Esports Supply Business Quoter
UX Research
UI Design
Business Solution
Selected Outcome
Qualified & Self-Scoped Sales Lead
Role
Designer (Web UI & UX)
Timeline
Discovery - Design Phase
Lifted Logic set out to build a new marketing website and E-commerce platform for Esports Supply. Early in the discovery phase and initial design phase, the focus shifted toward accelerating the high-touch sales cycle and removing friction from lead onboarding.
The outcome of the final product did not move forward with the business quoter, e-commerce, and the research for the project was cut short.
The process below includes my initial discovery questions and design before retroactively adding more research and redesigning the product to make sense for the desired outcome.
The problem
Time lost per call
30-45 minutes
Spent on
Qualification, not recommendation
Root cause
No structured intake before contact
After discovery and while designing the site, I noticed the connection. The client had a qualification problem in their sales process and a product catalog being built at the same time. I asked, could those two items be one thing?
The scope expanded and then the quoter came from the work, not the brief.
Process Label
Insights derived from sales rep discovery and process sessions. These findings served as the primary requirements for the proposed solution.
Three Pain Points Called Out
Internal Sales Process
Why a business quoter?
(rather than an improved contact form, a chatbot, a downloadable guide, or a rep-facing CRM tool?)
Three things pointed specifically toward a self-service quoter:
· The discovery findings described a sales process where the first one to two calls were almost entirely qualification work. They would collect the same information every time before a rep could recommend anything.
· Lifted Logic had existing infrastructure for building quoter tools into client websites.
· The client's internal sales process mapped almost perfectly onto a structured question sequence.
Initial Design
The quoter was built upon existing framework and logic to save time, money, and remain within the client scope.
Internal Sales to Step Progress Bar
The start of the quoter was meant to help the user explore their options, build trust, and simplify the selection process with a cart full made to order.
Visualizing the User-Journey
Leads decision to reach out to Esports Supply likely when:
· "Is there strong student/enrollment demand? YES"
· "Do we have leadership support + strategic alignment?"
Retroactive Process Label
The user journey was constructed from retroactive third-party community (such as Educause, University case studies, Reddit (recurring questions, concerns, misconceptions, staffing challenges,) Esport Director, etc) Interviews research to piece together the most likely standard school admin journey.
School admins would likely not rush to order the equipment from this quoter alone. They would eventually still need to run the numbers internally with leadership and talk with Esports Supply.
Retroactive UX for the Initial Purpose
Redundancy before Redesign
The original quoter encouraged users to build a custom system from the start:
· Resulting in an experience that behaved more like an ecommerce product filter
· School administrators and new buyers were often asked to make decisions about GPUs, brands, and performance tiers before understanding what equipment was actually needed
Retroactive UX for the Initial Purpose
The new system aimed to redirect the flow to meet the expectation initially set: Educate potential leads and set expectations by letting them build their own quote.
Question should either:
· materially improve quote accuracy
· remove significant future work
· personalize recommendations
Otherwise it should be removed.
I reorganized the step progress bar and the flow of questions with progressive disclosure and expertise-based branching in mind.
This makes the start of the quoter less redundant and the experience less complex for the average school admin.
Step Progress bar
Progress bar items reduced from 6 to 4 with clear end result.
First Set of Questions
The number of stations helps decide if this is for an individual or group program.
Designed for School Administrators First, Flexible for Advanced Users
This creates a faster path to a realistic budget estimate while still allowing advanced users to switch into a fully custom configuration experience when desired.
