The Client
Bunzl Distribution USA, Inc. supplies a range of products including outsourced food packaging, disposable supplies, and cleaning and safety products to food processors, supermarkets, non-food retailers, convenience stores and other users. Based in St. Louis, Missouri, Bunzl Distribution is the largest division of Bunzl plc, an international distribution and outsourcing group headquartered in London.
Bunzl Distribution owns and operates more than 100 warehouses that serve all 50 states and Puerto Rico, as well as Canada, the Caribbean and parts of Mexico. With more than 5,000 employees and 400,000-plus supply items, Bunzl is regarded as a leading supplier in North America. Worldwide sales are in excess of $10 billion.
Design Process
Research & Synthesis
Digital & Content Strategy
Architecture & UX Design
Branding & UI Design
Prototyping & Testing
ROLE: Creative Director/Lead UX Design
TOOLS: Sketch, Illustrator, Photoshop, InVision, Zeplin
TIMELINE: 24 months
The Challenge
Like a lot of companies, Bunzl has grown through acquisition and has many older platforms still in use, one of the main goals was to bring all of Bunzl’s business units onto a singular platform. Along with the rationalization of platforms the UI & UX needs to be analyzed and redesigned for a better customer experience. A new systems architecture is needed to support the platform and PIM being implemented so that Bunzl has full control and can sunset their outdated service bureau. This complete project will entail many separate endeavors with each business unit and will result in comprehensively allowing Bunzl to offer their customers a new modern ecommerce solution.
Multiple elaborations were performed to help determine a master set of requirements: UX & Design, Product Information Management (PIM), and Commerce Master Platform. Identification and documentation of the key business goals we validated to determine what features were needed for the end user’s needs to be met.
Digital & Content Strategy
The site search was in need to be improved to let customers find what they needed fast and efficiently. A new PIM was implemented to not only enrich product data but to also show customer specific pricing. The user experience needed to be modernized bringing newer shopping pattern into the Bunzl ecommerce experience. Order entry needed to be straight forward and streamlined. Our over all goals was to drive sales, increase salesforce efficiency, and facilitate customer success for the Redistribution and Distribution businesses.
Architecture
The architecture of the sites were divided up into an eyebrow and primary navigation to help users easily travel from the marketing site over to the commerce site. he primary nav was designed to quickly find overall information to the authenticated users business and industry as well as the ability to search, browse or find products within their specific “Order Guide”.
Dashboards
Upon authentication the user is taken to their Dashboard where they can see new alerts, order history, analytics and also ordering shortcuts to their shopping lists and frequently ordered items.
Ordering Dashboard
Since the site is B2B, being efficient is paramount. On the Ordering dashboard there are sections for shopping lists, order history as well as frequently ordered items to help make the constant ordered for the business fast.
PDP and PLP
The product listing page and product detail page was redesigned to be clean and intuitive. The users are able to view and filter all products they need and decide what to buy much faster than the previous platform allowed. Using standard commerce patterns in addition to surfacing detailed info the users have everything they need to make a purchase decision fast.
White Label
A dynamic design was created to let the Bunzl GUI customized per authentication. When a client is logged in they would be presented with their companies logo and branded colors.
Style Guide
A web style guide was created to keep styles documented for Bunzl and to provide development with specific detailed instructions.
