Bulldog Pipe

Bulldog Pipe Project Overview:

• The Product: Bulldog Pipe specializes in the manufacturing of HDPE conduit pipe which cater to a variety of industries, including the power utility sector, telecommunications, and electrical industries. Their products are renowned for their durability, malleability, and resistance to environmental changes.
• Project Duration: 2 months.
• The Problem: Many of Bulldog Pipe’s potential clients from the aforementioned industries find it challenging to locate and select the precise type of HDPE pipe they need for their specific requirements, given the vast range of sizing options available. They often find product websites lack information and are outdated, which leads to a drop in potential sales and dissatisfaction for users.
• The Goal: The core objective of this case study is to simplify and optimize the user journey for selecting and purchasing HDPE pipes, thus enhancing the overall user experience and increasing conversions.
• Our Role: UX Designer.
• Responsibility: As UX designers, our role encompasses understanding the user’s pain points, conducting comprehensive user research, designing intuitive user interfaces, and implementing feedback to refine the user experience.

Understanding the User:

• User Research: To get insights into user behavior, the following UX metrics will be employed:
  1. Time taken to locate a specific HDPE pipe type.
  2. Abandonment rate of the product selection process.
  3. User feedback on the navigation and product selection process.
  4. Conversion rate of product inquiries.
• Summary: Most users are industry professionals who have a technical background. They seek efficiency in product selection and value clarity in product details. Their primary aim is to identify and procure the right HDPE conduit pipe with minimal hassle.
• Pain Point: Users often get overwhelmed by lack of information on the web and lack clear guidance on which HDPE pipe fits their specific needs, leading to confusion and potential loss of sales.
• Personas:
  1. Anna, the Telecom Engineer: Anna works for a leading telecommunications company. She is tech-savvy and knows exactly what she needs but struggles with the multitude of choices presented without clear differentiation.
  2. Mike, the Power Utility Manager: Mike is responsible for sourcing materials for large-scale projects. He needs bulk orders and values clear information and easy navigation to make quick decisions.

Problem Statements and User Journey:

• Problem Statement: “Users need a user-friendly way to explore the website, view available HDPE pipe options, and access contact information related to each product, allowing them to quickly and confidently select the ideal pipe for their needs.”
• User Journey Map:
  1. Discovery: User visits Bulldog Pipe’s website.
  2. Consideration: User browses the HDPE pipe page.
  3. Decision: User finds the right product size they need.
  4. Action: User makes an inquiry or purchase.

Client Expectations: Bulldog Pipe sought to establish a connection with their customers with an emphasis on their veteran-owned status and prioritizing family. The website was created to feature their mascot, Liberty the Bulldog, and showcase the company’s expertise.