Humanscale

Customer Experience Improvements

Humanscale, a leader in ergonomic office furniture, faced usability challenges that made product discovery, customization, and support difficult. Outdated landing pages and SaaS tools further weakened user trust and conversions.

 

I led a UX transformation that simplified navigation, improved product configuration, introduced real-time support, and enhanced both customer-facing and enterprise SaaS tools for a more seamless digital experience.

 

The Challenge

Humanscale’s website was built for B2B sales teams, not everyday consumers. This created friction in navigation, customization, and purchasing.

Research & Discovery

Goal: Identify usability issues, customer pain points, and areas for business growth.

 

What I Did:

✔ Conducted user research through heatmaps, session recordings, and analytics.
✔ Interviewed customers, sales reps, and support teams to uncover pain points.
✔ Performed a competitive analysis to benchmark against industry leaders.
✔ Mapped out the current user journey to identify user drop-off points.

 

Key Findings:

  • Website architecture didn’t follow familiar UI patterns, making product discovery unintuitive.
  • Too many customization options overwhelmed shoppers, leading to frustration and page abandonment.
  • Lack of real-time support caused hesitation in completing purchases.
  • Inconsistent design across event pages, SaaS tools, and eCommerce reduced brand trust.

Strategy & Planning

Goal: Define UX priorities and set measurable success metrics.

 

What I Did:
✔ Created a design roadmap with phased improvements.
✔ Established success metrics (conversion rate increase, engagement growth, reduced drop-offs).
✔ Prioritized Monitor Arms as the first test case due to its business impact.

 

Key UX Priorities:

  • Simplify product discovery & checkout flow.
  • Improve customization experience with real-time price updates.
  • Integrate live chat & enhance customer support.
  • Create a cohesive design system for landing pages and SaaS tools.

Design & Prototyping

Goal: Develop user-centered designs and test usability before development.

 

What I Did:
✔ Designed wireframes and user flows to optimize the shopping experience.
✔ Built interactive prototypes in Figma to validate key changes.
✔ Conducted usability testing to refine designs before development.
✔ Developed a scalable design system for consistency across products.

 

Key Deliverables:

  • Redesigned product pages with clearer navigation.
  • Step-by-step product configurator for easier customization.
  • Live chat integration for real-time support.
  • Standardized event & promo landing pages for consistent branding.

Development & Testing

Goal: Develop, test, and refine the UX improvements before full rollout.

 

What I Did:
✔ Worked closely with developers to implement key design changes.
✔ A/B tested checkout improvements to measure impact.
✔ Conducted post-implementation usability tests to identify refinements.
✔ Iterated on designs based on real user feedback.

 

Key Refinements Based on Testing:

  • Made customization steps clearer based on usability feedback.
  • Repositioned Buy Now, Pay Later (BNPL) visibility to maximize conversions.
  • Optimized live chat placement to reduce support requests.

Launch & Post-Launch Metrics

Goal: Measure success and scale improvements across all product lines.

 

What I Did:
✔ Monitored conversion rates, engagement, and cart abandonment post-launch.
✔ Collected user feedback to refine ongoing iterations.
✔ Scaled successful UX improvements across all product lines.

 

Post-Launch Impact:

  • 25% increase in conversions after UX improvements.
  • 20% reduction in abandoned customizations due to improved configurator flow.
  • More customer engagement with live chat & enhanced support resources.
  • Scalable UX framework applied beyond Monitor Arms to improve the entire digital platform.