A Leap into B2C eCommerce
Balfour & Co. a leading name in scholastic wear and commencement products, embarked on a bold digital transformation journey to break into the B2C market. I led this initiative as the Manager of User Experience, ensuring that business goals and user needs were aligned every step of the way. From launching a net-new eCommerce site to redefining internal team dynamics, this project marked a turning point for Balfour’s digital growth.
Setting the Scene
My role: User Experience Manager
I led the digital transformation, ensuring a user-centered approach was at the heart of this shift.
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Balfour Co., known for its B2B success in scholastic wear and commencement products, sought to expand its reach into the B2C space. The company had a vision of creating an engaging digital catalog showcasing collegiate gear, spirit wear, and home goods, transforming its business model to resonate with individual consumers. The challenge? Integrating two distinct product lines (B2B and B2C) into a unified, seamless experience that would increase conversions and bring new revenue streams.
Objectives & Goals
The main objective was to build a new digital product catalog for customized gear, aligning two separate experiences—B2B and B2C—while supporting diversified product assortments. We aimed to establish baseline KPIs for B2B traffic and conversion while increasing B2C engagement and conversions to above 3.5%, outperforming industry standards.
The Challenges
Initially, we faced hurdles in establishing a cohesive digital product experience. The company had no prior experience in B2C eCommerce, and the existing marketing and development teams operated in silos. Collaboration between marketing, design, and development teams was unfamiliar, and many didn’t understand digital product workflows, particularly regarding mobile optimization, SEO, or accessibility. I saw my role evolve into a blend of product management and user experience, leading the charge to fill these gaps and ensure success.
The Approach: Test and refine
We dove deep into research and testing, running card sorts to understand product lines and how best to organize them in a user-friendly way. Through tree testing and dendrograms, we created a clear, intuitive site navigation. I emphasized user testing to ensure the experience resonated with our audience, particularly focusing on mobile since Balfour had previously neglected this channel. I also worked directly with developers, teaching them mobile best practices and fostering collaboration between design and dev teams.
The Strategy: Becoming Mobile First
To build a truly mobile-first experience, I brought in a mobile design specialist to focus on the nuances of user interactions on smaller screens. I also fostered communication between the CMS (SiteCore) and eCommerce (Magento) development teams to ensure a cohesive, branded experience. We hosted regular 1:1 architecture meetings with mobile SMEs and integrated feedback loops to continuously iterate and improve.
Implementation
We worked in an agile environment, using tools like Sketch, Zeplin, and Jira to keep the project flexible and dynamic. With the SiteCore CMS and Magento eCommerce platform working concurrently, my role as Product Manager allowed me to fine-tune processes, prioritize tasks, and ensure that all teams—design, development, and marketing—were aligned and on schedule. Our sprint cycles were tight, and we adjusted rapidly to changing demands, delivering a cohesive eCommerce experience across desktop and mobile.
Outcomes
The B2C site launch was a success, driving increased brand awareness and revenue. The mobile conversion rate sky-rocketed to nearly 6%, far surpassing our 3.5% goal. Mobile traffic jumped by 32%, and the positive results set the stage for further digital transformation within Balfour. The eCommerce success led to the replication of our codebase for a sister property focused on family jewelry, further expanding our digital reach.
Lessons Learned
This project underscored the importance of setting clear business goals and measuring success early on. The focus on user-centered experiences through A/B testing and deep dive conversion analysis helped us identify winning strategies. Although the process wasn’t without its challenges—hiring a SiteCore consultancy earlier would have saved time—our efforts led to a successful digital transformation, building both confidence and expertise within the team.
Conclusion: Users are the Future
The Balfour digital transformation was more than just a new eCommerce site; it was a shift in mindset and process. It empowered teams across the company to embrace digital innovation and adopt a more collaborative approach to product development. With mobile-first design, continuous iteration, and a deep commitment to user-centered thinking, we built a foundation that will continue to serve Balfour’s future growth in the digital space.