Bazara
2022 Q3
3 weeks
Team
Product Designer, Product Manager, 3 Engineers, 1 QA, 2 Marketing, 2 Operations Team
Background
Bazara is an e-commerce platform for fashion items. It connects vendors and their prospective customers. It allows vendors to post their products and customers to purchase products posted by vendors.
Problem
It is difficult for users to discover desired products from how stores were displayed to users. The search functionality was rigid, resulting in users struggling to find products effectively. Overall, we discovered a considerable drop-off rate in product discovery. As a result, approximately 90% of our users didn’t complete the transaction process.
Business Impact
Each time users can’t find a specific product it means an incomplete purchase cycle and that’s a loss of revenue since we charge a certain percentage on every item sold by vendors. They affect the bottom line and hurt client retention.
In addition, the increase in complaints of not getting sales from the vendors was resulting in them leaving our platform for our competitors.
Stakeholders
Bazara Limited: The company that have a vested interest in the success and growth of the platform.
Vendors and Sellers: Independent designers, brands, and small businesses who utilize the Bazara platform to showcase and sell their products.
Customers: Individuals who use the Bazara platform to discover and purchase products.
Goal
We aim to improve our user satisfaction and drive higher conversion rates by enhancing the Product Discovery feature.
Our goal is to increase the percentage of successful product searches from 10% to 50% by switching the store model to a product model and implementing a more flexible search and filtering system leading to an increased purchase cycle.
Synthesizing these insights helped us to arrive at a refined problem statement
Discovery
It is not enough to make an assumption, We went on to carry out research on our customers who used our platform to gain insights into the specific issues users encountered while searching for products. This involved gathering user feedback, conducting interviews, and analyzing user behaviour data.
During the user testing conducted with 20 participants,
This indicates a significant pain point in the product discovery process as users are not able to guess what each store displayed was selling.
It emphasizes the need for a more robust and efficient search solution to enhance the product discovery experience. By addressing this insight, the provided solution can prioritize improving the search algorithm, implementing intelligent search suggestions, and introducing advanced filtering options based on user preferences and attributes
Solution Summary
After multiple flows and refinement, the below are the solutions to enhance Product Discovery
Information Architecture
I optimized the information architecture to ensure that users could easily navigate and discover products. This involved restructuring the search results page, implementing clear navigation elements, and streamlining the overall flow.
User Flow
To create an intuitive and seamless user experience, I analyzed the existing user flow and identified areas for improvement from the initial search query to the final product selection and purchase.
Design System
I adhered to Bazara's established design system. By leveraging existing UI components, typography, colour schemes, and brand guidelines, I ensured consistency and maintained the familiar Bazara aesthetic. I made necessary updates to the design system where it was required.
UI
The UI Screens section showcases the visual representation of Bazara's user interface, highlighting different iterations and improvements.
For Mobile
The UI Screens section showcases the visual representation of Bazara's user interface, highlighting different iterations and improvements.
Web
Accessibility Consideration
To make the website usable from any device, the team made adaptation of the pages (PWA).
Feedback
Through usability tests and interviews, I gathered feedback on the intuitiveness, efficiency, and overall satisfaction with the feature.
70% of the user who tested don’t know the number of elements filtered and had to visit the modal again to be sure.
We made an enhancement to this screen to show users the number of filters applied.
Implementation
The implementation of the enhanced Product Discovery feature was a collaborative effort involving the development team.
I conducted frequent design reviews and incorporated their technical expertise into the design process.
Together, we integrated the new search algorithm and filtering options into both the web and mobile platforms, ensuring a consistent experience across different devices.
Results
By transitioning from a store-based model to a product-based model, we achieved a 70% increase in product discovery efficiency 🎉, resulting in a 17% conversion rate for discovering products. A smile 😊😊😊 on our vendors and customers' face, our pocket large 🤑🤑🤑
Moreover, our successful product searches saw a notable improvement, reducing 'product not found' instances and leading to a 30% increase in successful product searches. These enhancements have contributed to a 8% rise in user satisfaction. Users reported finding products more easily and appreciated the enhanced search suggestions and filtering capabilities.
Learnings
As a designer, it was essential to embrace the expertise and perspectives of the developers. I recognized that while my role focused on user-centric design, the developers' expertise was vital to transforming the concept into a functional reality.
Recommended Future Iterations
While the enhanced Product Discovery feature has addressed many user pain points, I recognize that there is always room for improvement. In future iterations,
I would explore additional personalization options, such as user preferences and browsing history, to further enhance the relevance and accuracy of search results.
Implementation of a scan search functionality. This innovative feature would enable users to scan physical products using their mobile device's camera and instantly find similar or identical items available on the Bazara platform.
Ensure the complete implementation of all other filter elements.
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