Richardson Sports is a B2B-focused online retailer that needed clarity and efficiency brought to both its customer-facing site and its back-end dashboard experience. As part of an agency team, I helped uncover the root causes of customer confusion and build the underlying UX strategy, including taxonomy, user flows, and wireframes, that would guide the eventual redesign.
client
Richardson Sports
year
2023
timeframe
3 Months
UX Strategy
eCommerce
Website
Problem statement
The Richardson website did not clearly communicate that its products were B2B-focused, leaving potential customers uncertain about who could purchase products and how the buying process worked. On top of that, an inadequate customer dashboard experience was driving up support calls, as customers had to call in for clarification the site itself should have provided.
Solution
The team started by listening to both sides of the business. Conversations with stakeholders revealed the nuances of Richardson's unique B2B model, while conversations with customers confirmed there was real confusion about who the products were actually for. From there, we conducted a deep dive into how the existing system worked, from the front-end purchasing experience to the back-end dashboard, and analyzed how competitors were communicating similar messages more effectively. With those findings in hand, the team ran a workshop to identify opportunities and themes from discovery, mapping out priorities to align on what to tackle first. From there, I helped: * Develop user flows to identify key moments across the journeys of different audience types, balancing business needs with user needs * Define product and content taxonomies to improve findability and discovery across the site, which also informed an AI search feature that surfaced recommended results based on that taxonomy structure * Build key wireframe sections to validate the content strategy and taxonomy while demonstrating the storytelling opportunity within the experience This work gave Richardson Sports a validated content and taxonomy structure, along with wireframes that proved the approach, before it moved into further design and development.