The Why
Expanding into “direct-to-consumer” market was a unique opportunity for major aggregates supplier:
• leverage their many plants & sites existing today
• expand market (current $10M in annual sales)
• represented higher margin transactions
I helped design & architect this new selling channel.
Design Decisions I Helped Influence
☑︎ Role of Product Listing Pages (PLPs) → The PLPs were structured to help users compare products effectively. This included highlighting unique product attributes and material properties (like durability) to aid in decision-making.
☑︎ Conversational Content Strategy → The website experience was designed to feel like a conversation with the user, anticipating their needs and mental models. This involved understanding the user's thought process and tailoring the information presentation accordingly.
☑︎ Dynamic Pricing Toggle for Fulfillment → A prominent toggle was implemented to address the complexity of pricing differences between pick-up and delivery orders. This allowed users to immediately see prices relevant to their chosen fulfillment method, avoiding confusion later in the shopping process.
☑︎ Total Price vs. Per-Unit Pricing → The primary pricing display focused on the total cost, as this was deemed most important to customers. Per-unit pricing was still provided as secondary information for transparency, and a system allowed for easy quantity adjustments with automatic price updates.
☑︎ Simplified Pick-Up Checkout → The checkout flow for pick-up orders was streamlined, despite the logistical complexities involved. Addressing if customer is using commerical truck, if truck had required load capacity, which plants accepted small-trucks, communicating busy times to prevent long wait.
Competitor Analysis
♢ used this artifact to influence discussion on product differentiation
• from the home to checkout screen, make content feel conversational
• focus
Wireframes for Early Stage Ideation
Created using Axure RP 11.0
