HenryWarleys

To design a seamless and efficient digital platform that enhances the buying experience for distributors, retailers, and construction firms purchasing cement from HenryWarleys.

Project Overview

Project Name

HenryWarleys

Role

UX Researcher, UI/UX Designer

Duration

4 Months

Platform

Web, Mobile

Background

HenryWarleys is a Nigerian cement manufacturer with a vast distribution network. Despite its dominance in the industry, the company faces operational inefficiencies in order processing, shipment tracking, and customer communication. Many customers rely on phone calls and in-person visits for transactions, leading to delays and errors.

Problem Statement

HenryWarleys is a Nigerian cement manufacturer that needs a seamless digital ordering and tracking system because its current manual processes cause inefficiencies, miscommunication, and customer dissatisfaction.

Goal Statement

Our digital ordering and tracking platform will let users place orders, track deliveries, and receive real-time updates, which will affect distributors, retailers, and contractors by streamlining order management, reducing delays, and improving customer satisfaction. We will measure effectiveness by tracking order completion times, user engagement metrics, and customer feedback ratings.

UX Process

User Research

Analysis

Prototyping

Testing

User Research

Competitive Analysis

Audit Goal

To analyze key competitors in the cement manufacturing and distribution industry to identify strengths, weaknesses, and opportunities for HenryWarleys' digital platform. This will help benchmark industry standards and uncover potential gaps in the market.

Direct Competition

Dangote

Unique Selling Point: Market leader with extensive distribution network
Strength: Strong brand recognition, reliable supply chain
Weaknesses: Limited online order tracking features
Opportunities: Expand digital solutions to enhance customer experience

Lafarge

Unique Selling Point: Advanced digital ordering system
Strength: User-friendly platform, transparent pricing
Weaknesses: Limited customer support responsiveness
Opportunities: Improve support features and automation

BUA Group

Unique Selling Point: Quick order processing and competitive pricing
Strength: Mobile-friendly website, fast delivery
Weaknesses: Less robust delivery tracking system
Opportunities: Implement real-time tracking features

Indirect Competition

Julius Berger

Unique Selling Point: Integrated construction and material supply services
Strength: Strong infrastructure and reliability
Weaknesses: Higher pricing, focus on large-scale projects
Opportunites: Offer competitive pricing for smaller distributors

Jumia

Unique Selling Point: Online marketplace with diverse product categories
Strength: Robust logistics and user-friendly interface
Weaknesses: Limited specialization in cement
Opportunities: Partner with cement manufacturers to expand B2B sales

Kobo

Unique Selling Point: AI-powered logistics and delivery services
Strength: Efficient supply chain and real-time tracking
Weaknesses: No direct cement selling
Opportunities: Collaboration for optimized cement delivery services

Key Insights

Most direct competitors have digital platforms but lack seamless order tracking and customer support integration.
Transparency in pricing is a major concern among users and varies across competitors.
Indirect competitors like Jumia and Kobo360 provide opportunities for partnerships to enhance distribution and delivery.
Mobile accessibility and ease of navigation remain crucial differentiators.

Analysis

Target Users

Corporate Users (Large Construction Firms & Distributors)

Large-scale companies requiring bulk cement orders for infrastructure and real estate projects.

Individual Buyers (Home Builders & Small-Scale Contractors)

Individuals managing personal construction projects or small contractors handling minor jobs.

High Net-Worth Individuals (HNIs – Real Estate Developers & Investors)

Wealthy individuals involved in large-scale property development or investment in real estate.

Middle-Class Users (Retailers & Small Business Owners)

Small business owners selling construction materials or managing smaller-scale projects.

Starters (First-Time Builders & Aspiring Contractors)

Individuals building their first home or newly established contractors.

"Timely delivery is everything in construction. One delay can cost us millions and push back entire projects."Age: 45Occupation: Procurement Manager at MegaBuild ConstructionsLocation: Lagos, NigeriaIncome Level: High

Ahmed Bello

Ahmed oversees the procurement of building materials for MegaBuild, a leading construction company handling large-scale infrastructure projects. He ensures materials arrive on time to avoid project delays.

Goals

Bulk order placement with scheduled deliveries.
Real-time tracking of shipments.
Dedicated customer support for high-priority clients.
Transparent bulk pricing and easy invoice management.

Frustrations

Delays in order fulfillment leading to project setbacks.
Lack of real-time inventory updates.
Inefficient communication channels with suppliers.

"I just want to buy cement at a fair price without the stress of bargaining with multiple suppliers."Age: 38
Occupation: Civil Servant
Location: Abuja, Nigeria
Income Level: Middle-High

Ifeoma Okeke

Ifeoma is building her first home and wants a seamless way to purchase cement and other materials without relying on middlemen. She values transparency in pricing and reliable delivery services.

Goals

Ability to order cement online without visiting multiple vendors.
Flexible payment options for managing her construction budget.
Clear pricing and product details before making purchases.

Frustrations

Difficulty accessing real-time pricing and stock levels.
Uncertainty about delivery timelines.
Fear of being overcharged due to a lack of industry knowledge.

"I don’t just buy cement; I buy reliability. If my supply chain fails, my projects suffer."Age: 50Occupation: CEO of Eze Realty & PropertiesLocation: Port Harcourt, NigeriaIncome Level: Very High

Chukwudi Eze

Chukwudi is a real estate investor managing multiple luxury housing projects. He prioritizes seamless logistics and high-volume cement supply to meet project deadlines efficiently.

Goals

Premium customer service and priority deliveries.
Exclusive discounts for bulk purchases.
A seamless logistics and supply chain experience.

Frustrations

Unreliable supply chain leading to costly project delays.
Need for a customized, VIP-level experience.
Managing multiple construction sites with varying cement needs.

"If I don’t have cement in stock, my customers will go elsewhere. I need a supplier I can count on."Age: 32Occupation: Owner of Adekunle Cement & SuppliesLocation: Ibadan, NigeriaIncome Level: Middle

Funmi Adekunle

Funmi owns a small business selling cement and construction materials. She relies on a consistent supply chain to meet customer demand and remain competitive.

Goals

Competitive pricing and bulk purchase discounts.
Reliable supply chain for steady restocking.
Order financing options for bulk purchases.

Frustrations

Struggles with inconsistent supply, affecting her business.
Cash flow issues preventing large bulk purchases.
Difficulty comparing prices from different suppliers.

"I need affordable, high-quality cement to build my reputation as a trusted contractor."Age: 28Occupation: Junior ContractorLocation: Enugu, NigeriaIncome Level: Low-Middle

Emeka Obi

Emeka recently started his contracting business and is eager to establish credibility in the industry. He is looking for reliable suppliers and affordable materials for his small-scale projects.

Goals

Educational content on cement usage and best practices.
Budget-friendly options and installment payment plans.
Simple and guided ordering experience.

Frustrations

Lack of knowledge about product types and ordering processes.
Budget constraints and difficulty managing costs.
Struggles with finding reliable suppliers.

Prototype

Web

Mobile

Testing

Conducted usability testing with selected users.

Feedback was gathered and iterated to enhance user experience

Conclusion

The digital solution designed for HenryWarleys significantly improved the user experience. The platform reduced manual errors, improved order efficiency, and increased customer satisfaction, aligning with business goals of HenryWarleys.

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