Tomi Abe
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B2B, Web App

Redefining the shopping experience for wholesale electronics.

Design Principal
2020 - 2021
Eze is an automated B2B marketplace for wholesale electronics. I lead the design team shaping and scaling experience on the platform (across web & mobile) while supporting efforts and initiatives directed at product, branding, marketing, and growth.

I came on board with Eze at a pivotal moment in the company's growth and expansion plans.

My work would involve laying a solid design foundation for both brand and product, as well as ensuring that platform design decisions are in line with both user and business goals.

In this role, I’ve also helped build a small design team and solved challenges that have impacted the business.

The Marketing Site

Problem Statement:
We’re scaling operations and looking to trade more devices on the platform. How can we redesign our front page to communicate this to existing and potential customers?
To begin, I interfaced with management on the business needs of this redesign to gain a better insight into what we’re trying to achieve.

I then proceeded to get direct customer feedback from the sales team to understand their current painpoints and concerns.
From these, we had some form of data to use in our design thinking process but we needed something to quantify it.

On Google Analytics, we noticed more visitors were experiencing Eze on mobile devices than on desktop. This information gave us a much needed reason to employ a mobile first approach on this challenge.
Improving Navigation on Eze

I worked with product on a new navigation system. Since visitors are experiencing Eze more on mobile, we needed to rethink their customer journey.

In this process, we thought around what a visitor might want to do when they first experience Eze - which was search for available devices.

We prioritised this when establishing the new navigation.

I introduced a secondary navigation bar on desktop view to accommodate more menu items.

Developing Content For The Front Page

At Eze, we employ a content first approach. It helps give a clear direction towards what is to be designed and how to structure the layout. I partnered with marketing on content strategy for the front page.

In this process, we were able to think around certain components of the front page that would keep visitors wanting to explore and learn more about Eze.
I worked with a designer on the layout and visuals of the front page. We explored various concepts and interfaced with other stakeholders till we arrived at a design that matched what we were trying to acheive.

From the new front page, it’s easy to spot Eze’s unique value proposition and see the categories of devices available on the platform.

Improving The Authentication Experience

We also worked on developing a new authentication system for Eze that was in line with the design system.

In order to reduce the number of page transitions, I introduced a quick register and login popup form to allow users to authenticate easily.
Measuring Success

This redesign led to some business outcomes. 

  • Users are now able to navigate easily on Eze across web and mobile.
  • Between March and May we observed more user signs up on the platform than we had seen in the past year - about 75% of them sourcing the site from our social media channels.
  • Site visitors are now able to see Eze’s value proposition and the various category of devices available on the platform.

The Shop Experience

Problem Statement:
We want users to be able to make a filtered search for available devices on the platform. How best can we optimize the shop experience for them?
In my design thinking process, I started by asking questions:
  • What product are users purchasing and searching for the most?
  • What type of information on products do users want to see?
  • How do users get to know about price changes of devices?
  • How do users get to know the units available for a particular device?
On Eze, we taks advantage of Fullstory, a digital intelligence system that helps optimize the client experience. It enables users to track and monitor each customer activity.

Using fullstory, we observed:
  • The most visited page on Eze is the shop page.
  • There was an increasing number of error and rage clicks on different elements in the shop page.
  • Most users couldn’t perform a filtered search for devices. Users were looking for more information on devices.
  • Users were not informed about the price list view. Most users shopped from the grid view of products.
My self and the Product Manager then proceeded to interface with sales to get direct customer feedback on the shop experience on Eze.

The goal was to was to understand what areas of the shop page they found confusing, what product information they would love to see, and how they want to be notified about available quantity and price changes of devices.
Introducing Filtering Parameters

From the data we’ve gathered, we then collaborated with engineering to ideate around introducing filtering parameters for devices on the shop page.

We also looked at the feasibilty of the new feature while also considering how it should work for the various category of devices.

I also made a clear distinction between the grid view and the list view - that way users are no longer confused.

Optimizing The Price List View

On the list view, we experimented with various layouts on how best to:

  • Display prices of devices based on their model and grading.
  • Give information on available quantity of a particular device.
  • Give information on the price increase or price drop of these devices.

The product price list view is an extension of the product grid view. On this screen, users can see the daily price fluctuation of devices.

From research, it was challenging for users to keep up with the price changes in the market, and this screen was designed to solve that problem.
The Product Detail Experience

From research, users want to get more details about the products in order to make a well-informed decision. The product detail screen was optimized to solve that.

To prevent users from backtracking on a device, they get to change the parameters as they wish within a product category.

On this screen users also get to see the last sale price for a specific product, and decide if they want to buy or make an offer.

Product information display on this screen was also improved so users can easily open or collapse it. It gives the screen and card a more balanced look.

I also optimized this screen to ensure that users have good knowledge of shipping. Users get to select if their shipping within the US or outside the US with the corresponding delivery period (ETA Delivery).
I also worked on enabling users to have more images of a product. These tiny details help users make a well-informed decision about a product or device.

Lastly, Eze now accepts payments via VISA, Mastercard, PayPal, Net Payment Terms, and Wire Transfer. I worked on ensuring this information was visible to our users.

Optimizing for mobile

All these were implemented to improve the product detail experience for Eze’s users.

Following these new improvemets, we noticed a high level of user engagemet on the shop page - resulting in the reduction in number of times users contact sales or support about product information.

The Checkout Experience

Problem Statement:
Users are having issues completing checkout. How can we revamp the checkout process to improve the sales and conversion rate of our users?
In my design thinking process, I started by asking questions:
  • Why are users not performing a successful checkout on Eze?
  • What motivates them to make a purchase?
  • What causes frustration in a new or a frequent user which can negatively affect our conversion rate?
  • Are we asking them too many details during the checkout process?
I decided to interface with product and management to understand our users pain points better.

A major concern was that there was a high user drop off rate. There were high user dropoffs from the cart page to the shipping page. There was a further dropoff of users from the shipping page to the payment page. This leads to a low conversion rate.
In working towards a solution, I started off by doing a heuristic analysis of all the pages that a user has to go through to complete a checkout.

This was done to uncover the problems during checkout, calculate the number of clicks required to place an order and find out potential usability issues.

I also did some competitive analysis to understand the common trends of a fast checkout experience.
Improving Checkout Navigation
First we reduced the checkout process to just three steps: Cart, Checkout, and Confirmation.

I also redesigned the checkout progress bar to notify users on where they are in the checkout journey.

Optimizing The Cart Experience
Users are now able to add more quantity of devices to be purchased and see the corresponding amount and available quantity of a particular device.

This solves the problem of going back to the shop page to add more quantitites of devices.

Improving the Checkout Process
On checking out, users can now add more shipping addresses and get an estimated delivery date of their purchase based on their shipping location.

We also looked into adding more payment methods for users. So on Eze, users can pay via Wire Transfer, Paypal, Debit/Credit Card, and most recently Payment Terms.
On checkout, users are also given a proper breakdown of their total amount including price of devices, shipping cost, buyer level, and discounts.

Lastly, we optimized the checkout experience in way that users still get the ability to update their cart as they wish.

Measuring Success
From the improvements made to the checkout experience, we were able to see some business outcomes such as:

  1. A quicker and seamless checkout process resulting in reduction in the time it takes to complete order.
  2. The shopping cart abandonment rate reduced drastically by 8%, as more users were completing checkout.
Thanks to Eze product team (PM, Design, Engineering, Marketing) for working with me in shaping experiences on Eze.
These are just some of the improvements that have been done on Eze design and product wise.

Design will continue to scale as the company looks to expand its business. In this case study, I only revealed some of the work that was done on the marketing site, shop, and checkout experience.

Other case studies that will be coming next are the core dashboards and seller experiences.