The production offering
A case study in using content design to achieve business goals
Background
Our platform was originally designed to instantly price smaller manufacturing orders, but the business slowly expanded to more off-platform, production-sized orders.
A content opportunity
Stakeholders included executive leadership, the sales team, and our sourcing specialists: they asked if I could use UX content to bring more attention to our off-platform, production offering
The original entry point
This worked great for our narrow offering, but left out our complete offer.
Stakeholders worried that an early hard split between production and prototyping customers would lead to confusion.
The solution had to
- Introduce the production offer to everyone
- Not distract “instant quote” customers from uploading files and converting
- Lead to more conversations with the sales team about off-platform orders
- Neutral language since not all customers use “production” as a term
- High information scent
- Friendly yet professional
Main stakeholder concerns
- Unqualified customers using this flow
- Customers who could get an instant quote not uploading a part
Qualifying questions
The faux success model
Results
- Increased awareness of the production offer
- The majority of unqualified customers upload a part and convert through the traditional flow
- We’re exploring how to bring this higher up in the funnel