E-COMMERCE FOR SAMSARA
I led design research, strategy, and execution for Samsara’s webstore redesign. Collaboration and a research-led process were key to transforming our MVP into a mature e-commerce platform.
OBJECTIVE
Accelerate passive revenue generation across a broader range of new and existing customers
PROBLEM
Ongoing customer pain points led to high support volume, blocked sales, and tedious admin
METRICS
• Increase conversion
• Increase adoption
• Reduce overhead
• Improve site reliability
• Maintain high CSAT
USERS
New customers
• Sales prospects: admins learning about Samsara’s product offering to make a sign-up decision
Existing customers
• Admins purchasing replacement and add-on devices for fleets with active accounts
HYPOTHESIS
A fully self-service online shopping experience will inspire new and existing customers to have confidence in Samsara webstore purchases.
E2E Redesign: We created a personalized experience that relies on simplicity and in-store education to guide users throughout the in-store journey.
RESEARCH
Qualitative and quantitative research helped us reimagine our personas and define a feature set based on user needs and business goals.
Stakeholder interviews explored Samsara’s sales strategy. I used these insights to design user tests focused on IA and product positioning.
Customer calls highlighted nuances in the admin mindset during the pre-store, in-store, and post-checkout experience.
New customer journey (future state)
We proposed zero-to-one webstore features to address long-standing UX and product marketing pain points.
DESIGN
The new store interprets the end-to-end customer experience through a B2B and B2C lens. Each step in the shopping journey is designed to be useful and desirable.
Art direction
L and R: Personalized landing page
L and R: Product detail - overview page
L and R: Product detail - feature comparison page
L and R: Product detail - installation guide
Checkout - L: Shipping and account setup; R: Payment
In-store education: responsive feature comparison tables help users make informed purchase decisions.
Add to bag: instructional text and learning cues guide users through each step of license and cable selection
Company: Samsara Timeline: 8 weeks for design planning, research, strategy, and execution Core contributors: Lancy Zhang (Product Manager), Will Ginsberg (Senior Engineering Manager), Andrew Ackermann (Design Director), Max Reconeret (VP of Growth), Rohan Marahwa (Growth Experimentation) and Grayson Yokota (Senior Brand Designer) Stakeholders: Dana Chery (VP of Product Marketing), Janu Flores (Creative Director), MacKenzie Ring (Senior Global Sales Manager), Priscilla Liu (Marketing Manager), and Andrew Deagon (Senior Hardware Manager)