Workshops and research streamlined sales tools and reduce 90% printing costs.
Kemppi is a leading welding industry innovator, headquartered in Lahti, Finland. Founded in 1949, Kemppi generates over €150 million in annual revenue and operates in more than 70 countries with around 800 employees. Renowned for its advanced welding equipment and digital solutions, Kemppi holds over 120 patents and serves over 10,000 global customers.
Products: Kemppi Product Catalog
Type: B2B, B2C
Role: UX Lead
Duration: 2023 – 2024
Expertises: Product Design, UX Design, Interactive Exhibition, Design Workshop, User Research
Outcomes: As of June 2024, POC is in production.
Intro
Every year, Kemppi's central marketing team faces the challenge of preparing and printing 12.000 copies across 8 various product categories. The logistical demands and significant costs associated with delivering these materials to all major markets pose a considerable burden. Despite these challenges, the critical role of product brochures in the sales process compels dealers and sales networks to insist on the continued availability of physical materials.
Over the past few years, Kemppi has explored several ready-made solutions for digital brochures. However, the unique requirements of clients and the complexity of Kemppi's product portfolio have hindered the successful implementation of these solutions. As a result, stakeholders have yet to find a satisfactory alternative that meets their diverse needs. The ongoing reliance on physical brochures underlines the importance of addressing these challenges to streamline processes and potentially reduce costs in the future.
Problem and research
While the convenience and familiarity of paper remain valued on busy factory floors, this method clashes with the company's broader strategy. Despite several trials with digital brochures, previous solutions have not met customer expectations, particularly with regard to leave-behind value and accessibility for more senior users.
To address this challenge, I lead VML team engaged in extensive interviews with dealers, salespeople, marketers, and end users. 22 participants from 6 key markets were asked to prioritize their requirements through card sorting exercises, which allowed for a clearer understanding of what features are most beneficial. During these discussions, various digital brochure examples were showcased alongside a detailed analysis of their advantages and disadvantages.
While some digital formats offered flexibility and multimedia integration, none fulfilled the essential needs identified by stakeholders. As a result, the consensus pointed toward developing a custom solution that would effectively balance the benefits of digital innovation with the tangible advantages provided by conventional print media.
Proposed catalog concept
There were two friction points for Kemppi product catalog users:
It was nearly impossible to customize a product portfolio that matched the variety of client demands. Users often had to combine multiple catalogs or print out specific pages to align with the target client situation.
Users had to choose between bulky paper brochures or hard-to-modify, low-quality self-printing PDF files. Neither option was ideal.
To address these challenges, I proposed a complete solution composed of two key components: an interface that allows users to select desired content from the catalog library and a brochure viewer enriched with useful functions tailored for real-life use cases. This solution aims to streamline the user experience, making it easier to customize product offerings and improve accessibility to important information.
In this scenario, salespersons can visit prospective clients equipped with pre-loaded, customized catalogs on a tablet. They can effectively demo and showcase products while also leaving behind single-page leaflets that can serve as tangible reminders of the offerings. This approach enhances engagement while retaining the personal touch associated with printed materials.
The brochure configurator utilizes the React framework, allowing for a seamless connection to a central Product Information Management (PIM) system. This integration guarantees that users have access to the most current information at all times. Essential product details are consolidated and exported to a purpose-built viewer, enabling users to create highly customized brochures tailored to their specific needs. Any page shown in the brochure can be exported and printed by the user using a QR code that links directly to Kemppi’s web shop.
The study finding and concept were circulated widely in Kemppi network. They got high praised for important insight and thoughtful design. The development plan was also considered as cost-effective and highly deliverable with estimated delivery for fully built solutions was 4 to 6 weeks.
The project has demonstrated the VML team’s ability to discover, define, and deliver highly customized solutions that meet the demand for accessibility and efficiency.