Veritiv - eCommerce Design

The Challenge

Veritiv faced a multifaceted challenge as they embarked on a journey of digital transformation. Primarily, they were in the process of migrating their operations to new platforms, namely SAP and AEM (Adobe Experience Manager), to streamline their internal processes and improve efficiency. This transition necessitated a complete overhaul of their digital interface to ensure seamless integration with these advanced systems.

Simultaneously, Veritiv recognized the burgeoning potential of the business-to-consumer (B2C) market and sought to expand their offerings accordingly. Venturing into the B2C realm introduced a host of complexities, from adjusting their product catalog and pricing structures to catering to a more diverse and discerning consumer base. This pivot required not only a strategic reimagining of their digital platform but also a fundamental shift in their approach to user experience (UX) design.

Navigating these dual challenges demanded a holistic approach that encompassed not only technical expertise but also a deep understanding of Veritiv's business objectives and customer demographics. Our task was to craft a digital solution that seamlessly integrated with their new platforms while simultaneously catering to the evolving needs and expectations of both B2B and B2C audiences.

Research: UX and Internal process

Our research phase for the Veritiv project was marked by extensive collaboration with stakeholders across the organization. Through in-depth interviews and workshops with key decision-makers, department heads, and frontline staff, we gained invaluable insights into the internal processes, pain points, and aspirations of the organization.

By engaging with stakeholders at every level, we not only honed our understanding of Veritiv's unique business dynamics but also unearthed opportunities for process refinement and optimization. From order processing and inventory management to customer service protocols, our research shed light on areas ripe for improvement, allowing us to propose tailored solutions that would enhance operational efficiency and drive bottom-line results.

Simultaneously, our research extended beyond the confines of the organization, encompassing market analysis and user studies to glean insights into industry trends and customer preferences. This holistic approach ensured that our design strategy was not only informed by user needs but also aligned with Veritiv's broader business objectives and market positioning.

Armed with a deep understanding of both internal workflows and external market dynamics, we were well-equipped to develop a UX and design solution that not only addressed immediate pain points but also positioned Veritiv for sustained success in the ever-evolving digital landscape.

Customer Experience (CX): Fostering Engagement and Satisfaction

Our approach to Veritiv's digital platform was centered on enhancing the customer experience (CX) to foster engagement and satisfaction. We focused on understanding the needs and preferences of Veritiv's diverse clientele, aiming to deliver a seamless and intuitive digital journey.

Through user research and feedback analysis, we gained valuable insights into customer pain points and expectations. This informed our design decisions, allowing us to prioritize features and functionalities that would enhance usability and satisfaction.

Additionally, we implemented personalized recommendations and tailored content to ensure that each user interaction was relevant and valuable. By streamlining navigation and optimizing performance, we aimed to create a frictionless experience that encouraged users to explore, engage, and transact with ease.

Moreover, our commitment to continuous improvement drove us to monitor and analyze user behavior post-launch. This ongoing evaluation allowed us to identify areas for refinement and optimization, ensuring that Veritiv's digital platform remained aligned with evolving customer needs and industry trends.

Audits: Enhancing Performance Across Content, Creative, UX, and SEO

Our optimization strategy for Veritiv's digital platform involved a comprehensive audit spanning content, creative elements, user experience (UX), and search engine optimization (SEO). This holistic approach allowed us to identify opportunities for improvement and ensure alignment with industry standards.

We began by evaluating the existing content, assessing its relevance, accuracy, and engagement levels. Simultaneously, we conducted an assessment of visual elements and design aesthetics to ensure brand consistency and visual appeal.

Our audit delved into the usability and functionality of the platform, identifying user experience (UX) pain points and opportunities for enhancement. Insights from user testing informed iterative improvements to the platform's interface and navigation.

Additionally, we analyzed the platform's search engine optimization (SEO) performance, identifying opportunities to improve organic search rankings and drive targeted traffic. This involved keyword research, on-page optimization, and evaluation of backlink profiles to develop a tailored SEO strategy.

By conducting these integrated audits, we gained a comprehensive understanding of Veritiv's digital presence and developed strategic recommendations to enhance performance across content, creative, UX, and SEO domains.

Branding: Voice, Vibe and Vision

Our collaboration with Veritiv on their digital platform involved refining and amplifying their brand identity. Through workshops and discussions, we worked closely with the client to analyze key brand elements such as logos, colors, and typography. These collaborative sessions guided the creation of a visually cohesive digital presence, reinforcing Veritiv's brand essence and value proposition.

Together with Veritiv's marketing team, we ensured that our branding efforts were aligned with overarching objectives and direction. By crafting a distinct brand narrative, we aimed to evoke trust and authenticity among Veritiv's audience, enhancing brand recognition and resonance.

DIGITAL & CONTENT STRATEGY

With insights from our extensive research, we set out to craft a digital and content strategy that would seamlessly translate Veritiv's vision into actionable steps. Our approach was twofold: to optimize the digital platform for enhanced user experience and to develop compelling content that resonated with both B2B and B2C audiences.

Central to our strategy was the creation of a user-centric digital ecosystem that catered to the needs of Veritiv's diverse clientele. Leveraging intuitive navigation, personalized recommendations, and streamlined checkout processes, we aimed to elevate the user experience and drive engagement across the platform.

In parallel, we embarked on a content strategy that positioned Veritiv as a thought leader in the packaging and facilities products industry. Through a combination of informative articles, product guides, and multimedia resources, we aimed to educate and empower both B2B procurement professionals and B2C consumers, fostering trust and loyalty in the Veritiv brand.

Moreover, our content strategy was intricately woven into the fabric of the digital platform, seamlessly integrating with the user experience to deliver relevant and timely information at every touchpoint. By aligning digital and content strategy, we ensured that Veritiv's online presence was not only aesthetically pleasing but also strategically positioned to drive business growth and customer satisfaction.

Technical Integration Approach

Veritiv's transition to SAP and AEM demanded a meticulous integration strategy. Our approach began with a thorough assessment of existing systems, identifying opportunities for synergy and enhancement.

Leveraging custom solutions, APIs, and data migration tools, we facilitated smooth communication between platforms. Emphasizing scalability and flexibility, our solutions were designed to accommodate future growth and evolving business needs.

Throughout the process, we maintained close collaboration with Veritiv's IT team, providing ongoing support and guidance. This collaborative effort ensured a seamless transition and empowered Veritiv to leverage its digital platform strategically for continued success.

IA and Taxonomy

Central to our redesign of Veritiv's digital platform was the development of a robust Information Architecture (IA) and taxonomy system. Our goal was to create a structure that facilitated intuitive navigation and streamlined access to the vast array of products and services offered by Veritiv.

We began by conducting a comprehensive audit of the existing content and navigation pathways, identifying areas for improvement and optimization. Through stakeholder workshops and user testing, we gained insights into the needs and preferences of Veritiv's diverse audience, informing our IA design decisions.

Drawing on best practices in user experience (UX) design and information organization, we crafted a hierarchical taxonomy that grouped related products and services logically and intuitively. This taxonomy served as the backbone of the digital platform, guiding users seamlessly through their exploration and purchase journey.

Moreover, we implemented faceted search and filtering functionalities to further enhance the discoverability of content and products, empowering users to find relevant information quickly and efficiently. By combining intuitive navigation with a user-centric taxonomy, we ensured that Veritiv's digital platform was not only visually appealing but also highly functional and user-friendly.

User Flows: Mapping Seamless Journeys

Our redesign of Veritiv's digital platform was guided by meticulous user flow mapping, aimed at optimizing the journey from entry point to conversion for both B2B and B2C users.

Beginning with user personas derived from our research insights, we crafted user flows that catered to the distinct needs and goals of various audience segments. Each user flow was meticulously designed to guide users through their desired actions, whether it be exploring product offerings, making a purchase, or accessing support resources.

Utilizing wireframes and interactive prototypes, we refined and validated our user flows through iterative testing with real users. This iterative approach allowed us to identify pain points and areas for improvement, ensuring a seamless and intuitive user experience across all touchpoints.

Moreover, our user flows were designed to adapt to different devices and screen sizes, ensuring a consistent experience whether users accessed the platform from a desktop computer, tablet, or smartphone.

By mapping out clear and intuitive user journeys, we empowered Veritiv's customers to navigate the digital platform with ease, ultimately driving engagement, satisfaction, and conversion.

Mood Board

Our exploration of concepts for Veritiv's digital platform was grounded in a deep understanding of their brand identity, user needs, and strategic goals. Drawing from research and collaboration, we developed a range of design concepts, each carefully crafted to embody Veritiv's values and resonate with their audience.

These concepts varied in style, from sleek and modern to traditional and approachable, catering to diverse user preferences. Importantly, they weren't just static mockups; they were interactive prototypes that allowed stakeholders to experience the proposed designs firsthand.

Throughout this phase, we maintained open communication with Veritiv's team, seeking input and validation to ensure that the chosen concept aligned seamlessly with their brand vision and strategic direction.

Concepts: Bringing Vision to life

Our exploration of concepts for Veritiv's digital platform was grounded in a deep understanding of their brand identity, user needs, and strategic goals. Drawing from research and collaboration, we developed a range of design concepts, each carefully crafted to embody Veritiv's values and resonate with their audience.

These concepts varied in style, from sleek and modern to traditional and approachable, catering to diverse user preferences. Importantly, they weren't just static mockups; they were interactive prototypes that allowed stakeholders to experience the proposed designs firsthand.

Throughout this phase, we maintained open communication with Veritiv's team, seeking input and validation to ensure that the chosen concept aligned seamlessly with their brand vision and strategic direction.

Photography Guide

Our product photography guide for Veritiv's digital platform ensures excellence in showcasing the company's products. Rooted in Veritiv's brand identity, the guide provides clear direction on capturing authentic and engaging product imagery that aligns with the company's values.

Emphasizing clarity and quality, the guide outlines technical specifications and best practices for product photography. From lighting and composition to editing and color accuracy, every aspect is carefully considered to present Veritiv's offerings in the best possible light.

Moreover, the guide serves as a reference for both in-house teams and external photographers, ensuring consistency and cohesion in the visual representation of Veritiv's products across all digital channels.

Style Guide

Our style guide and design system for Veritiv's digital platform served as the foundation for maintaining consistency and cohesion in visual and interactive elements. Built upon Veritiv's brand identity, the style guide provided clear guidelines for typography, color palette, imagery, and UI components.

A key focus of the style guide was flexibility and scalability. We developed a modular design system that allowed for easy customization and adaptation across both platforms, ensuring a cohesive brand experience across all devices.

The style guide facilitated collaboration among cross-functional teams, offering a shared language and reference point for designers, developers, and content creators. This collaborative approach fostered efficiency and alignment, enabling seamless execution of design and development initiatives.

By adhering to the principles outlined in the style guide and design system, we created a visually compelling and user-friendly digital platform that authentically reflected Veritiv's brand values and resonated with its audience.

Design Comps: Bringing Concepts to Life

Our design comps for Veritiv's digital platform were the culmination of our collaborative efforts, bringing conceptual ideas to tangible fruition. Rooted in insights gathered from research and stakeholder input, these design compositions represented our vision for the digital experience.

Each design comp showcased a unique interpretation of Veritiv's brand identity, balancing aesthetics with functionality to create a visually engaging and intuitive interface. From homepage layouts to product detail pages, every comp was meticulously crafted to capture the essence of Veritiv's brand and resonate with its audience.

Furthermore, the design comps served as a valuable communication tool, allowing stakeholders to visualize and provide feedback on the proposed design direction. This iterative process ensured that the final design was not only visually appealing but also aligned with Veritiv's strategic objectives and user needs.

As a result of this collaborative effort, we were able to produce design comps that set the stage for the development of a digital platform that would elevate Veritiv's online presence and drive engagement with its customers.