The Challenge
What Armax Was Facing
Armax's service request portal was built for internal operations, not customer conversion. Business clients navigating the portal to request maintenance or equipment services faced unclear categorisation, a 12-field intake form, and no visibility into service status — leading to high abandonment and over-reliance on phone orders.
The Solution
What We Built
We redesigned the portal around the customer's decision-making journey rather than internal workflows. Service categories were restructured around client outcomes, the intake form was reduced to five required fields with smart defaults, and a real-time service tracker was introduced to build confidence post-submission. The mobile experience was rebuilt from scratch.
Results
Measurable Outcomes
✓38% increase in self-serve service request completion
✓Phone order volume dropped by 29%, freeing sales team capacity
✓Portal session-to-submission rate improved from 22% to 61%