S. Supplies
Designing for the moment of doubtnot the moment of search
30%less support load
Research and strategy for a building materials distributor: support analysis, contractor interviews, a product selection flow and tools.
S. SuppliesResearch and strategy
The challenge
Where it started
"Contractors can't find the right product." Support was overloaded and sales spent their time answering it.
The turn
- The brief
- They can't find it
- What was in the way
- What if I choose wrong?
Insight
Contractors found the product, then called to ask if it was the right one.
The moment that mattered wasn't search. It was the second before committing, when a wrong choice means a failure on site with your name on it.
What was done
Scope
Support analysis · Contractor interviews · Selection flow · Tools
- Finds the product
- “What if I choose wrong?”
- Calls support
The moment that mattered was the second before committing, not the search.
01
Read the doubt
Support tickets, sales emails and technical logs, plus interviews with contractors and facility managers.
Concept visual02
Organise by project, decide in place
Products grouped by project type, with calculators inside the selection step.
How do you want to continue?
Simple job
Do it yourself
Order for this jobComplex job
Talk to an expert
Check with an expert03
Two clear exits
Self-serve for simple jobs, an expert handoff for complex ones.
Result
The outcome
30%less support load
Support calls dropped sharply, and the sales team got its time back for new business. The site became a decision tool, not a catalogue.
What this case teaches
Information doesn't remove risk. Design for the moment someone has to commit.
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