The other side of marketplace: Merchant Journey.

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Transcript

2. SELLER’S JOURNEY THE OTHER SIDE OF MARKETPLACE ŁUKASZ OGRODNICZAK
3. TABLE OF CONTENTS Intro: Allegro overview Buyers and sellers Seller’s Journey Key learnings
4. Table of contents INTRO: ALLEGRO OVERVIEW Buyers and sellers Seller’s Journey Key learnings
5. The biggest e-commerce platform in Poland Launched in 1999 ~21 mln registered clients (21 000 000) ~110 mln offers Allegro
6. The biggest e-commerce platform in Poland Launched in 1999 ~21 mln registered clients (21 000 000) ~110 mln offers population of Poland: 38 mln Allegro
7. ...and thousands of professional sellers Allegro
8. Users Allegro
9. Buyers Users Allegro
10. Buyers Sellers Users Allegro
11. Table of contents Intro: Allegro overview BUYERS AND SELLERS Seller’s Journey Key learnings
12. Buyer’s journey Searching Offer comparison Purchase
13. Searching Offer comparison Purchase Needs Problems Habits Awareness Buyer’s journey
14. Searching Offer comparison Purchase Needs Problems Habits Awareness Buyer’s journey
15. Searching Offers comparison Purchase Buyer’s journey
16. Searching Offers comparison Checkout process Registration Account set up Buyer’s journey
17. Creating offer Offer management Delivery Registration Account set up Promoting Transactions Returns and complaints New products Seller’s journey
18. Creating offer Offer management Delivery Registration Account set up Promoting Transactions Returns and complaints New products - Banking accounts - Price list - Photos - Description - Delivery methods - Pricing Seller’s journey
19. By Allegro tools By external tools (API) Selling Seller’s journey
20. Private (C2C) Professional (B2C) Sellers Seller’s journey ...with different assortiment
21. Creating offer Offer management Delivery Registration Account set up Promoting Transactions Returns and complaints New products BUYERS SELLERS Searching Offers comparison Purchase Allegro
22. Creating offer Offer management Delivery Registration Account set up Promoting Transactions Returns and complaints New products Searching Offers comparison Checkout process Registration Account set up BUYERS SELLERS Allegro
23. Creating offer Offer management Delivery Registration Account set up Promoting Transactions Returns and complaints New products Searching Offers comparison Checkout process Registration Account set up BUYERS SELLERS Allegro
24. Table of contents Intro: Allegro overview Buyers and sellers SELLER’S JOURNEY Key learnings
25. Who of you have ever conducted a user test?
26. Seller’s journey: research Qualitative Usability studies Observations Interviews When we want to expand our knowledge, get to know the user, build an empathy Quantitative Surveys Analytics When we want to generalize conclusions and make strategic decisions
27. Seller’s journey: research When we want to expand our knowledge, get to know the user, build an empathy Understanding, empathy - good for everyone When we want to generalize conclusions and make strategic decisions Decision-making, responsibility for volunteers
28. Seller’s journey: research When we want to expand our knowledge, get to know the user, build an empathy Understanding, empathy - good for everyone When we want to generalize conclusions and make strategic decisions Decision-making, responsibility for volunteers
29. TASK: Prepare a report that will contribute to Allegro's strategy.
30. STRATEGY: WHAT? EXPLORATION: WHY? TESTING MONITORING
31. Seller’s journey: process Researcher Analyst Designer Product Manager RECOMMENDATIONS
32. Seller’s journey: process MEASURING (CSAT & CES) DESK RESEARCH ANALYTICS (VIEWS, GMV, ect) SYNTHESIS
33. Seller’s journey: process MEASURING (CSAT & CES) DESK RESEARCH ANALYTICS (VIEWS, GMV, ect) SYNTHESIS - The longest phase - Different sources (customer service, commerce team, previous studies) - A lot of knowledge
34. Seller’s journey: process MEASURING (CSAT & CES) DESK RESEARCH ANALYTICS (VIEWS, GMV, ect) SYNTHESIS - Different steps and tools - Standardized method - Historical data - Structure
35. Seller’s journey: process MEASURING (CSAT & CES) DESK RESEARCH ANALYTICS (VIEWS, GMV, ect) SYNTHESIS - Big scale - Objective data - User behavioral patterns
36. Seller’s journey: process MEASURING (CSAT & CES) DESK RESEARCH ANALYTICS (VIEWS, GMV, ect) SYNTHESIS - Cooperating of 4 roles - Different insights - Working in real-time - Finally: report after 1,5 month
37. Good job - very solid work. But something is missing, please start again.
39. Seller’s journey: process CSAT SCORE ALLEGRO TOOLS/STEPS
40. Seller’s journey: process CSAT SCORE ALLEGRO TOOLS/STEPS WHY?
41. Seller’s journey: process STRATEGY
42. Seller’s journey: process Decisions based on quantitative data STRATEGY
43. Seller’s journey: process Decisions based on quantitative data Designed with qualitative insights STRATEGY
44. Seller’s journey: process Decisions based on quantitative data Designed with qualitative insights STRATEGY
45. Seller’s journey: process 1. Sellers usually rate the whole platform not only tested tool... 2. ...what makes the discovery process even more difficult. 3. It’s also harder to reach them: they don’t have time and space. 4. Being part of Allegro is a duty, not fun. 5. Before starting such a study you always need to have a time and additional plan.
46. Table of contents Intro: Allegro overview Buyers and sellers Seller’s Journey KEY LEARNINGS
47. 1. Sellers are as important as buyers. 2. Building empathy and understanding for sellers problems & needs is crucial for company growth. 3. We cannot improve experience of marketplace without deep knowledge about sellers. Key learnings
48. People don't use products because they look great. Users reach for the product because it solves his/her problem, addresses they need or desire.
49. One of the most powerful ux tools is empathy. We can build a bridge between the business requirements and user experience.
50. It’s not the story about improving interfaces. We talking about whole product and service experience.
51. QUESTIONS? lukasz.ogrodniczak@allegro.pl