Lighting Component Specifying Tool
Role
Lead UX Designer, 4 Months
Team
PM, Developer, Senior Management,
UX Researcher, Visual Designer
Tool
Research, Figma
Delieverable
Optimized component-buying workflow
End-to-end design for a web-based tool
EE Hub redefines the way electrical engineers source technical information to make lighting control component buying decisions.
With EE Hub electrical engineers browse multiple systems and get technical documents all at one place.
You're an electrical engineer trying to buy components that fit client's technical requirements by downloading technical documents
Electrical Engineers buy lighting control components
from manufacturers like Lutron Electronics
for their clients'construction jobs
Design, manufacture, and sell
Lighting Control Components
Lighting Control Components
Spec if the
Lighting Control Components
fits their clients' construction jobs
Lutron’s digital sales channels for component-buying
are experiencing high bounce rate
Business hope to re-design them to
lower bounce rate and
increase engagement rate
for EEs (electrical engineers)
Digital Sales Channel 1
Advertising Page
Digital Sales Channel 2
Official System Page
I proposed to expand the scale from
just redesigning the channels to
look at users’ whole buying journey
Ad Page
System Page
Lutron’s Digital Sales Channels
Offline
Ad Page
System Page
Buy
EE’s Online Component Buying Journey
I successfully pitched the business stakeholders with the concept of encouraging online sales by creating a meaningful experience for electrical engineers
Effectively offer electrical engineers meaningful information that can encourage them to buy Lutron components for their jobs
I conducted co-design/card sorting and 1:1 interview with 8+ electrical engineers with my UX researcher and synthesized findings into user insights
Streamline an intuitive flow
to meaningful information
Drastically improved the user flow of
EEs’ online component buying process by:
➔ Cut out Meaningless Information
➔ Reduce Clicks to Meaningful Information
1
Prioritize Google Search
The process to technical documents is lengthy for EEs. By focusing on working with SEO team to get Google search directly to our information page instead of email, can make the process more efficient.
2
Eliminate Advertisement Page
Information on Advertisement Page is not meaningful for electrical engineers while they are buying components on our digital channels.
3
Combine Meaningful Information
Meaningful information is scattered. My merging system intro and doc archive into a new platform "EE Hub", meaningful information can be available at one place.
Before
Home
Ad
System Intro
Doc Archive
After
Home
System
Intro
EE Hub
Organize meaningful information
in a clean fashion
EE Hub is an interactive platform for electrical engineers
to easily compare components,
quickly scan compatibility, and
precisely download technical documents
Blended two important information electrical engineers look at when buying lighting components - Wiring Diagram and Technical Documents
Components are organized in a diagram view that electrical engineers are familiar with
Technical documents are attached to the components in the right column
Documents are sorted by component instead of by document type (cut sheet, application, etc) as engineers' mental model is "first component and then documents."
Documents are sorted by component and prioritized by how often they are used
Improved scan-ability by prioritizing complex information and enabled friendly job experience by introducing bulk download function
Scan basic deciding information at the component level to encourage informed decision.
Check the needed document and get a bundle of document they need for a component.
Challenges 1
While aligned with the UX goal,
the solutions pushed the original project request
and require big moves across functions
Story telling
Advocate for the users to the stakeholders
Story tell EE’s component-buying journey
Value Proposition
Meeting user expectation
Heighten component discoverability
Opportunity to sale
2-Phased
Role-out Plan
Validate the concept
Iterative the product with data
Challenges 2
1000+ Technical documents are owned
by different system teams, and have
different logic of categorizing and naming
One template
Iterate on one template with essential criteria
Navigate across 6+ systems
Learn technicals fast
Escalate discussion
Collaborate with high-level
PMs about product strategies
Balance business interests and user needs
EE Hub achieved the metrics
the team aligned at the beginning
and made business impacts
KPI
Site Visit 37% Growth
Validated the need of EE Hub
Task on Time lowered by 68%
EE Hub increased efficiency for EEs
Doc Download 26% Growth
New experience encouraged EEs to spec our components
Business Impact
Initiate a Company-wide Data Overhaul
Digital asset update across all commercial and residential systems
Bumped as High-Priority Product
Prioritized to be developed
Selected to be showcased at annual sales launch