Simplifying end-to-end eCommerce order management
Agency:
Copods
Role:
Lead Visual Designer, Interaction Designer
Duration:
Jul 2022 - Mar 2024
Worked with an AI-powered platform designed to optimize eCommerce businesses by providing real-time data analytics, actionable insights, and growth strategies. It integrates various channels and datasources, automates performance monitoring, and offers tools like customizable dashboards, marketing campaign analysis, and root cause analysis.
+15%
CVR
+22%CRR
-18%
CSR
Kicking-Off
In August 2022, Singapore based e-Commerce solutions provider Graas raised over $40 million in the first close of its Series A funding round. A portion of this capital was utilized to acquire two companies:
Shoptimize Inc - An Indian registered Direct-to-Consumer (D2C) data specialist.
SELLinALL - A Singapore registered multichannel eCommerce platform specialising in cross-border selling.
The goal was to provide eCommerce brands an end-to-end tech stack to drive profitable growth with direct bottom-line impact. My agency was tasked with transforming the two e-commerce platforms into a unified, role-centric experience by leveraging the D2C growth and intelligence data curated in the 'Shoptimize' platform, and the marketplace operations side in the 'SELLinALL' platform. We primarily worked as a team of 2 designers on this project - 1 UX lead and 1 Visual lead (Me).
Design audit and stakeholder discussions
To maintain engagement among existing customers, we audited the current platform and recommended strategic design enhancements to improve usability and self-sufficiency. Simultaneously, we conducted video calls with key stakeholders to understand their perspectives, vision, and goals, which we integrated into our report.
Step 1 : Product ecosystem mapping
To gain a thorough understanding of their product we went through each section, feature and flow to build out an ecosystem map that would also serve us as a reference point once we began the re-design.
Step 2 : User personas
Based on the stakeholder discussions we had and product demos given to us by their team, we developed user personas that reflected the characteristics and needs of our target audience. This was further used as a lens in our audit report to assess the various work flows.
Step 3 : Expert review of key work flows
We created tasks for each user persona and analyzed their workflows to identify usability strengths and issues. Flows were rated by severity based on ease of use, decision-making, speed, information/process visibility, error recovery, personalization, trust, and potential drop-off points.
Problem areas
The thorough auditing of their current product allowed us to identify the core problem areas that we would seek to resolve in the re-design.
Oppurtunity areas
By analyzing competitors and narrowing down the problem areas, it allowed us to identify key areas of opportunity to enhance the experience of the product.
Visual strategy
Up until now, my teammate and I collaborated to understand the product and enhance the user experience. Henceforth, he focused on UX strategy while I refined the visual strategy and design system. This streamlined approach enabled a rapid MVP launch within weeks.
Final screens
After a two-week sprint to finalise the visual strategy, I transformed my teammate’s wireframes into the final UI using the approved design language. We followed agile sprints, ensuring visual design closely trailed UX for efficient development handoffs.
Impact and learnings
Impact
Higher User Retention – The improved information hierarchy and visually structured layout led to a 22% increase in repeat visits, as users found it easier to navigate.
Improved Decision-Making – The redesigned dashboards and data visualization improvements helped users analyze insights 40% more efficiently, reducing cognitive load.
Reduced Support Queries – By clarifying UI elements and improving affordances, the number of customer support requests dropped by 18%.
Learnings
With a tight timeline for the MVP launch, it was crucial to work efficiently while maintaining high design standards. This project reinforced the importance of prioritization—delivering a streamlined yet impactful experience that aligned both business objectives and user goals.