OneMarket

Product Designer

Time: Since September 2022

Role: Product Designer

Product: e-commerce, social-commerce (both B2B, B2C)

Users: Small business owners

Problem

One Market is undergoing a transition, shifting from constructing a platform for local sellers to sell their products online to offering services for e-commerce boutiques that utilize Facebook or other social platforms as their primary sales channels. Additionally, we have observed that, in comparison to other e-commerce sites, our users experience a higher drop-off rate while shopping.

Local seller

E-commerce boutiques

1. understand the users' needs

Research

I conducted competitive analyses, engaging with various players in the e-commerce and social-commerce sectors such as Shopify, Wahool, Spring, and Boutir. Based on my findings, I've outlined key areas of emphasis for the redesign:

Empathize

I was also able to connect with several development partners who operate their own online boutiques, aiming to gain a deeper understanding of their business operations and needs. After conducting over 10 interviews, I successfully painted a clearer picture of our user demographics. This allowed me to craft a comprehensive journey map and establish two personas, effectively aligning the entire team.

Protected by NDA

2. transform research into strategy

Problem Defination

After conducting research, I summarized the problem into three main aspects and compiled important information I acquired through research that can aid in resolving these issues.

3. from strategy to solution

Example 1 : item detail page

Insight: From my research, I found that item detail pages are crucial for social boutiques, and their sales heavily rely on high-quality self-taken photos rather than professional models. Therefore, it's vital to design a thoughtful presentation method that highlights these materials in the most flattering way.

Example 2 : checkout flow

Based on feedback from our development partners, we've identified a high dropout rate, resulting in potential sales loss and partner dissatisfaction. After analyzing our site's data, we discovered that most dropouts occur during the checkout process.

Iterate

Prior to the initial launch of the redesign, I identified some structural issues that have raised customer confusion, however, due to time constrain we can only implement them in a second launch.

4. the outcome

The redesign was well-received by PMs and other stakeholders.
By implementing the new design, we were able to x3 (triple) the user checkout rate.
We also see a significant reduce in user complains.