Role - Director of User Experience and Digital Strategy

Involvement - Account Relationship, Lead CX Strategist, User Research, Product Design Direction & Oversight

Date - 2015-2017

Agency - ICF Next

Challenge

LiftMaster had outgrown its legacy, in-house developed .NET dealer portal solution and they looked to replace it with a system that would provide enhanced functionality to keep pace with increasingly savvy customers, more easily manage customer and product data, and expand their growing e-commerce business.

In addition, Liftmaster was also looking for a digital strategy partner to help them keep their competitive edge in the marketplace. By exploring and pushing future forward thinking in the areas of IoT and the Smart Home/Smart Business applications.

My Responsibilities

Built and managed a customer experience strategy and product design team of 4

Provided oversight and led design / user research activities to gain a broad understanding of the Liftmaster current B2B customers and operational experience.

Developed CX strategies to redesign key moments through the different customer and operational journeys and touchpoints.

Provided leadership and direction to the product design team to develop a new responsive commerce platform and tools/services for Liftmaster Dealer partners.

Results

In late 2015, only 13% of business was done in the online channel, and since launching in early 2017, LiftMaster has reached the 20% mark.

The new solutions has made LiftMaster's entire product catalog more accessible and searchable to customers, which has lead to an increase in average order value by 10%, which also includes customers buying a larger variety of products.  Average daily sales have increased by 2%.

Professional customers are now able to manage administrative rights on the dealer portal, granting access to view pricing or place orders, to a greater amount of customers with a company. 

Overall, the upgrades made by LiftMaster and implemented encourage customers toward the type of self-service they're demanding - by offering them more ways to interact with the company and products on their own terms.