Embarking on the journey

Customers were constantly asking about salt delivery, and it was clear the market was moving in that direction. To address this need and capitalize on the trend, I spearheaded the project with Culligan.


Now we knew the demand for salt delivery, but to truly understand customer needs, we conducted moderated conversations. These revealed some key insights.  One crucial finding was the importance of zip code locations in driving purchasing decisions. Notably, the absence of instructional information an unavailable zip code input field at checkout was creating major frustration

Culligan, a prominent US-based company, a renowned provider of cleaner, softer water solutions, embarked on a transformative project to introduce a salt delivery workflow, aimed at expanding its services and enhancing customer satisfaction. As the lead senior product designer, my role encompassed orchestrating the design efforts to ensure the seamless integration of the new workflow with Culligan's existing platform, while prioritizing user experience and efficiency.