After previously having standard CMS systems, Damstahl decided to launch their own B2B eCommerce platform. This decision was a part of Damstahl’s Digital Strategy to support increasing market demand for better digital experience.
I contributed to planning and facilitating a Strategy Workshop, aimed at getting domain knowledge, creating PRD, setting goals and initial understanding of users. For the MVP Launch it was agreed to focus on speed & ease of use that impacts the most available user groups.
After having initial Personas in place, I further refined and completed them through a series of interviews and surveys. Targeting 3 different user segments at once, I split them into additional sub-groups based either on their behaviour patterns or function within the system.
While conducting interview, I focused on getting insights on customer purchasing habits, pattern in interaction with business and volume of orders, that helped to identify further pain-points of every sub-group and address them individually.
Mapping acquired insides along journey map enabled team to gain focus on potentially most impactful areas of further solution. For Project Builders it was high level of integration with their own business solution, Serial Producers was looking for a simple way of resupplying in cycles, while Manufacturers longed for an intuitive structure and flexibility of ordering process.
After setting a clear goals and gaining initial insight into users needs, we were able to align MVP scope across Complexity-Impact matrix, to identify the most impactful items on list. While considering both business goals and user needs we created a product both closing the gap towards strategic goals and desirable by users.
I conducted a series of usability testing to validate elements of solution defined as the most impactful across the user journeys. That allowed to identify potential issues and optimise MVP experience before launch.