From: Selling Stationery Online
To: The ‘Rewarding Workplace’ Company
Quill is a billion dollar US based, B2B direct-to-consumer office supplies company, but their potential for growth was limited by low brand awareness, increasing competition and a promotion-heavy experience. Quill realized it could lean into what it was most known for, its rewards and its people. They revised their strategy, and committed to becoming “The Rewarding Workplace Company”. Quill undertook a Brand Refresh, a Redesign and Rebuild of their E-commerce platform and a Restructuring of their Loyalty Program.
Customers seek more than products – instant savings for their budget and workplace gifts, not just for themselves but also for colleagues. This necessitated changes to their ecommerce, membership, app and loyalty experience.
Our Approach
To better understand how and why customers shop with Quill, we hosted IDIs (In depth Interviews) with the senior leadership team, the salesforce, and customers, and conducted a scan of Quill’s CX to build a robust view of the full customer journey, focusing on current and potential pain points.
As Quill’s growth was being constrained by a focus on the purchase stage of the customer journey and by primarily catering to the refill shopping occasion, we identified three occasions where Quill has permission to play.
We then applied our strategy and brand to our CX, conceptualizing opportunities to drive engagement with customers.
Ecommerce
We led the redesign of the ecommerce website from it’s foundation, designing components, modules and ultimately templates. Simplifying and optimizing navigation, implementing consistent and repeatable design patterns, made finding deals, searching for products, adding items to cart and checking out simpler and more rewarding.
Loyalty & Membership
Quill simplified its points structure, gamified earning, and leveraged past purchases to make rewards more relevant. We reorganized the Rewards Center and integrated rewards redemption into checkout, ensuring every purchase could redeem a reward even before sign-up. We also helped simplify their membership strategy by restructuring tiers and offers, making the program easier to understand
Automatic Ordering
Traditionally, customers relied on the website for weekly orders, but the refill process often began in the stock room. Armed with notepads, customers navigated through boxes and shelves, marking down needed items—an occasionally time-consuming task with room for error.
To address this, we proposed a comprehensive digital solution for stock room organization:
Seamless App Integration: Customers can leverage the Quill app to create lists and automatically add items while in the office or stock room, streamlining the ordering process.
Voice-Activated Efficiency: Utilizing smart speakers, customers can add items in real-time while in the stock room, enhancing speed and convenience.
Automated Stock Room: Through collaboration with Quill, an automated stock room was implemented, accompanied by a strategic redesign for automatic list building and purchasing.
This transformative approach not only boosts operational efficiency but also elevates the overall mobile ordering experience for Quill's customers.
My Role:
Leading a dynamic team of creatives, business consultants, and brand strategists, my primary focus was spearheading the customer experience strategy. This encompassed conducting qualitative research, mapping customer journeys, and facilitating client interactions. Building on these insights, I crafted the core experience parameters and provided the initial wireframes and new journey. These served as a blueprint, guiding our creative team in expanding and refining the envisioned customer experience.
Team:
Lead, Customer Experience and Digital Strategy: Kevin Hisko
Business Consultant: Andrew Lee
Creative Direction, Digital: Bronwyn Anderson
Creative Direction, Brand: Ocean Ronald
Creative Direction Enviro: Cristiano Cartolano
Senior Art Director: Lora Leclair
Writer: Andy Lyberopoulos