The problem.

Designing and product configuration was not intuitive leading to significant user drop-off before a design was even started. Lack of awareness of product portfolio. Customers did not know which product to choose and when. Search functionality was very poor. Customers don’t know what they’re ordering even though every user stated that the website is user-friendly and easy to navigate. Customers needed significant hand-holding when designing panels

The assessment of the current state of AmpliSeq Designer quickly revealed significant content, layout design, and UX issues that led to poor usage of the product selection tool which began at the login stage.

The solution.

Further research revealed the need to simplify and focus the user to provide a clear experience for conversion. A focus was created on who will be using the tool and optimizing the path from login to panel selection to purchase.