Packing painless purchase for B2B buyers
PDP purchase journey revamp project
My Role
UX designer: Research, synthesis, UX & UI design
Timeline
4 - 5
months
Team
Benjamin/ UX Lead and Mentors
Kavya/ UXR Lead
Pushkar, Rahul/ UI Design
Asif/ UX Writing
Aditi / Product Manager
Platform
AJIO Business
mobile app
About the project
Introduction
PDP Purchase journey revamp was one of the first and most extensive projects that I got the opportunity to delve into during my time working at Reliance AJIO Business. As a big scale project, it allowed me to enter into our user’s world, and solve the problems we did not even know existed in the first place!
Objective
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To enhance the current buying journey using insights from user research in order to improve conversions and make buying easier for retailers
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To relook at the below-the-fold section of the PDP, measure it against the best competitive standards and refine it to keep up with the growing needs of the market
Context
AJIO BUSINESS
Ajio Business is a B2B fashion platform by Reliance designed to uplift small & medium-sized retailers to grow & fulfill their dreams. We dive deep into markets to find out the latest trends in fashion so that our retailers have the right collection in their stores. Enter the world of fashion where it’s not only about the business but also the wellbeing of their business
Know the users
RETAILER RESEARCH
As I understood, while researching and onboarding to AJIO B2B, the life of the product are the retailers, the shop owners in the streets of India’s diverse markets selling everything from footwear and clothing to accessories and beauty products.
Problem Statement
Retailers are unable to customise or build their cart according to their unique needs.
Currently, the purchase journey on our platform is such that instead of asking retailers their needs, we give them available options to scan and choose from.
This leads to a huge loss of opportunity as more and more retailers rely on offline markets for cut sets & other customisations offered by wholesalers willing to break the pack for their unique needs whereas we largely continue to sell the standard “pre-made packs”.
Below are other platforms that allow some pick & choose customisation :
Research Methodology
GOAL
To investigate the purchase needs of retailers. How do they buy new stock, and in what quantity, frequency, styles etc. How do they decide their needs, how these vary from retailer to retailer and what is the best way to fulfil them? Finding out about current practices & existing systems in place.
Also understanding from the seller perspective - How do they decide on ways to pack the products? What are the options and constraints? How do they choose and why it works for them?
To make it easier to analyse patterns, the research focused on three broad categories - apparel, footwear and sarees, to begin with
Opportunity
Improving the buying experience of retailers by understanding how they prefer to see the product packs and how they want to build their cart.
Methodology
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Generative research through in-depth user interviews (offline & online)
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Competitive benchmarking and secondary desk research
Footwear
Apparel
Sarees
Key Takeaways
RETAILER ASKS ACROSS CATEGORIES
Overall Design Directions
Pack type configuration
This table represents all the types of packs discovered and their use and need. This framework formed the foundation of our understanding for all the ideation in the next steps, dictating the diversity of needs to be accommodated in the design.
Anatomy of pack types
UX Audit
How the current flow works
Ideation - Wireframes
Visualising the pack component
Key flow - prototypes
What we solved and how
Pre-made packs
1
Bottom sticky with CTA button in first fold for quick navigation to packs section of PDP
2
Calling out of pack names and building visual recall value for these pack types through iconography
3
Packs in collapsed state by default for better scannability. The full mapping in tabular view is nested in expanded state under ‘View details’
4
Input stepper with recommended values enables frictionless & quick adding of packs directly to cart
Pre-made packs
1
Packs with colour variants would have images in horizontal scroll for retailers to closely evaluate colours and style details with purchasing
2
Size filtering would allow for faster navigation to the packs with desirable sizes for the retailer
3
User could also directly type in the values with the keyboard
Customisable packs (MOQ)
1
Product tag in PLP would highlight a ‘Customisable Pack’
2
Customisation option may or may not co-exist with pre-made packs
3
While customising, user can pick and choose colours, sizes and quantities based on their needs
4
Sticky bottom message would act as nudge to encourage and enable the process of MOQ fulfilment
Customisable packs (MOQ)
1
If users are unable to add enough pieces to qualify MOQ from current listing, the callout with link to brand PLP would enable them to fulfil it from other styles of the brand
2
On the PDP page, users can review their customised pack added to cart or choose to edit it again
User Testing
Validating prototypes with users through moderated UT
In addition to gathering general feedback of retailers and testing their response to the new design, the UT was conducted with the aim to get specific insights about the following:
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Whether they were able to understand the input stepper interaction and accomplish the tasks assigned with it
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If they were comfortable with the new representation of packs and were able to perceive all the information they needed with ease
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Whether they understood brand level MOQ criteria and how to qualify it
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How many packs and pieces they generally add
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Their understanding of and need for different pack types
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Whether they prefer pre-made or customisable packs
Participant Profiles
Feature Improvements
These improvements were added to support the design and further fine-tune the user journey
Coachmarks
To guide users, coach marks were designed to educate them about the new changes and additional features in the buying journey
Colour variants visibility
Different colour variations of the same product was difficult to find earlier, but linking them in the PDP itself helped increase visibility at the start of the purchase journey itself
Buy a sample
Users unsure to buy an entire pack can test the quality and material of a specific product by ordering a sample first at a minimal cost. This would help them buy confidently and also increases seller's sales.