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Pierce’s aftermarket channel was working on an outdated, legacy experience. Through heroic efforts, the Pierce team was able to provide exemplary customer support - but it was coming at a efficiency cost. Targeting both dealers, end users and Pierce administrators, many tasks and functions were not only time consuming but impossible to properly track and manage. With thousands of products and assets uniquely tied to specific truck fleets and their customers, a mindful approach was needed to provide a best-in-class user experience for both the end user and the Pierce Customer Support team. With VTex implemented as the eCommerce backbone, we were able to incorporate a variety of smooth task flows, rich features and functionality to accommodate their complex product associations, requirements and diverse user groups.
To initiate the project, it was critical to level set what their current user experience could do, what were the site’s strengths and weaknesses - and what functions were leading to positive interactions, enabling self-service and ultimately, revenue growth. In addition to developing personas and performing Contextual Inquiries with key users, we completed a UX Site Audit to identify the issues and opportunities, and set up a comprehensive go-to guide for the updated experience.
Pierce Aftermarket’s updated user experience further allowed them to meet their customer support standards and open up avenues for users to self-service.
A key component of a successful UX Site Audit is having the context required to understand the audience(s), and what are the primary tasks and goals. Echidna met with the key Ergodyne stakeholders to get a grasp on all matters of marketing, merchandising, technology, etc.
A thorough review of their tracking (Google Analytics, HotJar) data allowed us to ensure that what we heard from the stakeholders during discovery was translating to the actual end user experience. Understanding the demographics and behaviors of their users and their technology ensured we made our recommendations were substantive.
Based on decades of eCommerce experience spanning over various industries, we were able to identify common pitfalls concerning usability, navigation, readability, conversion, performance, optimization and mobility. Ultimately, we express quick wins that we know will help any user experience get their users further down the funnel.
Our comprehensive report provided a detailed summary of audience & behavior information; key insights; detailed page-by-page and function-by-function analysis with a represented screen detailing the issue, a recommendation, it’s potential impact to change/improvement and its priority.
“Our aim was to enhance the user experience for our network of dealer partners and simplify the complexities of our business. Echidna’s expertise in VTEX technology, systems integration, and commitment to excellence in user experience have been instrumental in delivering on these objectives.”
- Kaela KuceraeCommerce Manager, Pierce Manufacturing
250%
Growth in B2B eCommerce sales
11%
Growth in overall eCommerce sales
50%
Growth in conversion rate on many B2B product pages
162%
Increase in Mobile conversion rate
118%
Increase in Mobile transactions
80%
Increase in Mobile revenue
Download This UX Site Audit Case Study
With the UX Site Audit, implementation and continued innovation, Pierce’s extensive eCommerce operations allow the convenience, customer experience, and capabilities they required to meet growth goals for their markets.
n addition to the UX Site Audit, our research activities include performing Contextual Inquiry Interviews, and creating Personas and User Journeys - all with the goal of providing the optimal experience for their various types of users.
This project was not simply a design & technology upgrade; it is a business transformation creating a scalable foundation that allows Pierce Manufacturing to continuously innovate and meet customer expectations in an ever-evolving digital landscape.
The selection of the VTEX eCommerce technology solution came after evaluating its unique strengths. VTEX is cloud-native, built on a microservices architecture, making it inherently scalable and resilient. Its API-first approach and support for headless commerce made it flexible enough to adapt to Pierce Manufacturing’s specific requirements. Echidna was able to fully leverage the platform, implementing out-of-the-box capabilities and developing customized features that fit their business model and customer purpose.
