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A digital redesign improves 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 turned to Fusion Alliance for more insight into their customer journey.



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. The company wanted to pinpoint what services and functions their customers and partners wanted to see on the website that would Improve CX. 



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. 

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

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, including what kind of interactions and functions they wanted to carry out. 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

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 clients' 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


Increased customer engagement

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. 


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

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