CREUNA / VESTAS (2016 - 2018)
Shop Vestas: Taking 25.000 turbine parts online
As a UX consultant, I helped Vestas move sales of turbine spare parts from offline to online. Over a 2 year period, the website evolved from a gated early version to a public, best-in-class multilingual webshop with over 25.000 spare parts from multiple vendors.
Context
Vestas is a frontrunner for digital customer experiences in the wind power industry. Shop Vestas is a part of Vestas’ digital ecosystem “Vestas Online”, a one-stop shop for self-service tailored to the individual customer and their needs. When I joined the project in 2016, the website was in the very early stages; everything was gated behind a login, only basic commerce features were established and user adoption was limited. Over time I helped improve the site to offer a tailored B2C-like buying experience in a complex B2B context:
- Optimized search, filtering and “quick add” functionality
- Multiple vendors (each with individual product ID’s for the same parts)
- “Request a quote” functionality or order directly
- Products with subcomponents
- Alternative product recommendations
- Customer-specific selection, pricing and stock information
- 6 languages
Role
As a UX consultant at Creuna, I helped realise Vestas’ ambitions, acting as both lead UX and UI designer on Shop Vestas.
This entailed clarifying business requirements and user needs, drawing early visualisations as well as the final UI, documenting user stories and doing QA on the final implementation. Since the solution was integrated into Vestas’ SAP system, the role required a thorough understanding of different technical decisions in order for the team to understand any implications for the user experience.
For instance, I would visualise and explain how a change to stock information would affect different areas of the site, including all the scenarios on variants of the product page.
Solution
The immediate feedback from customers was clear: Shop Vestas improves efficiency from purchaser to technician which ultimately helps maximise turbine uptime. After launch, the number of orders on the platform increased by 20% each quarter on average. For some business units, 85% of all sales happened on Shop Vestas.
Due to the confidential nature of the business, I am unfortunately not able to show many screenshots and only the ones showing features that are publicly available.
