Our Work

MacroFab

Key Challenge

MacroFab's challenge was unique: simplifying a checkout process that caters to a wide array of customers, each with different needs and expectations. The process had to be intuitive yet capable of handling the complexity inherent in ordering customized circuit boards.

Client Profile

MACROFAB

North America PCBA Manufacturing

MacroFab, with over a decade in the industry, operates at the intersection of software and manufacturing. They provide tailored circuit boards for various electronic devices, including specialized equipment and everyday appliances.

Accommodating the complexities of circuit board design and procurement of MacroFab’s diverse client base requires a checkout process that is flexible and user-friendly.

Goals & Objectives

MacroFab’s goal was not only to identify the bottlenecks in their current checkout flow but also to gain a deep understanding of how to improve user experience and efficiency.

The objective was to transform their checkout process into a streamlined, intuitive system that would enhance customer satisfaction and boost conversion rates while capturing the nuance of their product lines and use cases.

3Leaf's Approach

Initial Assessment

The 3Leaf team for this client consisted of three specialized researchers immersed into MacroFab's environment. By utilizing the PCB order flow firsthand, we gained critical insights into the user experience and identified initial areas of improvement.

Strategy Development

In the MacroFab project, our team embraced a mixed-methods approach over a two-month period, integrating quantitative and qualitative research to develop a comprehensive understanding of their checkout process. This multifaceted strategy was essential in addressing both immediate investor goals and MacroFab’s long-term business objectives.

Mixed Methodology: At the core of our research was the implementation of a mixed-methods approach, ensuring a more reliable and comprehensive understanding of MacroFab’s checkout process. By integrating quantitative data, like user drop-off points and estimated revenue losses, with qualitative insights gleaned from user interviews and session analyses, we were able to verify the same information from multiple perspectives. This convergence of evidence from different angles not only enhanced the trustworthiness of our findings but also allowed us to paint a detailed and multifaceted picture of the checkout challenges and opportunities.

User Behavior Analysis: Utilizing FullStory Session Analysis, we observed real-time user interactions with MacroFab’s platform. Additional insights were gathered from user interviews and contextual inquiries, primarily conducted via Zoom calls. This comprehensive view of user behavior was critical in identifying pain points and areas for improvement.
User Interviews and Contextual Inquiries: Conducting extensive interviews with a diverse range of MacroFab’s users provided invaluable firsthand insights. These conversations helped in shaping accurate and empathetic user personas, while the contextual inquiries offered a deeper understanding of how users interacted with the checkout process in their natural environment.
Order Data Analysis and Support Ticket Examination: A thorough examination of MacroFab’s order data and support tickets allowed us to identify patterns, trends, anomalies, and common user issues. This analysis pinpointed stages where users experienced difficulties or where there were drop-offs in the checkout process, highlighting areas where the system could be more intuitive or user-friendly.
Journey Mapping: A detailed task analysis led to the creation of a comprehensive customer journey map, outlining each step of MacroFab’s PCB order flow. By examining the process through multiple lenses, including its financial impact, we identified key points where potential revenue was being lost, particularly at various different drop-off points. This journey map, enriched by data provided by MacroFab’s product managers and data science department, became a central tool in our strategic planning.

Through this integrated approach, our team developed a strategic plan that not only addressed the current issues but also paved the way for a more efficient and user-centric checkout experience. Our recommendations for improvement were data-driven, user-focused, and aligned with MacroFab’s business goals, ensuring that our solution would continue to drive value for their development team long after the conclusion of the project.

Collaboration

Our collaboration with MacroFab’s product and data science teams was pivotal. By integrating various data types, from behavioral analytics to qualitative user feedback, we developed a rich, nuanced understanding of the checkout challenges. This collaboration ensured that our findings and recommendations were aligned with MacroFab’s business goals and user needs.

This collaboration was key in several ways:

Data Integration: We combined behavioral analytics, which included user interaction patterns and engagement levels, with qualitative user feedback. This feedback, gathered from interviews and contextual inquiries, provided personal insights and user experiences that were not captured in quantitative data alone.
Alignment with Business Goals: Working closely with MacroFab’s teams ensured that our analysis and subsequent recommendations were in sync with the company’s business objectives. This alignment was crucial for developing solutions that not only improved user experience but also supported MacroFab’s broader business strategies.
Adaptation to User Needs: By incorporating feedback from various departments within MacroFab, we were able to adapt our findings to address the real and diverse needs of MacroFab’s users. This collaborative approach allowed us to refine our understanding of the user journey, ensuring that our solutions were user-centric and practical. This partnership with MacroFab’s internal teams allowed us to bridge the gap between technical data analysis and real-world user experience, leading to a more effective and comprehensive set of recommendations for enhancing their checkout process.

This partnership with MacroFab’s internal teams allowed us to bridge the gap between technical data analysis and real-world user experience, leading to a more effective and comprehensive set of recommendations for enhancing their checkout process.

Outcome and Results

Before and After Comparison

As the focus was on research and strategy, direct UI/UX design comparisons were not applicable. However, 3Leaf empowered MacroFab to adopt UX as a core part of their digital product creation process, which they still use today.

Performance Metrics

Our analysis revealed specific areas in the checkout process where MacroFab was losing potential revenue. By quantifying these losses, we provided MacroFab with a clear picture of the impact of these issues and a prioritized list of actionable recommendations to address them.

Client Testimonial

MacroFab appreciated the clarity and strategic value of the roadmap provided by 3Leaf. The comprehensive research report and recommendations were particularly commended for their potential to guide future enhancements.

Lessons Learned

Challenges Overcome

One of the major challenges was synthesizing a vast array of data into a coherent narrative. Our team successfully integrated quantitative data with qualitative user research, providing a holistic view of the checkout process and its shortcomings.

Insights Gained

This project demonstrated our capability to effectively combine a diverse array of research methodologies and modern analytical tools. The insights gained from this project not only benefited MacroFab but also enriched our own research and strategy toolkit, proving invaluable for similar future projects.

Conclusion

The project concluded with 3Leaf providing MacroFab a comprehensive roadmap for future improvements, including a detailed journey map, a prioritized feature list, and strategic recommendations. This roadmap was designed to guide MacroFab in enhancing their checkout process, ultimately improving user experience and conversion rates.

The insights provided by 3Leaf played a key role in MacroFab's decision to build an internal UX team, marking a shift towards a more user-centric approach in their product development. The relationship between MacroFab and 3Leaf remains positive, demonstrating the lasting impact and value of the research and strategic groundwork laid by this collaboration.