LUCK STONE COMPANIES
Luck Stone is a multi-generation, family run, rock quarrying business in Virginia, that sells crushed stone to commercial construction sites, road builders, and residential builders. Their business consists of extracting rock from quarries, crushing it, and delivering it to job sites. They sold 75 crushed stone products available in a variety of colors, sizes, and gradations to customers in the Mid-Atlantic region.
As the Lead User Experience Designer for this project, I lead user research, design, testing, and delivery of assets to the development team. The team consists of a director of digital products, a manager, a lead programmer, two junior developers, a business development analyst, a tester and a digital sales associate.
THE BUSINESS GOAL
To have a digital customer experience that provided instant access to data that the customer needed to run their business more efficiently.
For the user experience to be as easy as possible, designed with the customer and their daily operations in mind.
To be able to track deliveries and to keep customers up-to-date on project status.
To reduce the number of calls to customer service.
UX SKILLS & TECHNIQUES
One on One User interviews
• Reframer tool
• Survey Monkey.
Wireframe user testing
Planning, 2 week Sprints
UNDERSTAND THEIR BUSINESS
Having no prior knowledge of the construction and rock mining business, I quickly learned and adapted. I used my UX skills to gathered information from interviews with key business associates. It is a complex business that feeds a very fragmented construction industry, with many users: designers, architects, owners, contractors, subcontractors, asphalt producers, concrete manufacturers, haulers and there are a lot of influencers. I had to learn quickly how to navigate through all of that complexity.
USER INSIGHTS & IDEATION
Perform heuristic evaluations of existing application
User Experience Research
3 personas to help identify the target users
One on one customer interviews
Qualitative research using the Reframer tool
150 responses from a customer card sort activity using Optimal sort
300 customer responses from a survey using Survey Monkey
EXPERIENCE STRATEGY & VISUAL LANGUAGE
This was followed up by a Low-fidelity clickable, mobile first prototype using Sketch and InVision. Two rounds of testing was performed one during the low-fidelity stage and one during the high-fidelity stage. After each tests were conducted and analyzed, the prototype was redesigned to accommodate new findings. I presented high-fidelity prototypes to the team to agree and sign off on.
The business had a language of their own to describe tickets and orders. The customers used another language. I had to bring up that discrepancy to my director, she brought it up to the stakeholder. With the help of a business analysis we came up with a consistent customer language was used on the customer portal.
I created these personas for a way to model, summarize and communicate research about the people I observed in the one on one customer interviews. I depicted three specific people, Hank, Edward and Anna. Each persona represents a significant portion of people in the construction world and it enabled me as the UX designer to focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals.
ONE ON ONE INTERVIEWS
Sat down with 12 customers, each one was one of the 3 personas. Had a conversation about their business but followed a set of questions. These top 4 questions needed to be answered.
WHAT DO YOU NEED TO SEE TODAY?
DO YOU NEED TO SEE YOUR ACCOUNT?
DO YOU NEED TO ORDER ROCK?
DO YOU WANT TO KNOW WHEN YOUR ROCK IS DELIVERED?
Business only wanted me to do one session of user interviews. I created an online survey that refined on topics from the user interviews feedback and it helped us focus on three personas and the prioritization of the features. We got 300 responses from that survey. That quantitative analysis added to qualitative analysis gave me more data to identify and inform my design solutions. I learned to face the challenges, find solutions to gather information that we need. Now I am more mature in my skills and knowledge.
From gathering all the UX research an Information architecture (IA) needed to be mapped out. IA focused on organizing, structuring, and labeling content in an effective and sustainable way. I used atomic design principles to break down the requirements for each feature. Focused on just four page types, one with 4 card components, one with a search / filter component, one with a static content area and one with a dynamic content area. The architecture of the product grew substantially, as more features and pages were added to the whole experience.
I concluded that customers ( the 3 personas ) wanted to see past and future order information clearly, needed to order rock for that day or the next day, and needed to check up on the delivery of the rock so their work site can prepare. I presented my research summary to the team.
MINIMUM VIABLE PRODUCT (MVP)
Team decided to focus on these features first.
VISUAL THINKING ON PAPER
In order to help understand the ways the user can make decisions and choose a path; I mapped out multiple design options and workflows on paper. Following the "Design Thinking" methodology, I was sketching in the ideation phase, looking over the research again and empathising with the user continuously in a loop. In doing so, it helped me to understand the particular touch points the user will experience. My goal is to catch bottle necks and minimize inconvenient clicks, and highlight opportunities where the user can have a better experience.
Sample of the user journey map of how to find your job from a quote list. This was part of the Online Ordering.
WIREFRAMES AND USER TESTING
Orders Today Dashboard, Mobile First
Sample of Orders Today wireframes user testing. Question: Purchase orders grouped or not grouped ?
After testing the options with users I concluded the accordion that has the grouped purchase order was the one ( A ) to put into a hi-fi prototype. Bottom menu was not in the Angular JS framework so I had to but that in the Hamburger menu. Finally, we introduced statue notification, the customer wanted an alert is the order has been completed, canceled or in progress.
Online Ordering, Clickable wireframe prototype
Sample of Online Ordering wireframes that was used in user testing phase. Go there now.
VIEW CLICKABLE PROTOTYPE
View the video or click around in the mobile experience.Go there now
Oct 2020 was a successful launch of Job Sight.
The company continued beyond the MVP that I helped with and continued to create customer experience which they branded Job Sight.
Since launch there has been a gradual incline of all ordering done online, resulting in a 100 year-old change of business from traditional customer call in orders to a digital experience. Luck Stone is then sending more stone, so that’s good for profit. Customer feedback is that they are very satisfied, because rock is getting to their job site when they want it to be delivered. So their crews are more efficient. They’re prepared and ready for it.