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CSC ServiceWorks
As the largest provider of laundry and air services in North America, CSC sought new methods of customer retention by greenlighting a Marketplace application driven by loyalty rewards. But how seamless can it be for a SaaS company to launch an eCommerce product? Will users engage with a brand they may not know by name? And what loyalty rewards can a laundry company offer? That’s what my team and I set out to solve!
CSC ServiceWorks
As the largest provider of laundry and air services in North America, CSC sought new methods of customer retention by greenlighting a Marketplace application driven by loyalty rewards. But how seamless can it be for a SaaS company to launch an eCommerce product? Will users engage with a brand they may not know by name? And what loyalty rewards can a laundry company offer? That’s what my team and I set out to solve!
Timeline
3 months
Role
UX/UI Designer
User Researcher
Usability Tester
Tools
Figma
Deliverables
Styled Component Library
Hi-Fi Prototype
Timeline
3 months
Role
UX/UI Designer
User Researcher
Usability Tester
Tools
Figma
Deliverables
Styled Component Library
Hi-Fi Prototype
Challenges & Discovery
Challenges & Discovery
Leadership Turnover
This engagement had regular turnover in client leadership. Each one had a different vision than the last on what direction to take the marketplace in. This caused tension among the team and disrupted development timelines as past ideation sessions were suddenly made irrelevant.
Leadership Turnover
This engagement had regular turnover in client leadership. Each one had a different vision than the last on what direction to take the marketplace in. This caused tension among the team and disrupted development timelines as past ideation sessions were suddenly made irrelevant.
Lack of Name Recognition
Despite being massively successful, testing revealed that CSC wasn’t a household name since a large portion of their laundry services are for Apartment Complexes or Hotels where their products are an amenity rather than a selling point. Customers were notably less likely to engage with a brand they don’t recognize or a rewards marketplace they don’t understand why they have access to.
Lack of Name Recognition
Despite being massively successful, testing revealed that CSC wasn’t a household name since a large portion of their laundry services are for Apartment Complexes or Hotels where their products are an amenity rather than a selling point. Customers were notably less likely to engage with a brand they don’t recognize or a rewards marketplace they don’t understand why they have access to.
Standing Out
It was decided that the marketplace would be a more exploratory experience via a Blog to share new & trending product news.
The “rewards” were defined as deals and discounts for third party products like Kohl’s or Fubo, which provided value to users and differentiated the application from competitors.
Standing Out
It was decided that the marketplace would be a more exploratory experience via a Blog to share new & trending product news.
The “rewards” were defined as deals and discounts for third party products like Kohl’s or Fubo, which provided value to users and differentiated the application from competitors.
Competitive Analysis
When looking at established rewards marketplace competitors we noted a few key factors: Clients most often engaged with rewards via mobile devices, which marked a pivot from CSC’s desktop-focused SaaS history. Prominent imagery made the site seem more reputable. Other rewards applications offered branded merch and discounts, which wasn’t as attractive for a laundry company. We’d need to pursue alternative rewards.
Competitive Analysis
When looking at established rewards marketplace competitors we noted a few key factors: Clients most often engaged with rewards via mobile devices, which marked a pivot from CSC’s desktop-focused SaaS history. Prominent imagery made the site seem more reputable. Other rewards applications offered branded merch and discounts, which wasn’t as attractive for a laundry company. We’d need to pursue alternative rewards.
Solutions
Solutions
MVP Focus
To reduce the amount of work lost to leadership-driven pivots, we focused on creating a Minimum Viable Product (MVP): a set of base pages necessary for any eCommerce site to function. Everything else was left as wireframes until unanimously approved in client meetings.
MVP Focus
To reduce the amount of work lost to leadership-driven pivots, we focused on creating a Minimum Viable Product (MVP): a set of base pages necessary for any eCommerce site to function. Everything else was left as wireframes until unanimously approved in client meetings.
Homepage
The Homepage was our hook to establish brand trust and inspire curiosity among users. I spearheaded an introductory popup message to quickly explain who CSC is, why the user had access to the marketplace, and what they could do there. I also created a featured content carousel that boosted reputability by creating an instant feeling of abundance.
Homepage
The Homepage was our hook to establish brand trust and inspire curiosity among users. I spearheaded an introductory popup message to quickly explain who CSC is, why the user had access to the marketplace, and what they could do there. I also created a featured content carousel that boosted reputability by creating an instant feeling of abundance.
Deals & Discounts
Deals and Discounts are the true core of the marketplace experience. I created a selection of columns to highlight individual deals which could populate multiple areas on the homepage and ensure visibility. For the Discounts, I made a dedicated page template to showcase all of the offerings on the marketplace for an individual 3rd party. These included product discounts, blog articles, and seasonal offerings.
Deals & Discounts
Deals and Discounts are the true core of the marketplace experience. I created a selection of columns to highlight individual deals which could populate multiple areas on the homepage and ensure visibility. For the Discounts, I made a dedicated page template to showcase all of the offerings on the marketplace for an individual 3rd party. These included product discounts, blog articles, and seasonal offerings.
Blog
As the driving force behind the marketplace’s identity of exploration, I made sure to streamline the Blog’s search and filter functionality. I worked closely with CSC to identify a central set of article categories for quick navigation. I also made a suite of card styles to support different content styles, including: featured articles, 3rd party ads, and official posts from CSC.
Blog
As the driving force behind the marketplace’s identity of exploration, I made sure to streamline the Blog’s search and filter functionality. I worked closely with CSC to identify a central set of article categories for quick navigation. I also made a suite of card styles to support different content styles, including: featured articles, 3rd party ads, and official posts from CSC.
Testing Analysis
Testing revealed multiple insights that persisted into the high-fidelity iteration.
Homepage Popup
83% of users were more likely to engage with the site when an image was present in the Introductory Popup and Hero Carousel.
Homepage Popup
83% of users were more likely to engage with the site when an image was present in the Introductory Popup and Hero Carousel.
Content Prioritization
67% of users preferred the Deals of the Week to be the most prominent feature.
Content Prioritization
67% of users preferred the Deals of the Week to be the most prominent feature.
Conversion Rates
When these edits were present, all user flows across the site had a 55.3% higher conversion rate than the initial design.
Conversion Rates
When these edits were present, all user flows across the site had a 55.3% higher conversion rate than the initial design.
The Deliverable
