Order management revamp project
Order Management
One-station product for different levels of sellers to manage orders. Processes are breaking down into different stages and scenarios: printing codes, packing orders, arranging logistics, handling dispute issues and return Order Management. By improving the whole experience will increase the order management efficiency.
Stakeholders
Product Designer: Plan roadmap, research, user interview, collate surveys and feedbacks. UX and visual implementation. Communicate with all the counterparts to support the project revamp. Quality check and report bugs.
Product Manager: Communicate with business team to decide the collaboration with third party banking system.
Business team: provide business point of view and directions to actualise my proposal.
CC team & operation team: provide first hand of customer information
Tech team: Provide teach resources
Seller platform is a one station platform for sellers to list, sell, manage relationship with buyers. The platform has both web and app usages
Overview of selling process:
Sign-up &
on boarding
Training
Listing
Traffic
Campaign
Order Management
Delivery
Returns
Finance
Seller support
Review management
What I in charge
What I mentor other designers
Order management user journey
By specifying every stage, we can define pain points, goals, and touchpoints. Most importantly, necessary information in each step is stated clearly, so to amplify the efficiency of individual touchpoints. It is the basis of behavioral analytics. starting with initial contact or discovery, and continuing through the process of engagement into long-term loyalty and advocacy.
My Role
Order Management involves in multiple ventures and stakeholders’ requirements. There are complex and diverse businesses involved. Hence I set up a direction according to TA’s needs. I analyse regional competitors throughly to understand market demand and pain points. Customise unique scenarios into standardise usage behaviours and define UI design, and contributed UI components library.. Find the suitable components to fit into the scenarios. The whole page’s layout has been redesigned. The Order Management has gone through different phases during the revamping cycle. Each phase involves in intense communication in order to come out with the best solution across tech, design and businesses.
Follow-up optimization with product planning, the goal is to allow flexible expansion and iteration after the product goes online, and to predict and design the scene function to help the future product go online to achieve the click conversion rate.
In lined with the leading trend of Southeast Asia online, maintaining the advanced nature will bring a positive effect to the product.
Suggest designing interactions and layouts that match the local market, and plan more localized and more appropriate local usage habits.
Quickly understand the existing interaction and UI components, integration, achieve the goal within the planned time, and quickly let R&D follow-up iterations
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Competitor benchmarking
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Track data, studied the key metrics and analyse what is not doing well.
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Defined different tiers of users and their usage behaviour. to get insights about user painpoints. Look into the response pattern for user behaviours.
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Conducted user interviews to understand user experience deeply.
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Revamp interfaces and user flow
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Talk to stakeholders on techology and business feasibility and further design based on the prerequisites.
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Standardise guidline princliples, Hamonise design systems
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QA. Check flows and debugs.
E-commerce needs transaction to sustain, transaction is an instance of buying or selling something. E-Commerce Ecosystem can be defined as a network of interconnected functions. When the transaction is high, more GMV, traffic, conversion rate will increase to benefit on both sellers and buyers. thus reinforce the sustainable ecosystem. Order management plays a role To capitalize on the acceleration of ecommerce. Below is a recap of different versions. We will reveal the next version that we have been working on.
Order management covers the full cycle of the buying and selling. On this platform, the business focus on Seller’s experience . This includes everything from order routing and printing shipping labels to returns. There are different stages, each tab comprises the order status of individual order. Foe example Tasks are divided and clearly indicated under each tab.
This is the current design, there are 10 tabs in order management page. Sellers usually focus on these 4 tabs. Hence the revamp project is also focusing on the behaviour here
Here’s the comparison of shopee and lazada’s UX flow. Lazada has more breakdown steps which is 10. And shop has 7. So how did shopee do that? I will show how we summarise the naming, and make the key step concise.
Conclusion:
Lazada has small breakdowns and more actions to operate. Sellers mostly care about what they haven’t done, what need to be shipped out. The main focus remains on the whole sending out process. The operation should be smooth, fast, without barriers.
-“Too many minor steps” (To Pack and To Ship are too similar, one is allowed to print and ship, one is to check the logistic. seller just want to ship out with ease without obstructions) -Shopee Seller
When I first design a product, I alway think about who am I designing for. According to the chart of detailed seller distribution, KA, high Potential Medium and Lower Medium sellers brought the most GMV%, also it undertones that these sellers process their orders more often compared to other types of sellers. This is the typical behaviours of these target sellers, KA, high Potential Medium and Lower Medium sellers tend to process orders in bulk. However, they could be new joiners to lazada. Hence the usage experience should be fast, efficient and simple.
This is the interface analysis on the current order management. Let’s see from the top to bottom. We actually got the feedback from some sellers here are the summarised feedback.
More comments from the sellers.
Let’s take a quick glance on shop’s interface. There are 7 major tabs to differentiate the order status. Under each tab, there are internal tab to differentiate the to do actions. Hence the information hierarchy is clearly segregated.
Taking seller’s comments, competitors design as our references. These are the goals and design for us to work on for the next version.
This is the current design, there are 10 tabs in order management page. Sellers usually focus on these 4 tabs. Hence the revamp project is also focusing on the behaviour here
Move on to the individual order information. Weipinhui and tokopedia also having lots of information, but information displayed vertically.
Phase 1 version update
Phase 1 design is a hifi prototype. It contains the extreme cases, in order for me to plan the visual hierarchy. I also used this to discuss with all the counterparts and know our tech feasibilities and close to actual usage.
Phase 2 version update
Phase 2 design is an improvised version based on the numerous rounds of discussion.
When the design is finalised, I plan the roadmap to foresee the upcoming actions for the next stage.
Design Library
Different goals, needs, actions and usage behaviours will create multiple scenarios. Thus Design thinking should be universal and considerable for all contexts.
The Components are contributed based on these requirements:
- Screen sizes
- Call to Action and the variation logic.
- Context status
- Information hierarchy
