[quote]
Our customers are at the core of everything we do, which is why we wanted to make their experiences on FlexSelect richer and easier. With the support of our digital partners Journey, we can deliver best-of-breed solutions for our customers
Tim Pratt, GM Marketing, Power Products and Solutions, Schneider Electric
Case study mode
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FlexSelect was already generating $1M in annual revenue for Schneider Electric, but there was a problem. Customers found the eCommerce tool so frustrating and confusing that they'd often abandon it halfway through and just call their sales rep instead. We knew there was untapped potential hiding behind that poor user experience.
01 The Problem/Challenge
FlexSelect was the digital equivalent of a powerful car with a broken steering wheel. The tool itself was capable \- it could configure complex switchboards and process orders worth millions. But the user experience was so clunky that customers would bypass the digital channel entirely, making orders via phone, email, or through their sales reps instead.
For Schneider Electric, this wasn't just about user frustration \- it was about efficiency. Every abandoned digital session meant more manual work for sales teams and slower order processing for customers. In a competitive industry where speed matters, this was holding everyone back.
02 How We Approached It
We started by talking to the people who actually use FlexSelect \- the wholesalers and contractors trying to configure switchboards under tight deadlines.
Our approach was thorough: in-depth customer interviews, journey mapping, early prototyping, and extensive user testing. We validated every assumption with real customers before committing to design changes. The goal wasn't to make FlexSelect prettier \- it was to make it genuinely useful for people doing complex technical work.
We also conducted conversion rate optimisation research and ROI planning to ensure our improvements would deliver measurable business impact, not just better user satisfaction scores.
03 What Made It Special/Different
Instead of just redesigning the interface, we reimagined how technical product configuration could work for busy professionals. We focused on reducing cognitive load \- making complex technical decisions feel manageable and confidence-inspiring.
The real innovation was in how we balanced technical accuracy with usability. Switchboard configuration requires precision, but it doesn't have to be painful. We created an experience that guides users through complex technical decisions without oversimplifying the underlying engineering requirements.
04 The Reality
We transformed FlexSelect from a functional but frustrating tool into something that customers actually want to use, delivering immediate business impact.
$2.4 million in annual revenue more than doubling the platform's performance within six months
5 international design awards recognising the excellence of the redesigned experience
Increased repeat usage as wholesalers and contractors chose digital over manual ordering
The redesigned FlexSelect gave wholesalers and contractors new opportunities to grow their business quickly in a very competitive industry, whilst reducing manual workload for Schneider Electric's sales teams.
[Client]
Schneider Electric
[sector]
Technology
[team]
