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Improvement of purchase flow in a Drop-shipping web/app
This is an anonymied version of the original product protected with NDA.
brand, colors and some screens are protected. This was at the same time the presentation to the stakeholders.
The challenge
Identified Problems
Redesign the manual order creation process in the existing Rocketfy platform to address specific issues related to efficiency, usability, and accuracy.
Creation time: The current process to create an order is long and inefficient.
Editing product properties: Users must exit the order creation process to modify product properties, such as weight.
Product Identification: Users get confused with product names as they cannot clearly identify which supplier each product belongs to.
25% reduction of screens in the ordering process.
Restructuring of the platform, reducing the difference in tasks between users.
Increase in the findability of products by filter and redesign of cards.
Improvement of the startup flow, focusing the user on the main task.
Reduction of steps, in the product properties for shipping.
Increased success in the first task and subsequent engagement with the platform.
Ease of completing the process thanks to improved affordance and consistency in the design.
Ease of completing the process thanks to improved affordance and consistency in the design.
What we achieved
Specific need
General need
Planned approach
In order to understand the specific need, I will still have to understand the platform, for which made an UX general auditory.
Further to that, I made some usability test to understand the journey that would take a new lead.
This process was made for each of the next bullets.
1
Solution for onboarding + start on the platform
Solution for selection of import products
3
2
Solution for onboarding + start on the platform
Solution for selection of import products
4
It starts with Garret's product methodology, but it is done a la Santiago, because the pilot drives better when he knows the objective but can take his own route.
Used Methodology
Discovery
Heuristic product analysis
User interview
User Journey and needs matrix
Userflow
Information architecture
Wireframes
High design
Prototyping
Ideation and assessment
Restructuring
Sketches
Design and prototyping
Abstract
Concrete
1
Solution for selection of import products
Research
PainPoints
Interview
Entrevista de descubrimiento con Mario Recio, emprendedor de marca deportiva caleña.
Cognitive overload when entering the dashboard. More than a minute looking for what the next step should be
Confusion in some of the stages of product creation, attributes such as color or available sizes, in addition to the shipping system.
You can't find where to see your store or product, you go to 3 different sites looking for what you just created and seeing what else you can do, like edit and share it
User Journey Map
The objective of the interview was to understand what the user's discovery and learning process is like, at the same time see how they interact with the site and find pain points in their store creation process.
Onboarding
.
The promise of the call to action is to create the virtual store, but when you start on the platform you find a dashboard full of information with a lack of hierarchy (a regular problem of the bento structure) this generates confusion and a cognitive overload in the user.
There are more than 10 options in the side menu. This is an issue that must be subjected to exhaustive testing, but it could easily be reduced to 5.
There is also a heuristics problem. The store icon should show me my store, but it shows me analytics, among other situations that can be confusing for the user. The interviewee could not find “products” because he saw the little apple, what relationship does that have with products.
Findings
Onboarding
Solution
Reduction of the side menu to 6 options and divided from the backend between supplier and distributor.
See Arquitecture information
After user registration and virtual store, the next screen in the flow should be the profile (store) to immediately move on to adding products
Watch Userflow
A video of how to do the process, no longer than 3 minutes, can break the fear of doing it and “going to screw up.”
See Reference
Onboarding
Research
PainPoints
Interview
Entrevista de descubrimiento con Mario Recio, emprendedor de marca deportiva caleña.
Cognitive overload when entering the dashboard. More than a minute looking for what the next step should be
Confusion in some of the stages of product creation, attributes such as color or available sizes, in addition to the shipping system.
You can't find where to see your store or product, you go to 3 different sites looking for what you just created and seeing what else you can do, like edit and share it
The objective of the interview was to understand what the user's discovery and learning process is like, at the same time see how they interact with the site and find pain points in their store creation process.
New Product Flow
2
Solution for selection of import products
New Product Flow
Findings
Creating products involves a step by step process for it to be successful, an initial requirement is to have a shipping address, have reduced the size of images or videos, and have everything organized. If the user does not have everything ready at the time of doing it, it can generate several delays.
When it is time to update other product data, or when it is time to exit, the product process information is not saved, so it is super frustrating to save everything again.
The user may be confused when thinking about the sales price, related to the distribution and shipping price. In addition to who is responsible if you are a supplier or distributor/seller
New Product Flow
Bread crumb from the creation steps, this also allows the process to be sectioned to reduce overhead.
Draft section for products that began to be created but due to occupation, time, error, internet or any reason, the progress made is not lost.
A preview of what the page's product screen would look like when it was “completed.”
Ver Referencia
Solution
New Product Flow
3
Solution for selection of import products
Research
Identify the supplier
Heuristic analysis
Card without hierarchy
To address the case of confusion between the selection of a product offered by several suppliers, it is then relevant to carry out a hierarchical study that allows clearly differentiating the different groups of information provided.
Reference Image
Cost + Earnings
Sales price
Incomplete name
Provider
Solution
Amor Technology
Medias de compresión anti varices
Con sierre lateral
$19.900
$29.900 (Sugerido)
+50%
Direct supplier reference
Peak-end rule: The first and last items are the most remembered in a list
Purchase price
and sale price
Margin of gain
differential value in business
Reference image
Product Information
Identify the supplier
4
Solution for selection of import products
Research
Set delivery manually
PainPoints
Creation time: The current process to create an order is long and inefficient.
Editing product properties: Users must exit the order creation process to modify product properties, such as weight.
Product Identification: Users get confused with product names as they cannot clearly identify which supplier each product belongs to.
Confrimation
Summary of purchase
Buyer information
Delivery information
Product selection
Can join
Result
The user received an order outside the platform, but takes advantage of it as their CRM for all logistics management. Since the order was not listed automatically, the entrepreneur must place it manually.
An additional case for using manual ordering can be sending orders that are not listed on the platform and you can create them quickly since you had a previous conversation with the customer.
See Prototype
Context of use
Nuevo pedido
Elige los productos
Crear producto
Buscar productos
Amor Technology
Camiseta Oversize Pack 3 unidades
Con sierre lateral
Importado de RCO Sports
$129.900
XS
S
M
L
XL
Negro/Oliva
Agregar
Amor Technology
Grogu Toy
Little Yoda that sounds
Propio
$159.900
Agregar
Amor Technology
Pantaloneta de entreno
Tela dry fit
Propio
$129.900
XS
S
M
L
XL
Color
Agregar
Tu catálogo
Todos
Propios
Importados
¿No encuentras el producto?
Crea un producto rápido para continuar
Carrito
Agrega los productos para continuar
Verifica la información del pedido
Revisa que los nombres de los productos estén correctos y concuerden con lo que estás enviando a tu cliente, esto facilita el proceso ante posibles reclamaciones futuras.
No hay productos en el carrito
Agrega productos para iniciar la toma del pedido
Cancelar
Continuar
Variables
Easier to select
Add to Cart CTA Consistency
Filter with tabs to reduce the effort searching for products
Easy to find supplier
Edition on own products
Affordance
Results
Nuevo pedido
Elige los productos
Crear producto
Buscar productos
Amor Technology
Camiseta Oversize Pack 3 unidades
Con sierre lateral
Importado de RCO Sports
$129.900
XS
S
M
L
XL
Negro/Oliva
Agregar
Amor Technology
Grogu Toy
Little Yoda that sounds
Propio
$159.900
Agregar
Amor Technology
Pantaloneta de entreno
Tela dry fit
Propio
$129.900
XS
S
M
L
XL
Color
Agregar
Tu catálogo
Todos
Propios
Importados
¿No encuentras el producto?
Crea un producto rápido para continuar
Carrito
Agrega los productos para continuar
Cambiar peso y dimensiones del producto
En caso de que las condiciones del envío cambien por la cantidad de unidades a transportar haga click en este enlace para ajustar el tamaño del transporte
CAMISETA OVERSIZE PACK DE 3 UNIDADES - S - BEIGE/OLIVA/BLACK
2 und.
$
258800
Pequeño
0-3 kilos
Mediano
3-12 kilos
Grande
12+ kilos
Cambiar peso y dimensiones del producto
Cancelar
Continuar
Ability to modify shipping-related product properties
The ordering process was reduced by one step
Results
Nuevo pedido
Datos del Comprador
Selecciona un comprador
Santiago Gomez Recio
+57
3164386338
Teléfono celular
Cédula o documento
1144082883
Correo Electrónico
Santigogr@gmail.com
Notas del pedido (opcional)
Alguna observación
Guardar como cliente
Dirección de entrega
av 2hn # 52 an - 05, pacara santa ines 503 c, Cali, Valle
av 2hn
Vía
#
52 an
Número
-
05
pacara santa ines 503 c
Barrio/localidad/Apto/Edificio
Departamento
Valle
Ciudad
Cali
Método de pago
Contraentrega
El comprador paga todo en
efectivo cuando reciba
Pago realizado
El comprador ya realizó el pago por cualquier otro medio.
Consignación bancaria
El comprador realiza el pago por medio de un link personalizado
Link personalizado de pago
http://sample.info/?insect=fireman&porter=attraction#cave
Copiar enlace
Este link será enviado al usuario para realizar el pago al momento de finalizar el pedido.
Elige una transportadora
Envío de Medellin a Cali
CAMISETA OVERSIZE PACK
DE 3 UNIDADES - S-
Negro- Blanco- Lila
$129.900
1 und.
$129.900
Envío asumido por el vendedor
TCC
2 días aprox.
$22.120
Servientrega
1 días aprox.
$17.889
Domina
días aprox.
$16.832
Más barato
Productos
Continuar
The buyer's data is added to the same shipping form.
Clients can be selected automatically or saved for future processes
The payment option is added for cases in which it is done outside the platform
By adding bank deposit it allows you to generate a link that can be sent directly to the buyer, or they can pay it when the order is sent.
Results
There is a disconnection between the tasks that each user must perform, when combining supplier with distributor, there are tasks that can become confusing
The specific process of each step: creating a product, or placing an order, or choosing an order for my catalog is sufficiently clear, and can be completed, representing minimal challenge. The real challenge is how do I know what the next step is? what should I do and how to navigate within the platform
There are freedoms and cases designed in the day to day life that Colombian entrepreneurs live, such as the case of being able to create an order with only name and weight, which “they pay me for” without having to verify what is being sent
Conclusion
Thanks
Santiago Gomez Recio
Design
Legendary
