Account Dashboard
A destination that centralizes our customer’s key work-related activities. Delivering actionable insights, tasks, and visibility alongside the power of our digital science platform to make their work more efficient and impactful.
The mission.
Thermo Fisher Scientific is the world leader in serving science, with revenues of more than $24 billion and approximately 70,000 employees globally. Their mission is to enable customers to make the world healthier, cleaner and safer by supporting accelerated life sciences research, solving complex analytical challenges, improving patient diagnostics, delivering medicines to market, and increasing laboratory productivity. Through their various premier brands – Thermo Scientific, Applied Biosystems, Invitrogen, Fisher Scientific and Unity Lab Services – Thermo offers an unmatched combination of innovative technologies, purchasing convenience and comprehensive services.
Problem statement.
The former customer account experience remained flawed in two ways. First, it was a static experience built in a system that was difficult to grow but competing in a world of personalization, where dashboards are becoming table stakes for B2B e-commerce. Secondly, customer experience design and content were confined and mute on how it can support lab operations and research.
My role.
Led UX as lead designer and solution owner to define a North Star product strategy and provide end-to-end UX support for various personas and highly integrated collaborative workflows. Solutioning closely with a cross-functional team of Directors, Product Managers, Product Owners, Stakeholders, Researchers, and SCRUM teams we created a successful MVP product, alongside a continued roadmap of enhancements and features quite valuable for B2B and B2C customers.
Our vision.
The Account Dashboard is a complete account profile redesign that’s remained extremely successful in engaging our customers through personalized reporting and key account activity specific to their role within the lab environment – Procurement Officer, Lab Manager, Research Assistant or Bench Scientist. Not only has it driven customer website engagement, utility, self-service, and loyalty retention, it also affords clarity into capabilities and rich site features one might be unaware of that might bring value.
Personas:
Research Assistants, Lab Technicians, Procurement Managers, Lab Managers, and Bench Scientists.
Business goals:
- Customer engagement
- Customer satisfaction
- Increase company CAS* score.
Success criteria:
- Monthly visits to page
- Return visits to page
- Monthly active users
- Referrals to account-related applications
* Customer Allegiance program is dedicated to giving our customers a voice so that we can improve their experience and foster greater loyalty. Utilizing ‘CAS’ (Customer Allegiance Score) enables us to measure how well we’re doing by surveying specific touch points with customers to obtain their feedback and rate their experience. This enables us to drive continuous improvement in key areas such as customer service, order fulfillment, technical service and field sales.
Customer insights.
Our customers are always the heart of our decision making, it’s embedded within our company culture and why I enjoy being a UX designer. Through persona research, analytics, Voice of Customer, usability testing, recordings, heatmaps, and industry best practices we were able to introduce a new persona-centric experience targeted towards self-service, collaboration, and awareness.
Some recommendations from usability testing included:
- Content most important to customers in their account is Order Status.
- “This one page alone does everything I need” said Purchasing Coordinator for 5 labs.
- Customers only found notification value for shipping, backorders, and invoices.
- Returns widget is useful, but they don’t have many returns (low priority/ may often be empty)
- Leave navigation within header.
The outcome.
After the launch, there was a substantial growth rate of traffic and engagement.
18% November
33% December
50% January
Today, with a broad product roadmap of features, global expansions in Canada, Europe, and United States, in addition to integrations from our Cloud-based suite of applications, the Account Dashboard remains a successful and considerably valuable tool for our customers and business partners.
