The Challenge
Businesses selling configurable products often face significant challenges: manual configuration processes are slow and prone to errors, leading to incorrect pricing, delayed quotes, and frustrated sales teams. Existing CPQ solutions, although functional, can be daunting due to their complexity, requiring extensive training and resulting in low adoption rates. The core problem was to simplify the intricate process of product configuration and quoting without sacrificing the powerful rule-based engine that Experlogix CPQ offered. We needed to design a user experience that was both intuitive for new users and efficient for experienced sales professionals.
Experlogix's CPQ UI when the project started (October 2022)
Research & Discovery
Our research phase involved a multi-faceted approach to understand the pain points of current users and the needs of potential new users. We conducted user interviews, surveys, and competitive analysis to gather comprehensive insights.
User Interviews & Testing
We interviewed sales representatives, product managers, and IT consultants to understand their daily workflows, challenges with product configuration, and desired features. Key insights revealed a strong need for visual guidance, real-time validation, and a simplified interface for complex rule sets. More than 100 user stories were addressed, and specific features were tested with an existing client base. This led to the creation of detailed user personas, focusing on their goals, frustrations, and technical proficiency.
This is a real sample of a Usability Testing session for the 'Publish & Import' feature in Experlogix's CPQ; over 50 testing sessions were performed, and the vast majority are confidential.
Competitive Analysis
We analyzed leading CPQ solutions in the market to identify best practices, common pitfalls, and opportunities for differentiation. This helped us benchmark existing features and discover innovative approaches to configuration and quoting that could be adapted for Experlogix CPQ.
Design Process & Solutions
Our design process was iterative, moving from low-fidelity wireframes to high-fidelity prototypes, with continuous feedback loops. The focus was on creating a highly intuitive and efficient configuration experience.
Intuitive Product Configuration
One of the primary goals was to simplify the configuration process. We introduced a step-by-step guided configuration flow, breaking down complex product structures into manageable sections. Dynamic forms ensured that only relevant options were displayed based on previous selections, reducing cognitive load.
Real-time Pricing & Validation
To ensure accuracy and transparency, we integrated real-time pricing updates directly into the configuration interface. As users made selections, the total price would adjust instantly. Furthermore, robust validation messages provided immediate feedback on incompatible options or missing requirements, preventing errors before quote generation.
Streamlined Quote Generation
The quote generation process was optimized for speed and professionalism. Users could easily review their configured product, add discounts, and generate a polished quote document with a few clicks. Customizable templates ensured brand consistency and reduced manual formatting efforts.
Enhanced Visual Design & Component Library
Drawing inspiration from modern design principles, we developed a clean, consistent, and visually appealing interface. A comprehensive component library with over 10.000 custom components and variables was established to ensure consistency across the application and accelerate future development. This included defining clear styles for input fields, buttons, navigation, and data tables, as seen in the provided Experlogix CPQ screenshot.
Outcomes & Learnings
The redesigned Experlogix CPQ interface significantly improved user satisfaction and efficiency. Early feedback indicated a reduction in configuration errors and a faster quote generation time. Sales teams reported a more intuitive experience, leading to higher adoption rates and less reliance on extensive training. Key learnings from this project included the importance of deep user empathy when dealing with complex enterprise software, the power of iterative design, and the critical role of a well-defined component library in maintaining design consistency and accelerating development. Some of the key outcomes are:
Significant Reduction in Configuration Clicks: Through optimized configuration flows and intelligent defaults, the average number of clicks required for a sales representative to complete a standard product configuration was reduced by an impressive 35%.
Accelerated Quote Generation Time: By refining the user interface for real-time pricing updates, minimizing page reloads, and providing clearer progress indicators throughout the quoting process, the overall time on task for generating a quote saw a 25% decrease.
Boost in Sales Conversion Rates: The combined effect of faster, more accurate quotes and an intuitive user experience led to a 15% increase in sales conversion rates.
Secured High-Profile Client Engagements: The enhanced capabilities of Experlogix CPQ directly contributed to securing critical contracts with major industry players, demonstrating the platform's robust enterprise readiness and improved user appeal. These wins include: A multi-year partnership with Volvo, a strategic agreement with Toyota's production lines, and a significant contract with Swecon, revolutionizing their heavy machinery sales process with precise configuration and dynamic pricing.
Experlogix CPQ's Case Studies
VOLVO — MALIBU BOATS — TOYOTA — SWECON
