Lazada Finance

This is designed for ecommerce sellers to reconcile money, check revenue, withdraw.

Challenges

1. Business challenge- The business is expanding and users are constantly growing, now we have 6 levels of users. Target audience and product positioning are getting ambiguous.

3. Tech challenge- This is an old infrastructure (10 years) is getting difficult to cleanup. Difficult to build up new features due to the old incompatible infrastructure.

4. Design challenge- I have to understand the constraints, solve the big problem and revamp the product

Approach: Research on 6 level’s usage patterns, filter out target audience, define painpoins, did interviews, and event tracking. Then made the prototype and proposal to talk to all the stakeholders.

Before

After

Pain points

Long payment cycle (weekly), lacking of payout visibility and flexibility. They did not know what they have earn, business performance.
Different users have different ways to reconcile. Having many debited and credited fees in statement period, orders to make reconciliation complicated.
Unable to see what they earn from each order because the revenue shows in a statement period. Unable to search a specific fee type because there are too many tabs and information that create challenges from achieving the end goal.
Unable to know if there's loss or profit gain every month at a glance due to too many texts, lack of visual support
Copywriting, finance terms are hard to understand e.g. My Statement, Settlement.
Actions buttons are not obvious to guide the next step.

Project Goal

Speed up settlement cycle from weekly to daily and received in order level
New feature- On-demand withdrawal page to help sellers to withdraw money for flexible capital turnover.
Improve readability and information hierarchy
Find a general pattern and design for all. Let user understand how to use without thinking.

Business Impacts

100% of sellers to activate wallet (30k SG +380K CB CN = 410K in total). Roll out to SEA 6 ventures

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 tech 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:

Competitor benchmarking

My Role

Data Tracking- Retention, adoption,Traffic, PV, UV

User segementation

Conducted user interviews to understand user experience deeply.
Revamp interfaces and user flow
Talk to stakeholders on technology and business feasibility and further design based on the prerequisites.

Competitor benchmarking, what we lack of. What makes an impact we we do the features.

Track data, studied the key metrics and analyse what is not doing well.

Defined different tiers of users and their usage behaviour. to get insights about user painpoints. Look into the response pattern for user behaviours.

To understand user demographic as there are different tiers of users on the platform. By understanding the demographic and PV UV distribution, we can figure out who is the main target audience as well as the product position.

Standardise guidline princliples, Hamonise design systems

Contribute design library. Certain components are designed to fit in certain scenarios. New behaviour patterns will be added to the library in the deign process.

Understand My User

All the money information are provided for all the users. However, there should be a clear information hierarchy in order to create an efficient operation to save time.
To redefine the product positioning
In this user interview, these are defined: Who are they, their Intention on this domain

Method:

Track data and prioritise the target audience, then pay more attention to the specific target group.

Find each segment and ask for their expectations. At this stage, I will ask their end goal, painpoints, feature usage frequency, expectations, readability, UI satisfaction.

After the interviews, consolidate the information for the interviewers, define the key target audience and list out the feature priority. Define the design directions for the change.

Define problems:

Unable to see what they earn from each order because the revenue shows in a statement period. Unable to search a specific fee type because there are too many tabs and information that create challenges from achieving the end goal.

Unable to know if there's loss or profit gain every month at a glance due to too many texts.

I will do a user journey for every project to remember every intention on each step. This will help to define user mindset in a complex usage model.

This is the fundamental basis for a viable product. With stakeholders- this is the validation of usage pattern and help designers to have a better negotiation.

Here's the design process

With respective product managers and counterparts

Research

Brainstorm

Explore design proposal

Refinement

Final présentation & développement

Having the adequate information, I get a better understanding on the product positioning, I will brainstorm and come out with design proposals and talk with the counterparts. There will be refinement and this will go through many rounds and proceed to the final development.

UX FLOW

Make sure the scenarios and variant logic won't miss out, Also understand the overview of upstream & downstream banking system works.

User Interface Revamp and Other Enhancement

I specify every components and buttons' impact- where is it going, what to achieve and display.

Certain components are designed to fit in certain scenarios. New behaviour patterns will be added to the library in the design process.

My design principle:

Concise and clean outlook for efficiency
Always reduce unnecessary steps help user achieve end goals,
Unified components and UX design (list, table, tooltip, filters, etc.) to enable easy use

Key achievement

FINANCE & CLAIMS SPOTLIGHT (Alibaba seller's satisfaction score)

Improvements in Finance & Claims satisfaction across all ventures, with biggest improvement

Satisfaction score increased.

Business Impacts

100% SG and CB CN selling sellers to activate wallet (30k SG +380K CB CN = 410K in total). Roll out to SEA 6 ventures

User voices after payment experience improvement:

"Thank you Lazada for paying attention to us as a seller. With the availability of daily manual withdrawal feature, my capital turnover is better now."

"Now, for finance, I can withdraw the balance anytime, This is exactly what we want."

"Thank you very much Lazada, thank God now I can immediately withdraw without waiting for a week."

End Results

User has the flexibility to view by statement period or switch to order overview.

By seeing statement period, they can understand how much they earn within a period. By viewing order tab, they will know how much they earn from each order.

Simple financial term.

Visualised income summary to get a sense of cashflow and what are the major contributions for money in and money out. Reduce tabs from 4 to 2- simplify user end goal.

Tab reduction to prevent complex actions that hinders the achievement of goals

Low usage content is kept inside a secondary layer

Learning

I wish this could integrate with other domains and create smooth experience product.

I needed to think a lot of edge cases, cashflow flow involved with third parties. Cultivated my soft skills around stakeholder management, project management where I owned the end to end experience and required communication with PM and devs.

Design driven is important cause it explains the fundamental needs from users but user’s perspective always been neglected. Having studied from the users, it is showing validation when discussing feature feasibility with other stakeholders.

Improved information hierarchy: enhance the button visual weightage to guide the action.