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E-commerce: product, service design
Overview
Moyo.ua - https://www.moyo.ua/ - it's Ukrainian e-commerce platform with great assortment and totally white price. When I come to company there was nothing about product, just old structure and website. I provided Design culture and Product approach to company, created new website structure and mocks from zero, invited great professionals to create Design Dream Team and owned Service Design processes in whole company.

problem statement
There was many problems on each funnel stage. Company lost conversion everywhere, starts from main page ends to checkout. All steps should be redone, and company needed to change approach from business- to user-centred.  

users
When I come I've defined there are no design documentation in the company. Any user or buyer personas, any ideas about what are that people who use company services and how it's going. No analytics, no data, no personas and no customer journey maps. The early start of my design work was to define who are users and buyers and what do they need. It takes a lot of time, but with team we created personas and describe their journey with high fidelity.
roles & responsibilities
As Head of Design, I had own all aspects of the design of digital products, make an impact across all aspects of company business: website, growth, operations, and home experience. I've hired great team with a skills especially for that product, and whole team consist 6 designers: 2 product, 2 graphics and 2 print designers. I've grew up the team with inner events, lectures and public events. We had our own design library and started all the design culture in company. I've provided Service Design approach on the all levels.

scope and constrains
As Corporate based Product, it has a lot of historical problems and unknown decisions inside. It takes much time to fix them all on the all organisation level, especially in Category Management and Offline department.
But the most advantage was that we have users in the short touch and can have so much research as we need.

process I did
With my team we reorganised all sales funnel - from marketing to checkout.
We explored Customers, describe Personas and create detailed Customer Journey maps with all client steps and touch points. Based on it we changed company Marketing Strategy and started new, honesty and truthful marketing company.

We improved User Centred approach and started Service Design in whole company. Design department spent a lot of time presenting Design Thinking to all the departments, find and fix all the pain points in the Customer Flow. 

outcomes & lessons
The main lesson I learned there was about communication. The communication - it's a 1st key to change anything. Company units should more communicate with customers, designers - with offline and support department, and sales person with client.
For the sales flow we reorganized it on the all stages. It's very difficult to change life website without resources for a/b tests but with hundrets of daily users.There are many departments who own each side of the service: delivery, offline, omnichannel, content, item categories, customer department, etc. And to change small thing on the website you should communicate with all of them.
We reworked Main page - redused useless advertising, show brands and navigation closed to user, clean up navigation panel and reworked product card. It increased conversion rate on 5%. Search reorganising also give us 6% more. It was a great problem when user comes to page from google and see that product is out of the store - usually they go up to category or use search. And we made it more relative, informative and correct.
The Product page is usually the first touch point with user, and previous design we had had more than 7 buttons at one page. We organized information on the page, reduce control numbers and add all useful info for customer. This page with all wariations was designed during more that 2 month.
Also there was no mobile version of the website, so we created it from zero. Mobile traffic consist 60% of all, so it's very bad to company to lose it! Mobile version became same convenient and functional as web, and conversion from mobile increased in 2x!
One more big win was our Log In / Sign In process. We made it 3x less complicated than before. All this designs based on customer research and interviews.
Next big step was about navigation. Company had THREE different navigations on the one website. User couldn't find anything there. We used to research (described here: https://medium.com/ecommerce-ua/%D0%BA%D0%B0%D0%BA-%D1%83%D0%BB%D1%83%D1%87%D1%88%D0%B8%D1%82%D1%8C-%D0%BD%D0%B0%D0%B2%D0%B8%D0%B3%D0%B0%D1%86%D0%B8%D1%8E-%D0%BA%D0%B0%D1%80%D1%82%D0%BE%D1%87%D0%BD%D0%B0%D1%8F-%D1%81%D0%BE%D1%80%D1%82%D0%B8%D1%80%D0%BE%D0%B2%D0%BA%D0%B0-on-line-d27230488dc0 ) and created new, understandable and good recognizable navigation, based on customer wants together with business needs.
And the last, but not least part of e-commerce - checkout. It's heart of system, it's the thinnest funnel place where is so easy to loose your customer. We totally reworked it together with delivery department, and made this process really smooth and simple. Conversion at this stage increased in 1,5x.
E-commerce: product, service design
6
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E-commerce: product, service design

6
349
2
Published: