Make Waves Design Center

Private Label Configurator Tool

TIMELINE
Sep 2022
to
Dec 2023

PLATFORM
Desktop
and
Mobile

ROLES
Creative Director
Lead Product Designer
Marketer + Photographer

Introduction

One of the top priorities and focuses for CC wellness in 2022 was to expand our private label division. Our goal was really aggressive to make private label account for 50% of the overall revenue the company brought in at the start of 2022 it was barely 10%. What we noticed was that when we got potential clients to speak with us, and see what we had to offer in terms of formulations and componentry they were very excited. But it was a very time consuming, tedious, manual process. That our private label team handled. We didn't have any tools or strategy on how to gain more leads outside of cold calling, emailing, or speaking to people at trade shows and conferences we had no way to showcase the amazing FDA approved formulas we had on our portfolio the wide range of components that we had to offer the amazing, personalized customer experience that you would receive if you chose to partner with us. And no way to show that we also offer additional services like Amazon support in launching the brand and the products as well as creative support in logo development, packaging development and additional assets on E commerce. We decided that we were really going to show people how serious we were about private label that it couldn't just be an afterthought of what CC wellness does. We wanted to create a brand of its own that really embodied the vision of our private label goals so we created the make waves brand. We would help clients bring their vision, their brand their products to life. We would also create its own website where we can talk in more detail what we have to offer in terms of formulas, and componentry be able to schedule time to speak with our sales and creative team but most importantly, to be able to configure and see everything that we're able to offer at that moment through an easy to use intuitive online configurator that we called make waves Design Center

My Role

I functioned as multiple roles for this project, the Creative Director and Lead Product Designer for this project. On design and development I collaborated with our in-house Visual Designer (Jeremy), and an external Developer (Michael). On the UX Research I collaborated with our Project Manager (Dawn), our Procurement Director (Natasha), and our General Manager of our Private Label Division (Kong).

Defining the Problem

The core issue was we were spending too much time manually trying to build leads and convert them to clients. Our goals were to automate the lead generation process by building a responsive product configurator tool. We wanted to create a responsive website to attract people to want to private label and partner with us. Deliver conversion focused design no matter what part of the user journey you're on and build a tool that can easily be updated and maintained. How did we do this? While we didn't have much quantitative data, we had a plethora of qualitative data. I interviewed our three make waves sales team members on their experiences with clients in the past and ongoing experience is that they're having today. I asked them essentially in an effort to learn who is our customer, what does the client want? What are they looking for? After interviewing the team members I gathered the email thread chains from those interactions and I analyzed it for patterns, key words, anything repeating as to potentially point to similar client wants and needs. I also did work on internally what do we think our strengths are as make waves? What are those core strengths? what do people like about working with us?

Goals

• Understand our users and cater our website and tools to their needs
• Create a delightful user configuration experience
• Educate users on formulas and componentry available
• Increase traffic to website to generate, categorize, and rank potential clients
• Decrease time spent manually calling or emailing leads

Our Users

Based on the research and analysis, we wanted to identify what matters most to end users, and to prioritize those needs as most important to least important. From there, we created user personas based on our qualitative research findings. We wanted to create personas that mimicked different types of people that could potentially land on our site and use it. People that know nothing about us and are curious as to what we are and what we offer. A person that may know a fair amount about our us and our products that we make, but are still unsure of whether or not we are the company that offers what they need. And the person who's ready to make waves to place a giant order but they need to know can we handle it? Can we create what they want? We also needed to make sure that both the website and the configurator tool function well for any of these personas at any point of the users users journey. We want to make sure that the tool was responsive and easy to use on both mobile tablet and desktop. And that it asked questions based on what users say they care about most.
‍

The Value Client
• Knows nothing of CC Wellness or Make Waves
• Does not know the importance of FDA or ISO Regulation
• Wants to save as much money as possible
• Looking to test the waters

The In-Betweener
‍• Knows a bit about CC Wellness or Make Waves
‍• Understands the importance of FDA and ISO Regulations
‍• Values quality, but also wants to be cost effective
‍• Looking to make a splash

The Lux Client
• Knows about CC Wellness and it’s success with JO and #LubeLife
• Will only work with FDA and ISO compliant pharmaceutical grade manufacturers
• Wants a luxury brand with high-quality components & formulas
• Looking to make waves in their industry

Process

Because this was such a cross-functional project that involved many departments, we met weekly to give our updates from the various stake holders and contributors. We conducted design sprints to encourage fresh new ideas as quickly as we could. We created numerous low fidelity wireframes on possible layouts and structure of the inputs we’d be asking for. We also tried different surveys before and after a user would configure their private label design, while making sure everyone involved kept the main purpose in mind, which was to create an easy to use website and configuration tool that encouraged people to learn more about our offerings.
‍

Logo

Typography
‍

Colors
‍

#475877
Primary Logo Color
Headings Color

#92A7CB
Secondary Logo Color
Buttons, CTAs

#404040
Primary Text Color
Body Copy, Contrast BG

#BABABA
Secondary Text Color
Captions, Descriptions

Bottle Selection

Cap Selection

Color Selection

Formula Selection

Size Selection

Significant Statistics:
‍
473 photos taken
56 iterations
13 weeks/meetings
3 platform/tool changes
3 rounds of guerrilla testing
2 budget cuts later...

Final Designs

Before the website design, we had a webpage on our parent company’s website ccwellness.com/make-waves. Below is details on what the new website looks like. The previous page briefly mentioned that we could private label with a potential client. There was no mention of our Make Waves Design Center. No mention of letsmakewave.com. Now, there is a website specifically catering to a user that is thinking about private labeling with us. For people that wanted to go straight into our Design Center Configurator, they were clear CTAs in both the top navigation bar, as well as in the hero graphic at the top of the page. If the user wanted to learn more or have more of a reason to believe in us, they could scroll down to learn about our FDA approved formulas, our variety of component offerings, and our personalized customer service experience. They were also given easy to use “starting points” in case designing from scratch was too intimidating for them. We even gave them access to book time directly with me to talk more about our capabilities, help them with the configurator tool, or to talk generally about marketing, branding, and creative.

‍

Clickable Mobile Web App Design Prototype Preview

Impact

We were averaging about four leads per month that were generated organically through our SEO efforts on our parents site ccwellness.com. And quarterly press releases that were circulated in our industry after the launch of the website, and tool and configurator. We more than quadrupled our lead generations to over 16 per month on average, our sales team members were emailing 27 times back and forth with potential clients and leads we decrease that number two seven we also increased conversion rate from 17% to 36%, and traffic to our website increased 183% quarter to quarter.

Learnings & Future

We recently incorporated a post configuration survey where we asked potential clients about their experience using our configurator tool and what they want to see in the future. We had an overwhelming response with our clients wanting more ultra premium high end componentry. There was a fair amount of people asking for CBD formulations which we are exploring with our research and development team. But the most requested feature, or want was to be able to the to configure multiple configurations at once. So that they could compare them more easily. Efforts are already in motion to address all of these fees, feedback

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