Case Study: Revamping Lexmark’s Supply Search Tool for Enhanced User Experience

TL;DR

My role:
User Experience team lead, lead designer (UI/UX), digital designer

My cross-functional team:
Front end developer, back end developers, and business analysts

Summary of Case Study:

• Outdated and inefficient supply search tool was hindering e-commerce sales of printer toner
• Research showed multiple issues with the supply search tool including confusing UI, unclear directions for use of the tool which resulted in customer abandonment
• I lead the UX and re-design of the supply search tool where we implemented a heuristic of recognition over recall, type-ahead search, clear language for instructions, and a simplified UI for better usage.

Outcomes:

• The successful redesign allowed the supply search tool to be used in multiple touchpoints on the website and added translated and implemented into Lexmark’s global website 
• The redesigned supply search tool  has improved e-commerce sales globally

Overview:

Lexmark International, Inc., headquartered in Lexington, Kentucky, is a leading manufacturer of laser printers and imaging products. Despite their established reputation, Lexmark faced a significant challenge with slumping printer toner sales due to inefficiencies in their supply search tool on their website. The tool was slow, cumbersome, and relied heavily on customers’ recall abilities to find the toner they needed. Additionally, the outdated code base of the search tool made it difficult to integrate and maintain.

Defining the problem:

The existing search tool’s flaws were evident. Analytics revealed a high rate of customer abandonment, and a heuristics evaluation highlighted confusing user interface elements. Expert interviews further confirmed the backend issues, with the tool frequently going offline due to outdated code. Additionally, stakeholders emphasized the need for the search tool to be accessible across multiple touchpoints on the website.

Ways of working and implementation:

Lexmark tasked a cross-functional web team with overhauling the supply search tool to enhance user experience and boost printer supply sales. As the UX team lead and senior UI designer, I spearheaded the research and design processes. 

Research process:

Unfortunately, budget limitations and low-UX maturity within the company prevented me from doing extensive user research, so I relied heavily on the following to gather information to solve the problem:

• Analytics data confirmed customer abandonment issues with the search tool.
• Heuristics evaluation revealed UI complexities contributing to a confusing user experience.
• Expert interviews with developers uncovered backend code issues leading to frequent downtime.
• Stakeholder interviews emphasized the need for search tool accessibility across multiple website touchpoints.

Solution implementation:

To address these issues, I focused on the heuristic of “Recognition Rather than Recall,” allowing customers to input their printer model or supply part number directly into a single search field. Working with a back end developer, we were able to add type-ahead capabilities within the search field to present multiple printer models or part numbers based on user input. Additionally, I collaborated with a writer to create clear instructions and helper text to guide users on locating relevant information to use the supply search tool. 

After testing and a MVP (minimum viable product)  launch,  the new UI design for the search tool was codified into a component. This advancement meant that the search tool could  be seamlessly integrated into Lexmark’s AEM content management system, making it available across various website pages.

Launch and results:

The implementation of the new supply search tool component led to an immediate improvement in user experience and increased closed e-commerce orders. The streamlined search process, clear language, and type-ahead search capabilities expedited customer searches and delivered successful results.

Furthermore, the tool’s success led to its integration into multiple web pages including Choose Genuine Lexmark Supplies, Shop, and Lexmark Reuse and Recycle within the Lexmark site and its translation into multiple languages for global websites. It was also incorporated into Lexmark-partner-only websites, enhancing customer-centric service.

Key takeaways:

This project highlighted the importance of collaboration and leveraging expertise from various departments to address complex issues. By employing design best practices and UX heuristics, we were able to develop an effective solution that strengthened business relationships and demonstrated our team’s capability in solving business challenges.

In conclusion, Lexmark’s commitment to improving user experience not only resulted in a more efficient supply search tool but also fostered a culture of collaboration and innovation within the organization.