The other side of marketplace: Merchant Journey.

D7424ff0e1dc983d898de62c7496c321?s=47 uxindia
October 25, 2019

The other side of marketplace: Merchant Journey.

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October 25, 2019
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Transcript

  1. None
  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.
  38. None
  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