Reimagining the buying experience through a human-centered approach

We partnered with MWI Animal Health to increase sales by making improvements to the online buying portal and the internal sales representative tool that would increase efficiencies in the ordering process and improve customer experience and satisfaction.

MWI Animal Health is one of the largest business-to-business (B2B) distributors of veterinary supplies in America, growing into a $4 billion company over the past 40 years. Over that time, MWI built a strong customer base that relied heavily on MWI sales representatives to place large, complex phone orders from a catalog of more than 30,000 products. Because of outdated systems, MWI sales reps spent too much time navigating inefficient workflows rather than driving sales and high-quality service.

MWI initially asked Ogilvy to transform the overall experience of its e-commerce site, with a goal of increasing online sales by 20 percent over three years. However, our research revealed an additional opportunity: to transform how sales reps worked by unifying and simplifying their disparate processes, sources, and workflows into one easy-to-use customer service platform.

Customers and sales reps deserve excellent experiences

To fully understand the needs and behaviors of MWI customers, we conducted on-site interviews with doctors, managers, and technicians from small animal clinics to large production facilities. We also conducted in-depth interviews with internal and external sales reps and other stakeholders. After synthesizing the data, it became clear that both customers and sales staff needed a robust, integrated means to simplify the process of locating, researching, purchasing, and organizing an expansive selection of often complex products.

We need our service reps to spend less time in the system taking orders and more time listening to and serving our clients. We need a high-touch level of service, which means that we need to reduce the cognitive load on our service reps by simplifying their tools.

— MWI Animal Health

Design and technology working hand in hand

Key requirements uncovered in our research were translated into clear strategies for the new online commerce design, content, architecture, and technology. Our team focused on providing a reliable search experience, meaningful and well-organized product information, support for multiple carts, and order status tracking. We partnered with MWI’s IT team to ensure integration with practice and inventory management software and assisted in the selection of content management system (CMS) and search tools, which were implemented by our development partner.

Ensuring a successful launch via change management

With a completely new e-commerce experience for customers and internal sales reps, a strong product launch and rollout plan was crucial to ensure adoption and success. Leveraging our research insights, we designed product tours, a communication plan, and internal training sessions to prepare for launch.

I had the pleasure of working with this team from initial vendor selection all the way through the development phase so far. From day 1, this team has shown energy, excitement, true passion, and dedication for what they do, and it is apparent with every interaction and every deliverable. This team is professional, knowledgeable, thorough, committed to quality, and just plain fun to work with! I feel like they are truly an extension of my team.

— Marianne

Product Owner, MWI Animal Health

92% greater efficiency adding products to cart

MWI asked us to deliver a transformative digital experience that mirrored the company’s exceptional customer service, as well as a governance and design system to support ongoing measurement, testing, and improvement. Our efforts showed significant results:

• The number of screens required to add an item to the cart was reduced from 16 to two.

• The number of actions required to add an item to the cart was reduced from 38 to three.

• We established a system that is available 24/7 that empowered customers.

• We significantly increased the capacity of sales representatives to provide superior customer service.