LAUNCHED

February 2016

ROLE

Design Lead
Interaction Designer

AGENCY

Planet Argon

The Challenge

Screaming Circuits, a prototype printed circuit board assembly facility, approached a need in the summer of 2014; an overhaul on their back-end framework and a team that could push their project along. The project began in a three part process including a new user focused design strategy, content strategy and a new backend framework to support and iterate. 

The challenge was to create an application that helped engineers make informed choices, and edged Screaming Circuits ahead of their competitors.

Their quoting process limited users to only complete part of the form, before putting a barrier to entry by forcing them to create accounts. The application, and quoting process, was made by engineers for engineers, but we found in research, most engineers never knew the full capabilities of Screaming Circuits, because it was hidden within the form fields. Additionally, most engineers still had difficulty using the form, and had frequent calls with customer service to refine and revise their order.  Drop-offs were frequent, as were misquoted forms due to human error. This was costly on their business and a change was needed. On top of that, as domain experts, information was scattered and hard to find, the homepage itself didn't even have a single message of who Screaming Circuits was and what they provided.

1.

The goals of the project were not only to update the framework, but to be a resource for people entering the site. We heard user feedback that ordering sometimes felt like a waiting game, they were never sure when their prototype would be shipped. At the same time, they never used the site as a guide, and relied more on their own resources or another competitor. 

After researching and creating a draft workflow, I collaborated with the Screaming Circuits team to determine how to simplify and also up-sell their business. We created a process that simplified, but also guided and informed the user.

2.

The online quoting workflow was the most complex by far, and I collaborated with the client to ensure we uncovered as many design ideas and solutions through the complexity. I ensured that where possible, the form would use smart logic to enable users to input and have the form guide them to their specifications. Fields were more user friendly and guides in themselves.

Once ordered, I wanted to ensure the process internally at Screaming Circuits was clear to the person who ordered. They'd see where in the queue their prototype was at, and know exactly when they should be receiving it. Giving them this information would build trust and confidence that Screaming Circuits was the right choice. 

3.

Apart from the quoting  new resource center contained all knowledge articles, how-tos, tips and tricks, pulling out helpful articles hidden through out the site and blog. To update the brand and tell the message, we redesigned all of the marketing pages, giving more story to the company - showing people instead of stock imagery of fiber optics.