Availability to Promise

As the lead designer on the Availability to Promise (ATP) project, I spearheaded a year-long initiative alongside two talented designers. The goal was to redesign the entire customer journey funnel and seamlessly integrate ATP across all customer touchpoints. We aimed to enhance user experience while ensuring accurate order fulfillment. The results post-launch were significant: we observed an increase in conversions and an expansion in the average cart size from around 1 to 1.8 pieces of equipment.

Project Goals

  1. Redesign the Customer Journey Funnel: Streamline the process to make it intuitive and user-friendly.

  2. Integrate ATP Across Touchpoints: Ensure customers had real-time visibility into equipment availability throughout their entire journey.

  3. Address Edge Cases and Error States: Identify potential user issues and design solutions to mitigate them.

  4. Conduct Usability Testing: Validate our design choices through customer feedback at every milestone.

Research and Discovery

We began with a comprehensive analysis of the existing customer journey. User interviews and surveys revealed that customers often struggled with equipment availability information, leading to frustration and abandoned carts. Employees also expressed concern about fulfilling eCommerce orders due to a lack of trust in the system.

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Product Listing Page
Product Detail Page
Cart
Checkout
Success Screen

Mobile App Updates

In addition to updating the eCommerce site, we replicated the experience on the mobile app, ensuring a seamless 360º experience across all platforms.

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Design Process

Redesigning the Customer Journey

We mapped out the existing customer journey and identified pain points. Our redesign focused on:

  • Simplifying Navigation: We streamlined the process from equipment selection to checkout, reducing the number of steps required.

  • Integrating ATP Information: Real-time availability data was incorporated into each step of the funnel, allowing customers to see what was available at their chosen branch.

Touchpoint Integration

We ensured that ATP was visible at all key touchpoints:

  • Homepage: Users could input rental details to see available equipment.

  • Product Pages: Real-time availability was displayed, along with estimated fulfillment times.

  • Cart and Checkout: Customers received confirmations and alerts regarding availability before completing their orders.

Usability Testing

Throughout the design process, we conducted usability tests at key milestones:

  • Low-Fidelity Prototyping: Early sketches were tested with users to gather initial feedback.

  • High-Fidelity Testing: Interactive prototypes allowed us to observe user interactions and gather insights on navigation and information clarity.

Iterative Improvements

Based on testing feedback, we made several iterations, to better meet user needs and enhance overall usability.

Launch and Results

Upon launching the new customer journey and ATP integration, Sunbelt Rentals experienced significant improvements:

  • Increased Conversions: The streamlined process and clear availability information led to a noticeable uptick in completed orders.

  • Expanded Average Cart Size: The average cart size grew to 1.8 pieces of equipment, indicating that users felt more confident adding multiple items to their orders.

After the launch, we conducted additional research to assess user satisfaction and employee trust:

  • Customer Feedback: Customers reported that locating the equipment they needed was much easier and expressed confidence that their orders could be fulfilled.

  • Employee Trust: With accurate ATP information, employees found it easier to fulfill orders from the eCommerce site, significantly improving their workflow and reducing anxiety about potential order issues.

Business Outcomes

Adding a real-time availability feature to the eCommerce site resulted in significant business outcomes, including a marked decrease in calls to branches regarding equipment availability. This enhancement not only streamlined communication but also empowered customers to make informed purchasing decisions directly online. As a result, we saw an increase in both average cart size and conversion rates from the eCommerce channel, driving higher sales and improving overall customer satisfaction.

Conclusion

The ATP project was a transformative initiative that not only redesigned the customer journey but also strengthened the trust between customers and employees. By integrating real-time availability information and focusing on user experience, we achieved our goals and significantly enhanced the overall effectiveness of Sunbelt Rentals’ eCommerce platform. This project stands as a testament to the power of user-centered design to drive business results.

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