1. Enterprize UX - ServiceMaster Projects
  2. Terminix Purchace Path Improvements

Terminix Purchace Path Improvements

How might we...

How might we improve the online shopping experience and simplify the user flow allowing customers an easy-to-use, easy-to-learn, and easy-to-understand process when purchasing Terminix service products?

Gather Requirements

Terminix asked me to lead a project to improve the online shopping experience for selling service products online. The main focus was to modernize the current site flow and increase the conversion rate for online sales. I spent a few days gathering data from Google Analytics and HotJar, which provided quantitative data to help stakeholders and team members create a problem statement.Some of the broader issues I found was that the current online funnel had a dropout rate of 83% from the landing page. And a good majority of the comments provided through HotJar feedback were that customers wanted to price shop, receive a price quote, and learn about the products.

Essential must-haves:

  • The funnel should account for no less than 35% of the overall company’s sales for 2019.
  • Create an online experience similar to Xfinity and other Online retailers selling products.
  • Mobile first, our analytics showed many users are coming to our site using Smartphones.
  • The funnel should be precise (explaining services and what to expect), yet simplicity is vital.

Insight:

Terminix is the first to offer customers service product contracts like ours online. And in 2019, the initiative was to grow the online revenue by a pretty good percentage. With plans to offer more service product contracts towards the end of the year, our goal was to engage more with customers and prospective customers. It allowed us to provide them with a simple sales funnel that would optimize their needs for home protection. This project was also the first time I had started to work directly for Terminix and with an internal creative team.

Draft UX plan

We were working with the internal team and a branch in Marietta, Georgia. I help to collect wants and needs from individuals who handle online sales and services. I held short Design Thinking - Brainstorming and Brain Dumb sessions to capture the core functionality needs of our business. Following this, I gave the stakeholders a timeline of the whole project to be ready for production work. We scoped out the project to go through 2 phases of design thinking cycles over two months. In the first phase, we would conduct observational testing with five homeowners at the same time and gain insights into creating user personas that would allow us to build empathy maps and will enable us to validate our product ideas. In these tests, we created two low-fidelity prototypes using Adobe XD.

Our Project Manager provided a creative brief that outlined four specific audiences:
  1. New Customers who are interested in pest control service.
  2. New Customers who are potentially offered Tiered Products.
  3. Potential existing customers are returning to the funnel to purchase a service they do not currently have.
  4. Customers who can afford to spend a minimum of $500 annually for pest control service.

Observational Testing

These two prototypes were tested within a day, and I collected my audio and some video recordings to pull out the qualitative insights. These observations and participant feedback were received, and empathy maps and ‘How might we” questions were created into a process for me to work with my fellow Graphic Designer to process and ideate.

We discovered many of the pain points were mainly in the content of a product. Customers wanted to know more than we expected. Some of the feedback was about how safe our products are and what is the duration and seasonality for peak seasons. Many commented that they felt more comfortable providing personal information after testing prototype #2, which allowed them more control over how they viewed a product

We presented our findings in a general meeting that included executives, stakeholders, developers, and other industry experts. Our overall approach allowed us to challenge previous assumptions on what we had anticipated customers needed from an online shopping experience to purchase home protection services that Terminix offered.

Second round of Ideation

After capturing insights and building out a few personas, we challenged our assumptions and reflected on the goals we needed to achieve in meeting the business needs. We learned a good bit that customers need content to make informed decisions. Gaining trust from them could be obtained by giving them a general sense of what products could be offered. Ultimately we consolidated our findings from both prototype tests into a single user flow.

Our internal development team also worked with us to help better the latency issues we had faced in the past with load times, pulling service information based on customers locations, improvements to allow for geo-locating customers.

Using the tool Overflow allowed us to understand the user flows and connections with the user behaviors.
Captured Brainstorm and Ideate from Development Team

Hi-Fedelity Qualitative Testing

We leveraged the Userlytics Platform to run two tests for our mobile and desktop high-fidelity Adobe XD prototypes. Over just two days, we collected feedback from 2 test groups. We learned that our solution would meet our stakeholders' and future customers' needs. And the results were positive we were on the right path to achieving the goals. Using the Userlytics Platform, collecting the visual and audio reduced the time it took me to extract the needed feedback and data for processing my report and presentation. I would highly recommend using this tool for ease of use and annotations to more effectively categorize and group the information from test participants.

**The following videos will open a new window to my Google Photos, which I have stored these videos for privacy protection.
User testing Terminix Purchase Path - Mobile - 2019 - Userlytics **See Note on Video Hosting
User testing Terminix Purchase Path - Desktop - 2019 - Userlytics**See Note on Video Hosting

Feedback Capture Grid

Collection of user feedback from both groups

Qualitative Feedback - Mobile
Qualitative Feedback - Desktop

Final Design

We completed the finial design with great prase and provided a complete UX/UI package for Terminix Executive Leadership and Development. I developed a design system for the UI on this purchase path to help future designers. This design system is also available to front-end designers/developers to help create reusable components throughout the UI. This is another way of improving the ROI by reducing the development cycle's work when designing this product.

The following links are the prototypes available to click though:

Recording of Redesign
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