which is currently live on their website.
Problem Discovery
We conducted research by evaluating various call center calls, recordings from in-home visits, and customer reviews. We found 3 major issues with the lead generation process for Window Nation.
3
in-home consultations
12
call center logs
320
customer reviews
Customers could not schedule an appointment online, they had to contact the call center, which discouraged them from choosing Window Nation.
Consultations took a long time because sales reps focused on brand recognition and customers lacked knowledge about window replacement.
Lead conversion was low because customers didn't want to commit right away, they wanted to compare with other brands.
But with any corporate setting, it becomes necessary to balance the customers' needs with the business needs.
Customer Needs
Business Needs
Products should empower customers to share their wants and needs
Product should educate customers on window + door details
Product should thoroughly & succinctly communicate details of the process & it’s timeline
Product should create positive customer perception
Product should help sales reps with successful lead conversion
Product should maintain prompt and thorough communications with customers
Product should communicate that the Window Nation experience is reputable and delivers high quality services
Design Prompt
How might we create a digital experience that provides thorough yet easy-to-access information to customers so that they choose Window Nation for their window replacement needs?
But what information helps customers choose Window Nation?
Our survey showed 3 factors as most influential for customers.
56%
Product Information
Window specifications, quality, and benefits.
39%
Company Reputation
Initial interactions, testimonials, and returning customers.
30%
Pricing
Meets expectations, transparency, and options for financing.
Ideation
Product Discovery and Education
By helping customers learn the vocabulary around window replacement, we could help them feel more empowered about their decisions when talking to sales reps. This would also allow sales reps to have more fruitful and succinct in-home visits.
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Digital Form Intake
By allowing customers to fill out a digital form, we make generating leads easier and provide them with details about the window replacement process.
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Based on our ideas, we developed a user flow for a digital experience that would inform our prototypes. We gave a lot of thought to the story we wanted to tell and tried to provide useful information to customers through the journey strategically.
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With our low-fidelity prototypes, we tried to imagine a mobile-first experience for the product knowledge and form intake. The exercise was helpful in understanding what UI elements we would need to create and deliver the high-fidelity prototype.
Creating a design system from scratch
One of the big parts of this project was trying to create a scalable design system for Window Nation, as this didn't exist yet. I took the lead on this part of the project as I wanted to learn the skills to develop a design system with Figma variables.
In total, I took the lead on creating 44 components. Through this mini project, I gained proficiency in working with variables, auto layout, and components in Figma to establish a scalable design system.
With the simple design system in place, it became easier to assemble a prototype. We were able to deliver the high-fidelity prototype to the developers in two weeks.
High-Fidelity Prototype and Development
After creating a high-fidelity prototype, we added notes via Dev Mode in Figma and monitored the development with the team.
The project is now live on appointment.windownation.com
While this project made up most of my work at Window Nation, I also created testing plans and conducted user testing for two platforms. I also contributed to the ideation of the referral process for Window Nation. Please reach out to find out more about this work!
