B2B FMCG E-COMMERCE
Reimagined Online Shopping Experience For Retailers
A localisable & scalable design to help retailers grab the best deals. Created to reduce dependency on salesmen visits to collect orders; with Wegrow, retailers can shop from anywhere, anytime.
MY ROLE
Lead Experience Designer
Research planning and execution
Visual direction and UI design
Conducting design thinking workshops
Design language system
Managing a team of 4 designers
Prototyping
🤔 BUSINESS CHALLENGE
How might we boost self ordering on the WeGrow app?
Only
10%
retailers are placing orders on their own.
Only
25%
retailers have the app installed on their phones
But
75%
of retailers are recurring registered customers with but most buying via salesmen
INFORMATION GATHERING
We spoke to 83 retailers to understand their perspective
-
A detailed research plan of 7 weeks was created with retailers across 3 countries
​
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The retailers belonged to our Deal Hunter persona between age group of 35-50
​
-
We uncovered really interesting insights as described below
🤔 UX CHALLENGE
How might we build trust and better showcase the deals on our app?
01. Design should be scalable across devices
02. Design should be localisable across countries
03. Design should be simple for 35-50 years age group
DEFINE
Themes and implications
DESIGN THINKING
Brainstorm solutions collectively
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We had Representation from all teams; business leadership, warehousing, operations, design and tech
​
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We performed activities like postmortem, icerberg and affinity mapping to find the true nature of the problem before we jumped to solutions
PRIORITIZATION MATRIX
Identifying touchpoints and prioritizing features
WIRE-FRAMING AND QUICK TESTING
Test fast, fail fast, adjust fast
60/ 150 user stories tested
​
20+ prototypes
​
15 users across 3 countries
THE FINAL DESIGN
Perfecting the ordering experience
DESIGN SYSTEM
Bringing consistency by building a robust design system
DESIGN OPS
Design is more than pixels
01
Impact of design handoff on product quality
This project taught me the importance of focusing on the way the designs are handed off to the developers. With the new design system, the development time reduced significantly and also contributed to a positive collaborative experience between the teams.
02
Importance of a proper knowledge transfer
When a project is this long (over 9 months), teams change people change. But with the tight timelines, we cannot lose on efficiency. This is when I along with my team scheduled regular connects to clean and arrange all the files we have for an effective knowledge transfer when the time comes.
IMPACT
Positive results and much more to do
1M+
orders placed on the application
32%
increase in app ordering over 6 months post revamp
120%
decrease in time to order (average of 5 products from add to cart until order confirmation)