Alexander Publications

Business Overview

Founded in 1995, Alexander Publications is the premier supplier of technical books, training manuals, slide decks, and videos for utility workers in the electric power industry. Every item in the product line has been carefully selected for its ability to help utility workers save time and money, work safely, and be more productive.

Audience

Electric Line workers, engineers, metermen, trainers, substation operators, utility managers, electrical contractors, and safety directors. They also have items that support community colleges, universities, and trade schools throughout the U.S. and Canada.

Business Goal for the Redesign 

• Update and refresh the pre-existing website. 

• Increase the conversion rate of shoppers to have fewer abandoned carts.

• Design a quick and seamless shopping experience and a quick way to checkout. 

• Increase the overall ease of use resulting in more straightforward navigation and the ability to locate and find products.

• Mobile friendly.

• Help to reduce and limit customer interactions over the phone due to website ease of use.

Challenges to the Project

• Returning customers were calling to complete transactions rather than using the website.

• Communicating related items for the chance to upsell other associated products.

• Product organization and categorization.

• Poor mobile performance and formatting.

Solutions 

• Analyzed all company products to create better categorization on the website. Removed and re-categorized some items that were improperly listed. Applied this to the navigation and the grouping of products by subject.

• Conducted competitive research on other e-commerce websites.

• Led customer and shareholder interviews and created a customer survey to gather data on users’ experience with the pre-existing website. 

• I created three user personas to understand their customers better from the research I gathered through talking with stakeholders and customers. 

• Branded Alexander Publications with new typography and colors to help provide the business with a stronger visual presence. Collaborated with shareholders to create a brand identity and words defining Alexander Publications.

• Designed high-fidelity mockups of the home page and various other web pages. Led the design execution of the re-design with another designer and developers. 

Check out alexanderpublications.com to see the redesign