HP Inc. is among the world’s leading technology companies serving both B2B and B2C customers with fiscal 2019 net revenue of $58.8 billion. HP Inc. develops personal computers (PCs), printers and related supplies, as well as 3D printing solutions.
HP Inc.’s mission is to create technology that makes life better for everyone, everywhere.
Always reinventing and improving, HP Inc.'s web team observed a customer pain point that needed to be addressed. Both B2B and B2C customers were having difficulty navigating critical webpages on HP.com. The website was not converting visitors as well as it should and customer satisfaction metrics reflected a less than ideal experience.
The site needed a navigation redesign.
However, redesigning one of the world's most visible websites is easier said than done. Business units at HP Inc. span the globe—and stakeholders from each are constantly jockeying for website placement to drive traffic to their areas of the business. This created a significant challenge to create a new global website navigation strategy while getting buy-in from multiple stakeholders.
HP benchmarked its customer experience using moderated and unmoderated studies on the UserTesting Human Insight Platform and combined those findings with other data sources for a holistic perspective.
These insights were then used to inform the Global Digital Customer Experience Innovation team's strategy during a competitive hackathon/workshop with internal stakeholders, including contributors from HP's worldwide marketing, business unit marketing, e-commerce, web support and other teams. Their goal was to deeply understand and empathize with both B2B and B2C customers to create solutions that were more intuitive, effective, and enjoyable to use. The challenge, however, was to neatly marry those solutions with the existing website architecture and platform.
Once rough ideas were hashed out in the workshop, a hybrid card sort activity was used to prioritize the best solutions for target audiences. UserTesting proved to be the best solution for actionable and fast feedback due to its advantages of having an enormous network of contributors who are already recruited and ready to provide unfiltered feedback at a moment's notice on ideas, concepts, prototypes, or anything else the HP team wanted to test. Based on this fast feedback, they then built new prototypes to A/B test.
"It's critical that our digital experimentation team has the best tools and systems to design and test the experiences that we're developing, because it increases our likelihood to deliver winning experiences that turn customers into fans. That's why we relied heavily on UserTesting," said Anmeen Leong, Product Manager, Digital Experimentation, at HP.
The insights from these tests not only opened the eyes of stakeholders, they created genuine empathy for customers' experiences and pain points. Watching highlight videos from the UserTesting research let the broader organization, including executives, feel like they got to 'experience what their customers experienced.'
“Not only did these human insights help us close our empathy gap internally, but the speed in which we were able to collect, analyze, and act on them allows us to build on our momentum,” said Leong.
Within five months, changing the navigation layout on HP.com resulted in a 3% increase in site conversions, a 7% increase in revenue per visit, and a remarkable 61% increase in customer satisfaction with their website experience.
“UserTesting builds consensus almost immediately. When my stakeholders watch and listen to real customers experience our site, it's like an 'ah-ha!' moment that settles debates.”
"It's critical that our digital experimentation team has the best tools and systems to design and test the experiences that we're developing, because it increases our likelihood to deliver winning experiences that turn customers into fans. That's why we relied heavily on UserTesting."