Case Studies / CAPSA Healthcare
Healthcare
Business Intelligence
Corporate IT
Web App Development
Switchbox built a custom visual product configurator for CAPSA Healthcare that guides customers through complex medical cart configurations online—reducing phone time, increasing order accuracy, and integrating directly with Salesforce.com for lead tracking. Success led to 3 additional product configurators.
0M
Unique configurations supported
0 days
Time to complete
0
Unique product configurators launched
0 min
Reduction in time per order
The Challenge
Complexity was killing conversion
CAPSA Healthcare makes a variety of medical carts that support an incredible number of configurations. Each product allows for a high degree of customization, add-on items, and other options that make each product unique.
While this level of customization is key to selling their products, it also made each sale difficult. Customers had problems understanding their options while on the phone or even face-to-face with a sales rep. Potential orders online were often not placed because customers were unsure of exactly what they were getting.
A simple, easy-to-use, easy-to-understand online web tool was needed to assist customers in the buying process.
Our Approach
Designing clarity into a complex product catalog
Switchbox partnered with ForeFront Web (a Columbus, OH-based design firm) and worked closely with CAPSA’s sales, marketing, and internal IT teams to understand the full scope of product configurations and the buying friction users were experiencing.
We mapped out the complete decision tree required to navigate CAPSA’s options, designed an intuitive visual UI that could guide customers through each choice, and scoped a Salesforce.com integration that would route online configurator leads directly to the sales team.
What We Built
Building the visual configurator
The final solution was launched as a completely custom web application that tied in with the sales team’s CRM and internal product database. The configurator provided a rich, visual UI allowing customers to see their configuration come together in real time.
Orders from the configurator moved directly into the Salesforce.com database to track online leads, eliminating manual handoff and reducing the time each rep spent per order. The project was so well-received that 3 additional custom products were also designed and launched as online product configuration tools.
The Results
Increased orders, time saved
The project was an instant success as measured by increased orders, reduced customer time on the phone, and more accurate order fulfillment.
The configurator supports 27 million unique product configurations, was completed in 57 days, and reduced the time spent per order by 43 minutes—freeing up significant capacity across the sales team. The success of the initial tool led directly to 3 additional product configurators.
Scaling one experience across a lot of locations?
That is the kind of problem we like. Let's talk about what it could look like for you.
Start a Conversation