Strengthened Sealed Air’s digital product catalog to arm external sales reps with compelling, responsive content to promote and increase sales of Bubble Wrap and related packaging products

• Synthesized feedback from stakeholder and sales rep interviews to align on key problems with existing sales materials and friction points in the sales pitching and quoting processes

• Validated design concepts in usability tests with sales reps using clickable prototypes of sales catalogs with new shareable product content: compelling statistics, product value propositions, videos of products in action, pricing/ordering information, and ways to filter/recommend products based on solving key customer problems like reducing damage or filling box voids

• Executed a clear outcome-oriented product roadmap for responsive MVP that took over .com

problems:

• external packaging sales reps and their warehouse shipping customers have multiple vendors to choose packaging products to buy/sell from, and the product sales information available to them is generic, outdated, and hard-to-locate when they need it.

• sales reps often pitch the products they can remember off the top of their heads; they don't like lugging around binders full of physical brochures - they want quick videos and images of products in-action, and it can be daunting to learn about and recommend newer products without updated product information.

• customers want packaging products that solve their shipping problems (like reducing shipment damage and filling empty box voids) but they're limited to the products their sales reps pitch them.

goal:

arm external sales reps with easily-accessible product content to ultimately sell more product more often, increasing featured products' bottom-line revenue

outcomes:

• access high-quality, bite-sized product content (statistics, value propositions, products-in-action clips, brochures and ordering information)

• filter/recommend product solutions based on solving key customer problems

• learn about related products with similar applications and materials

• share featured product information and pricing details to customers

product features:

• responsive brand, product and solution pillar content pages

• related product recommendations based on attribute assignment and matching

• business-focused product content management system with global capabilities

• product and brand-level PDF document hosting

lessons learned:

• it’s better to invalidate risky ideas with user tests early before building anything

• focus on improving low- to mid-level performing user behavior before turning focus on high performers

• it’s worth it to spend extra time and effort curating bite-sized/right-sized content