Request-for-Quote (RFQ) redesign cuts wait time by 24%
Re-imagining the process improves speed to quote while reducing cost-to-serve.
Overview
Univar Solutions, a global B2B distributor of chemicals and ingredients, requires customers to undergo vetting to access products. The onboarding process typically starts with a request for quote (RFQ). During a prior research initiative involving onboarding, we identified flaws in the RFQ process.
We developed a streamlined experience that caters to various customer profiles, delivering timely quotes and reducing the workload for the onboarding team.
Team
Buy and Onboarding collaboration
Role
UX research and design lead
Status
MVP launched 12/2022
Enhancements Spring and Fall 2023
Category
Desktop/mobile
Problem
The RFQ process plays a crucial role in driving conversions and shaping customers' initial impressions.
However, inefficiencies plagued the existing process. Sellers struggled to manage the volume of requests, leading to delays. Furthermore, the process inadvertently contributed to the creation of duplicate accounts.
Outcome
Implemented a 'smart' process that accurately identifies and caters to different user types, collecting all necessary information upfront and preventing duplicate account creation.
Reduced excessive touch-points, decreasing cost-to-serve and providing 24% faster quotes.
32% increase in guest RFQs, despite requiring more information.
Introduced passcode sign-in, addressing secondary customer pain points regarding passwords.
RFQ Before
-
Authenticate (or not)
-
Guest form
-
Confirmation messages
RFQ After
-
Authenticate (recognized user)
-
Product form (all flows)
-
Confirmation message
Process
identify basic customer profiles, review existing feedback, analyze current solution, cross-functional strategy workshop, map user flows, and conduct design concept testing to inform the final designs.
Profiles:
Who uses RFQ?
Nearly all sales in the chemical industry hinge on customers obtaining quotes. It is typically the first touchpoint in the customer journey, then is revisited periodically for new product needs or quote renewals.
Our solution needed to accommodate the following profiles.
Feedback shows that customers are frustrated. Improving the process is essential for customer retention.
RFQ is a primary source of dissatisfaction (Adoption survey)
70% of RFQ related feedback expresses dissatisfaction with response time.
They find the process redundant.
When quoting takes too long, customers find alternative vendors.
Current solution misses the mark
The experience doesn’t collect information essential to quote creation.
01
Uses poor logic, contributing to duplicate accounts.
02
There is a variety of issues impacting accessibility, usability, and brand trust.
03
How might we improve RFQ so that…
Sellers can create faster quotes, without the need for followup
Customer service representatives spend less time ‘cleaning’ duplicate accounts
We provide a single, flexible solution that caters to a variety of user profiles
Hypothesis:
We believe we can achieve better retention and reduced cost to serve if customers are able to attain timely quotes with a dynamic process that collects all required information upfront.
Concern: Will a longer form increase abandonment?
Interviews via UserTesting.com with 5 non-Univar Solutions chemical buyers helped us understand new customer expectations of their first RFQ.
They expect to provide their contact details, company information, ship-to/sold-to addresses in addition to product needs.
01
Customers are distrustful when info doesn’t seem relevant to their quote, but are willing to provide more for a faster turnaround.
02
Baked from scratch.
Due to the number of challenges with the original experience, we decide to start fresh. Our solution would:
Utilize an intelligent user identification system based on email addresses, that doesn’t rely on customer knowledge.
01
Upon identification, guide users through personalized flows that dynamically collect all and only of which is required of them for quote creation.
02
Concern: To modal or not to modal…
Prior research indicated that our customers often request quotes for multiple products in a single session. Transitioning to an in-page form would disrupt their workflow. Given this, a modal experience was deemed more suitable from the customer's perspective.
Understanding the challenges of modals, I did not initially expect support from the development team. However, upon reviewing the customer journey and recognizing the necessity for a multi-step, dynamic process, we made the collective decision to proceed with the modal format.
First concept, lo-fi wireflow
User testing: Net-new flow receives positive and constructive feedback
We opted for the Net-New flow to solicit feedback. We recruited 7 chemical buyers who had zero purchasing history with Univar Solutions.
Key takeaways:
The type and amount of information collected met expectations for an initial request (7/7).
Request for progress bar for clarity on process duration.
Suggests adding support number.
Likes real-time updates in the 'Quote Details' sidebar for reassurance.
Likes 'set a password' option at the end (5/7), seen as streamlining the RFQ and registration process.
Next iteration receives positive feedback on UserTesting.com.
MVP desktop and mobile screens
Key highlights
Removed “sign in” CTA. Entering their email will identify if they need to sign in, verify access, or proceed to guest flow.
Add customer service line.
Implemented passcode verification to (A) verify pre-registered users and (B) provide an alternative to 'Forgot password' for registered customers, keeping them within the RFQ flow.
Utilized default addresses for registered and pre-registered accounts (Following iterations would allow customers to select or add new addresses for RFQ)
MVP feedback
Next launch continues to improve the process
Subsequent enhancements:
UI updates for accessibility and usability improvements.
Highlight the ‘passcode sign-in’ option in the registered flow, shown in registered flow (Passcode sign-in first launched in MVP, but was not as visible)
Allow preregistered users to add their information after verification - we learned from MVP that this info doesn’t always exist.
Ship-to and sold-to specification, for improved pricing accuracy (shown below, both registered and pre-registered).
Current registered flow | mobile
Current pre-registered flow | mobile
Next Steps
This flow initiates a 'skinny customer' account for new users, in contrast to one created through lengthy, traditional onboarding.
Next steps involve designing digital experiences that progressively complete onboarding. These include:
Setting up payment terms
Establishing tax exemption status
Specifying delivery location preferences
Identifying team members (accounts payable, accounts receivable, buyer, etc.)
Retrospect
I quickly became aware of the flaws in the RFQ process after joining the Univar Solutions team. My first two research projects were an investigation into the onboarding process and implementing a quarterly Digital Adoption survey. Both studies highlighted RFQ as an key step in the customer journey, but also a major painpoint for customers and employees. I was impacted by the frustration I heard and eagerly jumped at the opportunity to join the RFQ solutioning team.
The journey proved to be both challenging and rewarding. It necessitated collaboration across teams, extensive analysis of customer feedback, and iterative improvements. Looking back, the success of this project not only elevated customer satisfaction but also underscored the significance of continuous improvement and user-focused innovation within our organization.