Kayoung Yun – Product Designer

Lingble Link: rescuing a broken MVP

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

COMPANY

Lingble

ROLE

Full-time UX designer
(Jan 2021 - Aug 2022)

Problem

Lingble Link 1.0 was a half-baked launch

Problem

Lingble Link 1.0 was a half-baked launch

Problem

Lingble Link 1.0 was a half-baked launch

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

Insights

Figuring out the gaps with users

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

2. Partners lost sales due to operations delay

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 product upload process created operational lots of burden for our customer care team
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

Solutions

Tackling our problems with four key features

Solutions

Tackling our problems with four key features

FOUR KEY FEATURES

Deeper product listings that simplify the product upload process
Sets feature for displaying groups of products
Create new order feature for a frictionless checkout
Activity bar to simplify complex fulfillment operations

FOUR KEY FEATURES

Deeper product listings that simplify the product upload process
Sets feature for displaying groups of products
Create new order feature for a frictionless checkout
Activity bar to simplify complex fulfillment operations

FOUR KEY FEATURES

Deeper product listings that simplify the product upload process
Sets feature for displaying groups of products
Create new order feature for a frictionless checkout
Activity bar to simplify complex fulfillment operations

Feature 1: 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.

Add stickers

This feature allows users to indicate import information about the product on product listing or product detail pages (i.e. limited edition, low stock, popular item)

Feature highlights:

Edit sticker text and color
Select up to 3 stickers to show on the product listing page

Add stickers

This feature allows users to indicate import information about the product on product listing or product detail pages (i.e. limited edition, low stock, popular item)

Feature highlights:

Edit sticker text and color
Select up to 3 stickers to show on the product listing page

Add stickers

This feature allows users to indicate import information about the product on product listing or product detail pages (i.e. limited edition, low stock, popular item)

Feature highlights:

Edit sticker text and color
Select up to 3 stickers to show on the product listing page

Explorations

We explored designs that allow users to see previews of their stickers on product detail page (PDP) and product listing page (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

Feature 2: 'Sets' 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 an existing inventory
Manage sets at a deeper level (edit product details, images, options, etc)

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 an existing inventory
Manage sets at a deeper level (edit product details, images, options, etc)

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 an existing inventory
Manage sets at a deeper level (edit product details, images, options, etc)

Sets feature

Feature 3: 'Create order' for a 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 highlights:

Add products to an order
Import customer info from database

Create new order

Feature highlights:

Add products to an order
Import customer info from database

Create New Order feature (selecting products)

Feature 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.

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.

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

Testing

Alpha testing gave the green light

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.