Redefining Cross Connect ordering
Role
UX Designer, UI Designer
years
2021–2022
Challenge
Cross Connect, sold both via account managers and customer portal, suffered from difficult ordering process and confusing offering.
Solution
Redesign and simplification of Cross Connect's online ordering, including adoption of the company's design system—QUIX.
impact
Decreased conversion time by ~21%.
Increased online order volume against account manager sales
Increased Customer Satisfaction score up to 4.3/5.0
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 be filled manually.
Pain Points
Single page UI
Information overload
Only supports standard Letter of Authorization (LOA)
Need to rewrite information from Letter of Authorization (LOA) manually
Moreover, several additional factors played an important role and led to advocating for the redesign.
Research
To better understand how Cross Connect works, I've visited Equinix's data centers in Warsaw - IBX WA1 and IBX WA3. Also, together with the UX research team, I have conducted three usability test rounds to better understand the users' as well as stakeholders' perspectives.
Solution
To address identified issues, I have proposed a solution that significantly reduces 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 utilization of standard LOA
My contributions
Adopted the Equinix’s design system to the redesigned Cross Connect order.
Overhauled the ordering process from a legacy single page form to a new more user-friendly experience.
Simplified the Cross Connect products portfolio by merging all closely related products into a single ordering process.
Introduced generative AI features that decreased manual work in the Cross Connect orders.
Supported the SCRUM team throughout the whole development process.
Monitored a users behaviour via web analytics in the new Cross Connect process after the release to production.
