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Customer insight and web design improve CX for an auto glass service company

A national auto glass service provider wanted to redesign two separate websites to improve CX for commercial customers and independent retail partners. To ensure their new sites provided what their target audience wanted, they needed more insight into their customer journey first.
Customer insight and web design work together to improve CX for an auto glass service company


Lack of customer insight
The auto glass service company wanted to improve their customers’ experience on the website, but they didn’t know exactly what their customers wanted. Before redesigning two separate websites, they needed to get clear insight into the current customer journey so they could meet customer needs and provide the best user experience.
Two unique websites
The auto glass service company had two separate websites – one for their commercial clients and one for their independent repair partners. Each customer group had very different goals when visiting the website, and both redesigns needed to be tailored to each group.
Need for increased interaction and engagement
The main objective for both websites was to increase interaction through self-service capabilities, but additional insight was needed to pinpoint exactly what their customers and partners wanted.


Originally, the auto glass service company partnered with Fusion Alliance to design the two new websites that would increase traffic and implement self-service capabilities. However, we saw opportunities to build customer trust and improve CX by pinpointing the exact needs and wants of their target audiences. 

Project goal

Understand the customer journey 

We wanted to know how customers felt about the existing website, what they wanted to see, and the pain points they experienced that brought them to the website to begin with.  

Our solution
  • Conducted interviews with existing customers about their experiences and needs.  
  • Created customer personas that would inspire the design process
  • Examined existing websites for how they stood up against competitors 
Project Goal

Build self-service capabilities into the new design 

Our client wanted to build in self-service capabilities and customer interviews gave us insight into exactly what they wanted from an auto glass service company’s website. We looked at ways we could improve CX while getting quick feedback from the client.   

Our solution
  • Set a minimum viable product for each initiative
  • Designed roadmaps to implement the MVP to keep Fusion and the client aligned on common objectives and goals 
Project Goal

Deliver web-enabled solutions on an expedited timeline 

To hasten time to market, our Agile team knew that working side-by-side with the client’s team on front-end and back-end development solutions would move the project forward quickly without hitting obstacles.  

Our solution
  • Worked within the client’s existing processes to deliver solutions
  • Planned and executed the project within an Agile framework  
  • Provided training and guidance to the client’s team through the entire process to ensure faster adoption of initiatives
  • Used sprint-based development to deliver features for client review more quickly



Mapping out the customer journeys for our clients' separate personas highlighted exactly what they wanted and expected from the website. We leveraged this insight to eliminate friction points, build in self-service options that their customers wanted, and create a highly engaging, positive experience. 

complete customer personas and journey maps
major process automation POCs
websites optimized for customer satisfaction


Focusing on improved CX through self-service features delivers long-term positive impacts for the auto glass service company. These implementations prompt customer action which improves conversion while reducing strain on internal resources. 


Customer engagement


With self-service features, the auto glass service company removes friction from touch points, such as having to call to make an appointment. Instead, customers can make appointments online, check pricing, and connect their insurance information for a seamless, stress-free experience that increases engagement and satisfaction.  

Fusion harnessed Donatos’ robust data practice to turn their data into highly valuable predictive analytics that provided better results for both the stores and their customers.  


Internal resource relief 


Self-service functionality has the added benefit of reducing the number of communications directed toward the customer service and support teams. This minimizes demand and ensures that the customers that do need more intensive assistance can get the attention they need more quickly.  

By providing customer insight before focusing on web design and development and implementing MVPs, Fusion was able to provide proof of concept and expedited adoption of new features that would improve CX and increase customer loyalty. 

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