Netcom
Netcom delivers top-quality, high-performance tunable RF filters to leading military, defense, and communications companies ensuring optimal signal performance.
Role
Project Design Lead
Team
1 Project Manager
2 Developers
Client stakeholders
Duration
1 months
Project Problem
Netcom delivers top-quality, high-performance tunable RF filters to leading military, defense, and communications companies worldwide, ensuring optimal signal performance. These advanced filters are essential for maintaining the highest standards in signal clarity and reliability, which are critical for their clients' operations.
However, the current method for customers to search for tunable filters is unsatisfactory, creating a poor user experience. Netcom needs to adopt best practices to eliminate this frustration, streamline the process, and enhance user satisfaction. Additionally, by improving their search system, Netcom can collect valuable customer data, which can be leveraged to generate more sales and better meet the needs of their clients.
Form
Existing form autoscrolls user down upon form submission completion. This eliminates the ability to do existing searches while also performing poorly on mobile.
Clutter
Too much content creates a less intuitive experience. Simplifying the search process to focus on one key objective: locate the item for the customer.
Data
There is a need to preserve all search related content to better understand the market and to focus on future marketing campaigns related to tunable filters.
Design Recommendation
I created a base wireframe featuring a cleaner aesthetic with reduced clutter. The main goal was to implement a simplistic horizontal form that quickly retrieves customer data for marketing campaigns. I redesigned the cards to optimize for different viewports and simplified the filtering process by reducing the number of categories, making navigation more intuitive. Additionally, I introduced lazy loading instead of pagination to enhance the web application's speed. Valuable SEO content was repurposed and moved to the bottom of the page. Existing category pages were transformed into landing pages directing users to the customized tunable filter project.
Development Structure
The development stack will utilize WordPress to export data to HubSpot for future repurposing for sales campaigns. Search results will be displayed using Bootstrap, with each row featuring three individual product cards arranged in a col-span-3 layout. This approach will increase the number of products viewable per search.
Marketing Roadblock
The tunable filters search product originally featured 13 product categories, with each product page serving as both a landing page and a filter search page. The goal was to streamline the process by eliminating product category pages and using the filter as intended.
However, this method risked losing valuable SEO content. To address this, I developed a process flow that allows marketing to separate the product landing pages from the new, revamped product, enabling them to exist independently. Users will now be directed to the new filter search product, rather than having the two intertwined.
Project Solution
A new tunable filter product was developed from scratch for Netcom, successfully achieving key objectives: retaining search data, converting searches into sales, and significantly improving the user experience. These improvements were made by identifying user experience challenges, implementing best practices, and collaborating with stakeholders to determine the optimal solution.
Search
Search totals more than quadrupled immediately after the product launched. The primary factors contributing to this increase were the ease of use and the ability to perform quick searches.
Bounce Rate
The bounce rate decreased by nearly 25%, partly because the product kept users focused on finding the right item without leading them to different pages.
Speed
By using clean code and lazy loading concepts, the loading time for product searches was cut in half. Further reducing the clutter in the search process led to even faster performance.
Sticky and Simplified
Below is an example demonstrating the form's dynamic behavior. In one instance, the form expands to provide additional fields for user input. In another, the search features remain fixed to the viewport as the user scrolls, ensuring that adjustments can be made quickly and easily.
Before and After
Slide left and right to see the before and after.
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