Redefining Cross Connect ordering
Challenge
From 2021 Equinix strived to simplify its products portfolio and increase online sales importance. Cross Connect, a product mostly sold via sales representatives and customer success managers, required an overhaul of its online ordering.
Solution
I led the redesign of Cross Connect's online ordering process, including adoption of company's design system - QUIX.
Intro
Cross Connect is a cabling necessary to establish a direct link between two separate hardware units in a data center. When a customer orders Cross Connect, a data-center technician, employed by Equinix, physically connects the two servers of the same or two different companies with a cable. This is one of the most basic methods that companies can exchange data in the data center.
Background
In 2021 Cross Connect could be ordered online via a lengthy, single-page form that had to filled manually.
Single page UI
Information overload
Only supports standard LOA
Need to rewrite information from LOA manually
Moreover, several additional factors played an important role and led to advocating of the redesign.
Research
To better understand how Cross Connect works, I've visited Equinix's data centres in Warsaw - IBX WA1 and IBX WA3. Also, together with UX research team we have conducted numerous research efforts to better understand the users as well as stakeholders perspective.
Solution
To address identified issues, I have proposed a solution that significantly reduced manual work and initial information overload.
Multiple page process
Progressive disclosure of complex forms
Supports digital LOA
Information automatically pulled from the digital LOA
Introduces AI to speed up utilisation of standard LOA
Outcomes
Increased customer satisfaction (measured in post-submit survey in customer portal)
Decreased conversion time (tracked in Amplitude Analytics)
Increased volume of online orders.
