MSC Direct
Overview
In a bold move to leapfrog the competition, MSC Direct, a 66-year-old supplier to the maintenance, repair, and operations (MRO) industry, embarked on a transformative journey to redefine its e-commerce experience. With a new Chief Information Officer, Charlie Bonomo, at the helm, the company decided to reprioritize its digital presence and invest in a modern, user-friendly website that could better meet the evolving needs of its customers. This case study highlights the features, impact, and quantifiable results of the website redesign and e-commerce experience transformation.
Background
MSC Direct's existing website was built on antiquated technology, with a poor user interface, frequent downtime, and a search engine that struggled to present relevant results. The site also suffered from a data structure inherited from 70 years of catalogs, with inconsistent labeling and formatting. Recognizing the need for change, MSC Direct set out to create a robust e-commerce site that could compete with industry leaders.
Research and Discovery
Customer needs and market trends served as inspiration for our design of the MSC Direct e-commerce website. In the team's conversation with customers and buying profiles as well as MSC stakeholders, we came to a consensus that the purchasing managers in the MRO industry were not tech-savvy and relied heavily on printed catalogs. To create an engaging shopping experience, we recommended that MSC Direct prioritize ease-of-use, user interface, and search functionality.
Design Deliverables
Highlights of the redesign were
- Enhance search features to provide relevant results
- Streamline product data structure and labeling
- Improve site stability and reduce downtime
- Create a seamless mobile experience
Features
Features of the New E-commerce Experience
- Revamped Search Engine: A customized search engine designed to handle MSC Direct's vast product catalog with ease, providing relevant results and minimizing search errors.
- Unified Product Data Structure: Standardized product labeling and formatting, ensures data consistency and facilitating accurate search results.
- Mobile-First Design: A responsive design tailored to provide an optimal user experience on various mobile devices.
- Improved Site Stability: Regular updates and performance enhancements to minimize downtime and ensure seamless user interactions.
I feel like I have excellent access at all levels within the team. When I point something out, it's never forgotten and it's always treated with importance.
Impact
By prioritizing ease-to-use, a superior user experience, and targeted digital marketing efforts, MSC Direct successfully transformed its e-commerce site into a market leader, earning higher customer satisfaction, revenue growth, and an improved brand reputation.
The website redesign and e-commerce experience transformation resulted in
in Online Sales
As a direct result of the improved search engine and streamlined product data structure, online sales increased by 25% within the first year.
Boost in User Engagement
The new MSC design and revamped user interface contributed to a 40% growth in user engagement, including increased interaction with the site and improved conversion rates.
Uptime Rate
The redesign ensured a stable e-commerce infrastructure, resulting in a 99.5% uptime rate, significantly reducing downtime and its associated revenue losses.