Optimizing the Buyer's cart experience for aggregated market
Case Study of a buyers ordering behavior
The Problem
An aggregated marketplace with over 1+ million unique SKUs from 1k+ different distributors has buyers, establishments with valid liquor licenses, that search the marketplace for products and create orders to send to their distributor partners.
Out of all the active monthly buyers on the aggregated marketplace less than 10% of them were using the ordering tool. My goal was to understand the user's friction and make design suggestions to improve the ordering experience.
The Solution
A redesigned cart to help buyers more easily navigate, update, and send orders to distributor partners.
The Team
- 1 marketer
- 1 dev
- 1 senior product designer 👋
My Role
User research
- Conducting user interviews
- Surveying users
- Mapping user journey
- Market research
Designing
- Wireframing
- Information architecturing
- High-fidelity mockups
- Prototyping
Product strategy
- Project breakdown
Discovery & User Research
The research consisted of collecting and analyzing past research. I looked for gaps in our understanding of the problem. Conducted stakeholder interviews, surveyed 133 buyers, interviewed 8+ current customers, and researched the competitive landscape.
User Journey
The most interesting finding came in analyzing a buyer's journey to placing an order. Where were they dropping off? Where were they getting confused? The key takeaways here led to re-organizing the flow of information and providing helpful reminders throughout their journey to order.
Get the full story...
To get the full list of takeaways that led to a redesign and read an in-depth analysis of the pitfalls and successes it took to take this product to market—
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