Zurn Where To Buy Tool
Sale Rep Finder - Improving Connections & Driving Revenue
My role
Designer & Researcher
Tools
Figma & Maze
Timeline
1 month
TL;DR
Redesigning a Sales Tool
Problem:
The "Where to Buy" tool was crucial for connecting customers with local sales reps, but it had usability issues: confusing IA and inaccurate search results. This led to lost sales opportunities and drop off.
Solution
I redesigned this sales tool by adding all input action at the top for clarity, changing IA structure to reduce issue of contacting wrong sales rep, and improved visual hierarchy & brand alignment of the tool.
8% Conversion Rate Boost
Post launch we were able to improve the conversion rate of users locating sales reps.
Streamlined Flow = Efficient Sales Support
Simplified user journey by reducing page scroll length and using visual support for quick location.
Scalable Reusable Components
Used the input actions box we have at the top of this tool for other tools within this ecosystem.
Before
After
Problem: Daily Confusing Interface Leads to User Drop-Off
Problem:
Zurn customers were struggling to find right sales representative —
"affecting sales & revenue, user drop off, and
clarity for users to put in orders"
This tool would help all customers who wanted to make orders reach out to the right sales rep — it was the first touchpoint for any customer trying to make an order in the sales process.
"I had a customer say she was going over to Kohler because she called the wrong sales rep"
-Zurn Sales Representative
Critical Issues
Information Architecture Issues. Current site makes user select by zip code/city first, but what if the zip code/city is not listed?
Discoverability Issues. There is no ability to change the range of the inputted zip code.
Findability Issues. Not all product lines are under all the different zip codes
Multiple inputs, followed by content, followed by more inputs.
Users would put in zipcode, list of particular areas, then choose product line, etc. This would happen 4 times until they get to the result.
Who do I contact?
Current results are hard to read and there are all numbers/people listed are referred to as primary contects.
Usability Review: Inefficient Flows
We prioritized issues based on usability heuristics, not assumptions. Here are some of the issues we found:
Poor IA Structure
It asks users to pick by location, then product. But nearby reps may be missing, and some zip codes aren’t listed leaving users without clear next steps.
Lack Of Clarity
It lists locations and zip codes without product details or proximity making it hard to know which option to choose.
Confusing Aesthetics
It shows unorganized results with unclear labels, forcing users to guess who to contacts and slows them down creating frustration.
User Interviews: Sales Reps Revealed
Friction Points Blocking Conversions
We conducted 45-minute semi-structured interviews with 4 Zurn Engineers to understand workflow pain points with the current SKU tool. Participants were recruited through engineering team leads and had 3-6 years experience using the tool.
Here is what we found:
Losing Customers
Customers called wrong sales rep or were frustrated with the tool, and went to competitors.
No Sales Reps Near Me
Customers mismatched with nearby reps, causing frustration and lost sales.
Which Number Do I Call?
Results section had multiple numbers to call and no priority on who to call and reach out to.
A roadblock we had to work around was not being able to interview customers directly, and we had to pivot to the next best thing: sales representatives who talk with them everyday.
Constraints
"I've had multiple annoyed customers who said it was a pain and they'd rather go to another competitor"
-Zurn Sales Representative
Research Summary: Where the Tool Broke Down
Constraints
Our main constraint was the inability to directly interview customers. Instead, we relied on secondary perspectives from sales representatives who would talk with customer directly and be first to hear what issues they had reaching the correct sales rep.
Quick Access
Our users were businesses that wanted quick access to sales representatives to learn about products or make direct orders.
Wrong Flows
Picking location first then product line caused users to have no results at times. This led to direct dropoff from users.
Who Do I Talk With?
The results were not clear with different numbers and names listed without importance on who talk with first.
Improved User Flows to Streamline Sales Rep Search
Problem:
Users struggled to find the right sales rep because the tool forced them to choose a product line before entering their location—often leading to no results or incorrect matches.
Approach:
To solve this, we mapped the existing information architecture and user flows to identify friction points, then collaborated with data teams to restructure the logic and improve accuracy.
Key Actions:
🗺️ Mapped IA and user flows to uncover usability issues
📊 Worked with data teams to analyze backend data accuracy
🔁 Reordered the flow: location first → then product line
✅ Improved rep matching, reducing drop-off and boosting trust
Feature Matrix: Competitor Benchmarking Informed a More Intuitive Search Experience
Feature/Brand
Map-Based Search
Search by Product Type
Search by Location (ZIP/City)
Filter by Distributor vs. Rep
Dealer Detail View
Mobile Usability
Search Result Feedback
Kohler
✅ Yes – interactive map
❌ No
✅ Yes
❌ No
✅ Full contact, directions
✅ Fully responsive
⚠️ Basic error states only
American Standard
❌ No map view
❌ No
✅ Yes
❌ No
✅ Basic contact
⚠️ Partial responsiveness
❌ No guidance
Delta Faucet
✅ Yes – embedded Google Map
✅ Limited by category
✅ Yes
❌ No
✅ Limited info
✅ Fully responsive
⚠️ Minimal support
We reviewed the following companies: Kohler, American Standard & Delta Faucet who were two direct companies who had a similar tool to see what customers were experiencing on their end. Here is what we found from competitor analysis.
Map-Based Search is Essential for Navigation. Most competitors use map-based search tools, helping users visualize dealer locations.
Search Filtering by Product Type & Location. Ensuring this flow is supportive and helps users find a sales representative near them.
Clear, Direct Contact Information. Competitors like Moen and Kohler provide direct contact options within their locator tools.
Mid-fi
The goal for mid-fi's were to redesign the SKU selection flow to reduce friction, improve clarity, and align with Zurn’s design system—for quicker workflow for engineers and architects.
Key Design Decisions
All Action In One Section
This simplified the flow, and we included it in a top box for all action elements to be in.
Using Color For Recognition
Used single file list with alternating colors of our brand style to find SKU quickly.
Two list formats for A/B testing
If a engineer had to manually find a SKU, we toyed with single file format or column format for testing.
Clean Cards with Proper Hierarchy
In previous cards, they stretched across the screen, had no hierarchy. With these we have downloadble files in buttons, and SKU listed clearly.
Dropdown for 30+ categories
Replaced the long scroll with dropdowns and have all action items in a top box section.
Poor scanning to view information.
Engineers would mention they would be on this all day, and looking back and forth on a large monitor.
Used branding styles to get clean card that was easy to read.
Used familiar card components from Zurn’s ecosystem to ensure visual consistency and improve usability.
A/B Testing - Validated Layouts for Clarity, Speed & User Confidence
We tested two layout variations for the input and results pages with 6 sales representatives to identify the most intuitive structure before moving to high-fidelity designs. We tested 6 sales representatives through zoom by gather qualitative and quantitative data through observations, comments & task on time.
The two layouts we tried were:
- Having card results with who to contact side by side with the map
- Having card results show up below the map.
Key Findings:
🧹 Less clutter = more clarity: Users preferred results shown below inputs to reduce visual noise.
👀 Wanted more flexibility: Requested a “View All” option to browse all reps, leading to increased satisfaction.
🧭 Clearer starting point: Grouping input fields helped users know exactly where to begin reducing confusion.
On a scale of 1-10, How easy was it to locate proper sales rep?
4 Out of 6 Participants rated this 8 or higher.
Was it clear on who customer should contact first?
5 Out of 6 Participants rated this 8 or higher.
Hi-Fi: Enhanced Navigation, Streamlined Results, and Strengthened User Focus
W applied Zurn-Elkay’s updated branding, colors, and visual system-refining layout details based on user feedback and testing. I worked with developers to bring these designs to life while adjusting and staying within our design systems guidelines.
Input Actions and Results on One Page
After users input what they are looking for, they have map and results directly below for quick use.
Introduced a "View All" Page
Recommendation from testing where having ability to find all sales reps for a specific line would help.
Improved Card Components
Added hierarchy and improved layout so users know who they should reach out to first.
Action Box Component
This top action box section was used to in other tools across the same ecosystem.
Original UI: A long list of SKU's and another tab with 30+ categories
Updated UI: Tag system for efficient SKU Retrieval
Outcome: Driving Efficiency and Business Growth
UX Outcome
+8% Conversion Rate – Increase in user who connect with reps post launch of the redesign.
Streamlined Flow For Faster Support – Simplified user journey, minimized friction and improved task completion.
Cross Platform Scalability – Reusable UI components optimized and supported for other tools in ecosystem.
Business Outcome
Revenue Potential – improved rep matching increased lead quality and the likelihood of completed orders.
Brand Alignment – Fully aligned with Zurn-Elkay’s updated brand for a seamless user experience across site.
Future-ready UX foundation – Reusable UI patterns set the groundwork for other internal tools and scale
What I Learned
This redesign turned a slow, error prone, high-drop off tool for customers into a quick, visually supporting sales rep finder that currently is used by customers who place orders on zurn products.
Data influences design.
Design is limited without data, which helps us see we have to work with, which effects and shapes potential designs.
Progress > perfection.
Collaborating with marketing, digital operations, and HR teams demands quick, iterative designs. Feedback trumps “perfect” designs.
Testing trumps all.
Testing reveals gaps in designs and provide a quick feedback loop of information which provides key improvements.
