Project Description

Product Configuration Tool

Wireframes, Product Funnel, Mobile Web Application Design

Outback Guidance Phone Mockups

Project Details

Client

Outback Guidance logo

Role

Product Designer

Goal

Increase number of successful leads for dealers

Problem

Outback Guidance is an agricultural GPS company, providing hardware, software, and analysis services to offer centimeter-level accuracy for farmers, saving time and money in spraying, seeding, and more. With the online store being a dealer-only model, there are significant limits on how the site can provide increased sales. As expected, Google Analytics reported a high bounce rate overall. The page users most interacted with, however, was a “GPS Solution Wizard” that offered a flow chart to help decide a custom product package for their farming uses.

The “GPS Solution Wizard” is a three-slide flow chart that guides customers and dealers to a specific solution depending on their farming needs.

Constraints

Since the website is a dealer-only model, there were not many enhancements that can be done to directly engage the consumer. In addition, the programmers were very busy maintaining the databases of all three business segments of the company, so any initiatives I took had to require very little external output. The site was also created in the CMS Dot Net Nuke, which offered much fewer feature selections than that of WordPress or other popular CMS options.

GPS Solution Wizard Page 1

The public-facing Outback Guidance website served as a mostly static website and offered few interactive elements.

Research

Analyzing the current “wizard”, I thought the name itself was ironic in that wizards are called “wizards” because they provide a function that works in the background and operates without little input — like magic. This was far from magical. Users, including Outback Guidance dealers, had to navigate a multi-step flowchart that spanned more than three slides. Given that the required product knowledge is fairly involved, this is a tall order for even a dealer, let alone a customer.

Even though these are less expensive, aftermarket farming solutions that are added to combines and sprayers, some packages cost over $10k, meaning that most customers would be looking at our site to research the product before talking to a dealer.

GPS Solution Wizard Page 3

Even if our users completed the flowchart, it still left both the dealer doing a lot of work before making a sale. For example, this solution doesn’t offer a an approximate price, a way to take an action (contact a dealer), or even an image of the product.

Exploration

Even having reviewed this flow chart several times, I needed to break out a pencil and paper to work the logic of the flowchart into easy, yes-or-no questions. My vision was to simplify each option to the point where a customer or dealer could page through several steps in the most painless way possible.

If this project was successful, dealers could provide yet another interactive element in their tradeshow booth, which offers great opportunities to talk to customers about their needs.

Product Design Sketches

This sketching exercise helped me determine the logic behind creating the yes/no questions and the paths that followed them. Each path had a unique system configured for their farming needs. While I couldn’t factor in prices with the current dealer setup, I knew creating calls to action and a clear image of the product would create a payoff for the user entering their information.

Proposed Solution

I provided low-fidelity mockups to help illustrate my thought process to my boss and explained that our most-visited page was very cumbersome to use. I demonstrated that a new solution could provide more traction on the site and interaction between dealers and customers. Knowing that our programmers were far too busy to work on a speculative project, we decided that I push forward with the mockup to help best sell the vision to our C-level executives.

Low Fidelity Wireframe of GPS Solution Wizard

My goal was to help the user with filtering options for both wheel size and finish, while also cleanly communicating plenty of product information before asking the user to view the item.

Client Review

Using the existing Outback Guidance Branding, I produced a high-fidelity mockup with our color palette, background textures, and button patterns. After presenting the use case to the C-level team, they did not see it as a large enough payoff to take time away from our programmers. Although this was disappointing, I took this opportunity to talk with the programmers on my team to discuss any potential options in the future.

The high-fidelity mockup provided a clear path to each package as well as calls to action that would email or call their nearest dealer based on their device’s location.

Revisions

Since I didn’t have a clear idea of when or if the programmers on our team would be able to fit the concept into their workflow, I decided to continue the mockup while it was still fresh in my mind to create a whole presentation package. I mocked up the interaction in InVision as well as provided context through mapping the screen onto a phone.