E-commerce site templates
UX/UI Design
2020
UX Designer
I led the user research and redesign of Lingble Link, a B2B SaaS platform that helps businesses build online stores. This version focused on features that were core to merchandising and fulfillment operations.
UX/UI design
User research
Company
Lingble
Role
Full-time UX designer (Jan 2021 - Aug 2022)
Lingble Link (LL 1.0) was launched in 2020 to provide a powerful and easy e-commerce platform for our partners.
After the launch, we tracked Customer Satisfaction Scores (CSAT) and the number of JIRA tickets raised for bugs for 3 months and found alarming results.
13.6%
CSAT score
58.3%
jira tickets
insights
Figuring out the gaps with users
Through user interviews, CSAT survey, and tracking internal metrics, we uncovered two key insights:
1. Employees lost time manually adding products
Tech team spent too much of their resources on manual product upload.
Partner success team also experienced an average of 5 days of delay in partners’ campaign launches.
2. Employees lost time manually adding products
User interviews and CSAT survey with our partners revealed the following insights that indirectly affected partners’ sales opportunities.
The lack of a merchandising section in Lingble Link, created delays in operations involving product upload and management for 21 out of 27 partners.
The complicated the product upload process for our premium partner created operational lots of burden for our .
Customer care team lost opportunities to assist an average of 3% of the 2038 tickets on a monthly basis due customers that weren’t able to complete the checkout process.
Warehouse staff said their #1 problem is the complexity of fulfilling large volumes of orders.
SOLUTIONS
Tackling our problems with four key features
Paragraph
Deeper listings to simplify product upload
Product upload is broken down into 7 steps to cover all the details required for adding a new product:
We wanted the process to have advanced features that allow users to interact on a deeper level and customize their products, without ever having to use google sheets for product upload. Add Stickers is one of those features.
Paragraph
Add stickers feature (selecting stickers)
Explorations
We explored designs that allow users to see previews of their stickers on PDP and PLP. The design team preferred exploration #2 the most for showing the preview on the same page as the edit page.
Due to time and resource constraints, we decided not to go with these designs and reconsider them for future releases.
Concept A
Concept B
Sets feature for displaying products in groups
Although this feature was not part of our MVP, we decided to push this forward as it was for a premium partner. The ability to manage sets on Lingble Link would reduce operational burden in the long run.
Add sets
Sets feature allows users to group multiple SKUs in a product detail page. This feature is useful for e-commerce sites that sell products in groups.
Feature highlights:
Build sets from existing inventory
Manage sets at a deeper level (edit product details, images, options, etc)
Sets feature
3. Create order feature for frictionless checkout
The average checkout abandonment rate on e-commerce sites is between 60-80%. We worked on this feature to give our customer care team more flexibility and tech to serve customers.
Create new order
Create a New Order feature allows user to input order information and place order on behalf of the customers. This feature allows our customer care team to fully assist a customer in case they facing issues in any step of the checkout process.
Feature highlights:
Add products to an order
Import customer info from database
Create New Order feature (selecting products)
4. Activity bar to simplify fulfillment operations
We wanted a solution that would simplify the warehouse team’s operations without cluttering the fulfillment page. The original fulfillment page required users to use filter popup to filter orders by their fulfillment status, which required too many steps.
When ideating our solutions, we focused on designing something that is compact, flexible to use, and informative. It had to be something that was easy to use from the first glance and be used multiple times throughout the day. That’s when we came up with the Activity Bar.
Activity bar
Activity Bar solves the user’s problem by simplifying the complex fulfillment process through a simple and compact dashboard at the top of the page.
testing
Alpha testing gave the green light
Alpha testing on our staging site showed increased System Usability Testing (SUS) scores on all of the new features. For Product Upload and Sets, users performed testing on the existing methods prior to development of the features.
