AAA Metal Suppliers

Image of stainless steel handrails

Abstract

AAA Metal Suppliers is a supplier of stainless steel handrails, balustrading and mesh products. They are based in Wollongong, NSW Australia.

For this project I undertook surveys, data analysis, competitor analysis, heuristic reviews, market research and 1:1 interviews.

I delivered

  • 5 Personas - DIY Dani, Handrail Harry, Reseller Ray, Bespoke Barry and Developer Darren
  • User Journey - Documenting the customers flow through their interaction with AAA Metal Suppliers
  • User Insights and Feedback - AAA Metal Suppliers had recently undergone a change in management so were interested in how the business was going overall
  • Competitor Analysis - Identification of competitors and their strengths and weaknesses
  • Website Benchmarking - Looking at the current website's strengths and weaknesses
  • UX Strategy Blueprint - Focusing on where the business would like to go, how to get there and knowing when they get there

Introduction

In August 2017, the current owners of AAA Metal Suppliers purchased the company. The current website for the company was dated and they were interested in updating it. I was approached to help with the project. My role was to conduct research into their current customers and the current positioning of AAA Metal Suppliers in the market.

The goal of the research was to inform the direction that the redesign of the website should take and where the quick wins are.

The research was conducted in March and April 2018.

Method

  1. Define the problem and produce a product brief.
  2. Present to the client and get agreement
  3. Develop surveys using Survey Monkey. A separate one for
    • Large Customers, and
    • Small Customers
  4. Produce a interview script for 1:1 interviews
  5. Source interviewees from recent sales list.
  6. Conduct the interviews
  7. Competitor analysis
  8. Heuristic review of the website
  9. Data analysis of sales data using Excel
  10. Data analysis of surveys using Excel
  11. Affinity mapping of qualitative survey data and interview data
  12. Workshop with the client the business objectives
Post it notes

Tools

Software Tools

  • SurveyMonkey
  • MS Office - Excel
  • MS Office - Access
  • Google analytics
  • LibreOffice Impress
  • Xtensio.com

UX Tools

  • Interviews
  • Affinity Mapping
  • Data Analysis
  • Persona Development
  • Website Reviews and Analysis
  • Competitor Analysis

Other Tools

  • Reporting
  • Project Management
  • Client Management

Personas

As part of the project, I produced 5 personas including

  • Their Goals
  • Their Frustrations
  • Their Traits
  • Variations
  • Shopping Preferences
  • What their decisions are driven by

AAA Metal Suppliers found that the descriptions of their customers helped with understanding the time, costs and sales potential of each of their different customers. This helps with their sales conversion and customer satisfaction.

Image of AAA Metal Suppliers Personas

Customer feedback and insights

Through the interviews, surveys, google analytics and online research I gathered insights into the industry and AAA Metal Suppliers.

I reported on the following

  • Positive feedback on AAA Metal Suppliers service
  • Negative feedback on AAA Metal Suppliers service
  • Preferred methods of ordering
  • Device usage
  • Frustrations in general about the industry
  • Website frustrations and strengths

Competitor Anaylsis

I gathered information from AAA Metal Suppliers, their customers, the internet and the industry body, Australian Stainless Steel Development Association to determine the following

  • Who the competitors are
  • How they compete with AAA Metal Suppliers
  • Features of their websites
  • Social Media presence
  • Thier strengths and weaknesses

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