Navigating Digital Transformation: My role in Reece USA's UX evolution
In the wake of the Morsco Inc acquisition by Reece Group and amid the COVID-19 pandemic, I stepped into the role of Head of User Experience at Reece USA. The newly formed Digital Solutions group set the stage for a significant digital transformation, and I was tasked with leading this evolution.
Services
Head of User Experience
Company
Reece USA
Year
2023
My role
Building
the
UX team
To spearhead this transformation,
I focused on constructing a robust UX team capable of navigating a complex digital landscape.
Transforming Customer experiences
With a strong team in place, I led several initiatives that marked a significant shift in our digital approach
Transforming Employee experiences
To support our digital shift, I introduced service design principles to enhance employee experiences
Building the
UX Team
Amid the challenges of the COVID-19 pandemic and stiff competition from larger organizations, recruiting top talent specializing in e-commerce and mobile applications was particularly difficult.
I initiated the process by onboarding interns, gradually developing their skills and integrating them into the team.
To address the talent gap, I devised innovative training methods, including hands-on projects and tailored workshops, to equip the team with the diverse skills essential for driving digital innovation.
Established capabilities required for Reece
Introduced Agile practices
Fostered collaboration and teamwork
Prioritized ongoing training
Transforming Customer Experiences
With a strong team in place, I led several initiatives that marked a significant shift in our digital approach.
I developed a comprehensive CX strategy across all divisions and spearheaded EX initiatives, aligning our efforts with the broader goal of digital transformation.
Mobile
Developed a UX research strategy and roadmap to iteratively refine mobile experiences for Replace & Remodel customers based on feedback from both customers and stakeholders.
B2B
Launched maX, a digital commerce platform for Plumbing & HVAC contractors, in under 6 months, and conducted co-creation workshops to deeply understand Waterworks eco-system.
B2C
Designed future-state blueprints for seamless digital collaboration among homeowners, designers (B2C customers), builders (B2B customers), and Reece showroom consultants.
Transforming Employee
Experiences
At Reece USA, the journey of digital transformation extended beyond customer-facing platforms to significantly enhance our internal operations.
Previously reliant on manual processes, our employee experiences were in need of a modern overhaul. We undertook a comprehensive initiative to translate the needs of various team members into digital solutions, revolutionizing the way they worked.
Understanding Needs Through Contextual Inquiry
To ensure our solutions were deeply rooted in actual user needs, my team conducted extensive contextual inquiries. We observed warehouse associates, counter sales representatives, drivers, and branch managers to gain firsthand insights into their daily challenges and requirements.
Introducing and Applying Service Design
I introduced service design principles to the team, coaching them on how to create service design artifacts that encapsulated each role's needs.
This involved:
-
User Journey Maps: Documenting the complete experience of each role.
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Service Blueprints: Highlighting key interactions and touchpoints.
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Experience Models: Offering a framework to identify pain points and improvement opportunities.
Prioritizing Findings and developing Solutions
We prioritized our insights by evaluating user value, business impact, and potential for user adoption. This approach allowed us to develop targeted value propositions that addressed key pain points and aligned with strategic objectives. By focusing on these criteria, we ensured that our solutions were not only relevant to user needs but also optimized for business outcomes and user adoption.
This led to the creation of:
Picking App
Optimized inventory management and order fulfillment processes for warehouse associates.
30% reduction in errors and processing time
Counter POS
Enhanced transaction efficiency for counter sales representatives, streamlining sales processes.
20% improvement in transaction speed and reduced customer wait times
Driver's App
Research insights helped improve route planning and delivery management for drivers.
15% increase in on-time deliveries and 10% reduction in fuel costs
Inventory & Mgr. Portal
Refined inventory tracking and managerial oversight, supporting better decision-making.
40% improvement in stock accuracy and 35% increase in operational efficiency
