New Buying Experience with eFishery Buyer Platform
New Buying Experience with eFishery Buyer Platform
2021 • eFishery • Supply Chain Ops • 5 min read
2021 • eFishery • Supply Chain Ops • 5 min read
Overview
Overview
Currently, buyers (B2B) placing an order via Sales. They texted down what they need, send it to Sales, & get the confirmation after. Sometimes they called. But, this flow does not scale. So, after doing some research & experiment, we build a buyer platform.
What's interesting is that the buyer platform is something new for buyers & in this business, so making it easy to adopt & easy to use is a challenge itself.
Currently, buyers (B2B) placing an order via Sales. They texted down what they need, send it to Sales, & get the confirmation after. Sometimes they called. But, this flow does not scale. So, after doing some research & experiment, we build a buyer platform.
What's interesting is that the buyer platform is something new for buyers & in this business, so making it easy to adopt & easy to use is a challenge itself.
Due to some of the data & work is confidential, the following designs, numbers, text,
have been modified, blurred, or omitted on purpose.
Due to some of the data & work is confidential, the following designs, numbers, text,
have been modified, blurred, or omitted on purpose.
Buyers Activities
Buyers Activities
Talk about buying experiences, surely we need to talk with the buyers. So, we conduct interview & field observation to get insights from buyers. From the research, we know that fishery business activities have long been run with the conventional system. So that, the activity, the flow, the communication are attached until now and it's common.
We also deep dive on how buyers get the supply & what is the pain points they facing when they looking supply. Including how they order & transaction going.
Talk about buying experiences, surely we need to talk with the buyers. So, we conduct interview & field observation to get insights from buyers. From the research, we know that fishery business activities have long been run with the conventional system. So that, the activity, the flow, the communication are attached until now and it's common.
We also deep dive on how buyers get the supply & what is the pain points they facing when they looking supply. Including how they order & transaction going.
Buyers-Sales Communication
To see another perspective and to know more deeper about the process of looking supply until how the buyer placing order, we also talk with our sales. We gave them a few question, we let them tell the story about day to day how they facing buyers, the pain points, the challenges, even they show the chat on WhatsApp between buyers & sales. We look into it, we analyze, we learn, & take the pattern.
After all, we could make the journey of buyers buying activities.
To see another perspective and to know more deeper about the process of looking supply until how the buyer placing order, we also talk with our sales. We gave them a few question, we let them tell the story about day to day how they facing buyers, the pain points, the challenges, even they show the chat on WhatsApp between buyers & sales. We look into it, we analyze, we learn, & take the pattern.
After all, we could make the journey of buyers buying activities.
Simplified Existing User Journey of Buyers on Buying Experience in general & chat between buyers & sales.
Simplified Existing User Journey of Buyers on Buying Experience in general & chat between buyers & sales.
Buyer Platform Idea
Buyer Platform Idea
Armed with all the findings and the insights from our customers & sales, we started “meditation” with a series of ideation workshops. Lots of ideas poping out, to give the solution of the problem statement;
Is difficult to buyers to get the supply information, so they need to ask one by one (fellow farmers, sales, group/community) to get the supply info. So, our idea is to build an online catalog in a buyer platform.
But, we have a big challenge. As we know, buyers are used to ordering via WhatsApp/Call. What do we need to do to make buyers could order on our platform? One of the things we do is try to make the buying experience easy.
Armed with all the findings and the insights from our customers & sales, we started “meditation” with a series of ideation workshops. Lots of ideas poping out, to give the solution of the problem statement;
Is difficult to buyers to get the supply information, so they need to ask one by one (fellow farmers, sales, group/community) to get the supply info. So, our idea is to build an online catalog in a buyer platform.
But, we have a big challenge. As we know, buyers are used to ordering via WhatsApp/Call. What do we need to do to make buyers could order on our platform? One of the things we do is try to make the buying experience easy.
User Flow Order Proposal
User Flow Order Proposal
We will focus on spotlighting the flow when buyers order. On the existing journey, we know that buyers tend to text for order, with that evidence we can go on with form for now. So the buyer does not feel much different than before.
When designing the user flow, we have a case to put buyer validation. So we need to make buyers register (do the OTP) to validate them. But, this is not in line with buyers' experience who wanna everything fast & easy.
From designer, I want to put the validation after the order submited (success). So, we will not broke the order flow with validation activity. But, from engineer, they want to put validation when user input their phone number. So, we could get the validated user with real order. Then, after a thick discussion & negotiation with engineers & PM, we go on with OTP after order review.
We will focus on spotlighting the flow when buyers order. On the existing journey, we know that buyers tend to text for order, with that evidence we can go on with form for now. So the buyer does not feel much different than before.
When designing the user flow, we have a case to put buyer validation. So we need to make buyers register (do the OTP) to validate them. But, this is not in line with buyers' experience who wanna everything fast & easy.
From designer, I want to put the validation after the order submited (success). So, we will not broke the order flow with validation activity. But, from engineer, they want to put validation when user input their phone number. So, we could get the validated user with real order. Then, after a thick discussion & negotiation with engineers & PM, we go on with OTP after order review.
User Flow Order Proposal.
User Flow Order Proposal.
Design Idea
Design Idea
To help the ideation phase, I tried related buyer platforms to look at how they provide the experience of order. From the findings, I found out that most of the apps forced the guest users to register, even some of them put the “register gate” right after the user click the “Order” button. So, I guess it is doesn't mind if we could say this is a fresh idea that implemented.
Well, the idea is trying to make the order flow as easy as now on, reflected from how the buyers' mental model. We also put just minimal required info on order form, to minimalize flurries from the buyers at their first time try.
To help the ideation phase, I tried related buyer platforms to look at how they provide the experience of order. From the findings, I found out that most of the apps forced the guest users to register, even some of them put the “register gate” right after the user click the “Order” button. So, I guess it is doesn't mind if we could say this is a fresh idea that implemented.
Well, the idea is trying to make the order flow as easy as now on, reflected from how the buyers' mental model. We also put just minimal required info on order form, to minimalize flurries from the buyers at their first time try.
High-fidelity design of ordering flow.
High-fidelity design of ordering flow.
By the way, this design implemented the eFishery Design System who is made for our unique users. Clear & concise.
By the way, this design implemented the eFishery Design System who is made for our unique users. Clear & concise.
Prototype
Prototype
Outcome & Lessons
Outcome & Lessons
Currently, this product is just released in late 2021 & working on iteration progress. So far the trend is positive. We got % order from buyer platform at first and get % average going week over week.
Things to note from this project is the acqusition channel strategy & order handling flow. Designer need to aware how acqusition process give the expectation to users anda understood how the service design work.
Currently, this product is just released in late 2021 & working on iteration progress. So far the trend is positive. We got % order from buyer platform at first and get % average going week over week.
Things to note from this project is the acqusition channel strategy & order handling flow. Designer need to aware how acqusition process give the expectation to users anda understood how the service design work.
Back to home
Back to home
Let’s talk &
Get in touch.
thalhah.crdv@gmail.com
Thalhah S. Robbani © 2024
Let’s talk & Get in touch.
thalhah.crdv@gmail.com
Thalhah S. Robbani © 2024