Redefining the shopping experience for wholesale electronics.


Design Principal at Eze
2020 - 2021



Overview


Eze is an automated B2B marketplace for trading electronics in wholesale quantities. I joined at a crucial time in the company’s growth and expansion plans. My work involved leading and evolving design practice which involved helping to define, shape, and impove brand and user experiences across the internal and customer-facing systems.

I also collaborated with the distributed cross-functional team unit members to support product development, marketing, and growth-related efforts.

Below are some highlights of my work on the shop experience.

A New Identity


I identified the need for a more befitting visual identity and collaborated with key stakeholders on this initiative.


Improving Navigation


As a member of the product team, I contributed to the development of a new navigation system for Eze. Our goal was to enhance the customer journey, particularly for mobile users who comprised a significant portion of our traffic. We recognized that one of the primary actions visitors took upon encountering Eze was to search for available devices. Thus, we placed a high priority on this function when designing the new navigation system.



In order to accommodate supplementary menu items, I incorporated a secondary navigation bar into the desktop interface.




The Marketing Site


To inform both current and prospective customers about Eze's expanded operations and its intention to trade in more device categories, we embarked on a marketing website redesign project. As Eze adopts a content-first approach, it was crucial to establish a clear direction for development and layout organization.

I worked closely with the marketing team to strategize the front-page content to ensure it would compel visitors to explore and discover more about Eze. Collaborating with a designer, we explored various design possibilities and consulted other stakeholders until we arrived at a design that met our objectives.

The result is a redesigned front page that effectively communicates Eze's unique value proposition and showcases the different device types available on the platform.



Improving The Authentication Experience


Furthermore, we focused on creating a fresh authentication mechanism for Eze that adhered to the style guide. To minimize the number of page shifts, I integrated a straightforward registration and login pop-up form to enable visitors to swiftly authenticate.



The Shop Experience


To enhance the shopping experience, we enabled customers to conduct a refined search for the gadgets they desire on our platform. To accomplish this, we analyzed the items that users frequently buy and search for, the specific product information that users seek, how users are informed of price changes, and how users are informed about the stock levels of specific gadgets.

Subsequently, we collaborated with the engineering team to generate ideas for introducing filtering criteria for devices on the shop page. Our objective was to ensure that the new feature was both feasible and tailored to the requirements of different device categories.



I made a clear distinction between the grid view and the list view, which has helped prevent user confusion.


We tested multiple formats to determine the optimal way to showcase device pricing based on their model and grade. Our goal was to include details about device availability and any price changes in the product list view.

To address the challenge of customers struggling to stay up-to-date with market price fluctuations, we created a product grid view extension called the product pricing list view. This screen allows users to monitor daily price changes for devices in real-time. Our research revealed that this feature was helpful in mitigating the issue of keeping up with fluctuating prices.


Category filtering in action




The Product Detail Experience


Research findings suggest that users require more product information to make informed selections. Consequently, the product detail screen was optimized to provide users with more comprehensive details.

To prevent users from regressing or backtracking on a device, they can adjust product category parameters as they deem necessary. Furthermore, users can examine the most recent sale price of a particular product on this screen and decide whether to purchase or make an offer.


I have made several enhancements to the product information display on this screen to improve the user experience. The screen now features a simple open and close functionality, resulting in a more balanced appearance of the screen and card. My aim was to optimize this screen to help consumers better understand shipping.

To give users more control over their shipping options, they can choose between shipping within or outside the United States and view the associated delivery timeframe (ETA Delivery). Additionally, I have focused on providing users with access to more product images. These small details can aid users in making informed decisions about a product or equipment.

Finally, I have made sure that Eze accepts payments through multiple channels, and I have made this information easily accessible to our users.


Optimizing for mobile




The Checkout Experience


To increase sales and conversion rates, we redesigned the checkout process, with a focus on addressing the high user drop off rate between the shopping and shipment pages. Our analysis revealed that users continued to abandon the process even after reaching the checkout page, resulting in poor conversion rates.

To find a solution, I performed a heuristic analysis of all checkout process pages to identify errors, minimize the number of clicks required to complete a purchase, and address potential usability concerns. Additionally, I conducted competitive research to understand current trends and best practices for a streamlined checkout experience.


Improving Checkout Navigation


Firstly, we have streamlined the checkout procedure into three steps: Cart, Checkout, and Confirmation. Additionally, I made adjustments to the checkout progress bar to keep customers informed about their progress throughout the checkout process.




Optimizing The Cart Experience


It is now possible for users to add additional devices to their shopping cart and view the corresponding amount and availability of each item, thereby eliminating the requirement to go back to the shop page to add more device quantities.


Improving the Checkout Process


During the checkout process, users have the option to add additional shipping addresses and receive an estimated delivery date based on their location. In addition, we have taken into account the need to provide new payment options such as Wire Transfer, Paypal, Debit/Credit Card, and Payment Terms to cater to our users' preferences.

Furthermore, users can expect a detailed breakdown of their checkout total, which includes the cost of devices, delivery charges, buyer level, and any discounts. Finally, we have enhanced the checkout experience to enable users to make changes to their cart as needed.