Transitioning from on-site sales to an online lead generation tool

Our Process and Key Insights

The Scylla Group brought its award-winning professionals together for a brainstorming and concept workshop. It became apparent that COVID-19 pandemic restrictions had made it increasingly difficult for members of tesa's sales team to meet with prospective clients. The challenges created by COVID-19 also presented several opportunities that could push tesa ahead of its competitors.

Discovery Meeting With Sales

A review of the automotive wiring design industry showed that a lot of senior engineers were nearing retirement. Unfortunately, many of them weren't passing on real-world knowledge to junior engineers, creating a knowledge gap. Tesa needed a way to demonstrate its unique value so it could fill that knowledge gap and attract a new generation of users.

Working with subject matter experts, our team learned that design specs for a vehicle line might not change much over 20 years or longer. Choices made during a vehicle line's initial design can establish standards throughout its lifetime. Therefore, failing to convince an automotive or wiring harness manufacturer to adopt tesa's solutions now could mean the company doesn't have another opportunity for decades.

Our mission

• Replace tesa's physical product catalogs with a digital, interactive solution.
• Spread awareness of how tesa's high-performance tapes offer unique benefits for automotive wiring harnesses.
• Reach design engineers to demonstrate the value of tesa's tape solutions compared to traditional methods like COT tubing.
• Drive engagement and increase opportunities for tesa's sales team.

Our Iterative Approach to Developing a Solution

Replacing tesa's physical product catalogs became an essential goal. By digitizing tesa's catalog, the company would have a more interactive, streamlined, and modern way to reach current and potential clients. The brainstorming workshop resulted in a product feature list that would guide the development process over several two-week design sprints. Throughout the design process, our team took an iterative approach based on the most useful concepts in Lean UX design and Agile digital product development.

Our iterative process included:

• Defining a small number of assumptions
• Testing those assumptions by distributing demos to industry experts
• Using feedback to revise assumptions and necessary product features
• Updating the prototype to incorporate feedback into the next production phase

Weekly project meetings were scheduled over a three-month development cycle, during which the team would:

• Create and fine-tune features for an improved user experience.
• Release a Beta version and distribute it to testers at OEMs (Ford, GM, and Nissan) and automotive wiring Tier 1 manufacturers (Yazaki, Sumitomo, and Stellantis).
• Incorporate Beta testing feedback into the digital, interactive catalog.

With each step, the prototype moved closer to fulfilling tesa's needs until we were certain we had a digital product that would position the client's adhesive products for success in the automotive wiring harness sector.

Our Solution

We created a first-of-its-kind digital tool that turned tesa's product catalog for electrical wire harness tape and adhesive solutions into an interactive experience. The new online experience also provides a learning center for guests to discover more about the benefits of adopting alternative harness solutions. The new microsite also gives clients a 3D interface where they can see the impact tesa's solutions will have on their automotive wiring harnesses.

Furthermore, we supported tesa by providing a custom CMS, team training seminars, and sample request initiations that give members of the sales team real-world training experiences.