Force Technology needed to update and improve its website user experience and offer improved eCommerce functionality for its B2B customers.
Website was dated and not mobile-responsive, user experience needed to be improved.
Pain points for users resolved with new functionality. Better tools to communicate with customers through buying stages. Added transparency and visibility of information.
Customer feedback highlighted areas for improvement
The team started by gaining functional feedback from customers. Through telephone surveys, Force uncovered its customers’ pain points and wish list, identifying areas for improvement especially around search and ordering functionality. As part of its work with Empired, the team collated this feedback and prioritised the pain points to turn them into functional elements that could be included in the new site.
Chris Sciortino said, “In this way, the scoping process was very customer-led. Engaging with key active, engaged power users, we were able to get a real sense of what was needed and how
Once it was clear what elements needed to be addressed, the Force team began searching for a solution. It started with considering off-the-shelf solutions to upgrade the existing site structure. However, on further investigation it became clear that the opportunity was about more than just upgrading the existing site; it was about creating an entirely new site with
Chris Sciortino said, “To maximise functionality and have development flexibility, we needed to work with a partner that would offer a collaborative experience while providing strategic advice and best practice. Empired shared our goal of having the best eCommerce site recognised within our industry. While we considered other options, it was clear that the best path was to engage with Empired.”
“Being able to keep customers informed at each stage of the buying process is a big benefit. It adds to the transparency and visibility that customers prefer, delivering on our promise to be customer-focused.”
— Chris Sciortino, Force Technology
Seamless implementation due to collaboration
The implementation process was professional and seamless. Sprint sessions kept the agile project on track with plenty of flexibility for feedback and changes.
Chris Sciortino said, “The management of the sprints was extremely well-executed by Empired. It was a collaborative and enjoyable experience with feedback taken on board and actioned quickly. This helped us get to the key functionality we were looking for.”
The solution included integrating the website functionality with Force’s enterprise resource planning (ERP) system, which had created challenges in the past. However, the integration with the new system has been smooth.
The messaging engine has also improved with better tools to communicate with customers. Force no longer relies on simple email marketing; the team can now communicate through text messages and more sophisticated emails regarding order receipt and processing.
Chris Sciortino said, “Being able to keep customers informed at each stage of the buying process is a big benefit. It adds to the transparency and visibility that customers prefer, delivering on our promise to be customer-focused.”
Force elected to keep both the old website and the new one operating in parallel while customers switched over to the new one. Eventually, the old site will be phased out as customers transition completely to the new site.