Software
Marketplace
Software
Marketplace
Software
Marketplace
MVP & MVP++
MVP & MVP++
MVP & MVP++
MVP & MVP++
MVP & MVP++
A platform for software solution products that prioritises customer satisfaction, is easy to use, showcases sufficient information about the product.
A platform for software solution products that prioritises customer satisfaction, is easy to use, showcases sufficient information about the product.
A platform for software solution products that prioritises customer satisfaction, is easy to use, showcases sufficient information about the product.
Software Solution
Software Solution
Software Solution
RWD
RWD
RWD
Collaborative
Collaborative
Collaborative
Collaborative
Collaborative
4
1
My Role
My Role
My Role
My Role
My Role
Conducted research and analysis to understand customer needs and behaviours forming the foundation for user-centered design decisions.
Participated in usability testing and analyzed results to identify friction points and usability issues.
Designed responsive UI components to be used across different screen sizes.
Developed scalable design system with reusable components and visual guidelines to streamline design iterations.
Created interactive prototypes to demonstrate the design to clients, validate concepts, and uncover potential breaks in the user journey.
Conducted research and analysis to understand custome - needs and behaviours forming the foundation for user-centered design decisions.
Participated in usability testing and analyzed results to identify friction points and usability issues.
Designed responsive UI components to be used across different screen sizes.
Developed scalable design system with reusable components and visual guidelines to streamline design iterations.
Created interactive prototypes to demonstrate the design to clients, validate concepts, and uncover potential breaks in the user journey.
Collaborators
Collaborators
Collaborators
Collaborators
Collaborators
Product Manager
Business Analyst
Design Team
Developmental Team
Product Manager
Business Analyst
Design Team
Developmental Team
Product Manager
Business Analyst
Design Team
Developmental Team
Product Manager
Business Analyst
Design Team
Developmental Team
Product Manager
Business Analyst
Design Team
Developmental Team
Timeline
Timeline
Timeline
Timeline
4 Months
4 Months
4 Months
4 Months
Timeline
4 Months
Our Process
From ideation to the final product
From ideation to the final product
Client and team discussions
Client and team discussions
Understanding the Product Requirements
Understanding the Product Requirements
We had discussions with our clients, stakeholders and team members on the project requirements to align with the project goals. We agreed to build an MVP first using a design sprint approach.
We had discussions with our clients, stakeholders and team members on the project requirements to align with the project goals. We agreed to build an MVP first using a design sprint approach.
Direction:
1. Design Sprint Approach
MVP first followed by testing then MVP++
Direction:
1. Design Sprint Approach
MVP first followed by testing then MVP++
Research & Analysis
Research & Analysis
Identifying the Consumer Stages
Identifying the Consumer Stages
Identifying the Consumer Stages
As part of our research, we identified customer behaviour in an e-commerce website can be divided into five key stages. Each stage plays a crucial role in guiding users toward a purchase. A flawed user experience at any stage can disrupt the journey and discourage customers from completing their purchase.
As part of our research, we identified customer behaviour in an e-commerce website can be divided into five key stages. Each stage plays a crucial role in guiding users toward a purchase. A flawed user experience at any stage can disrupt the journey and discourage customers from completing their purchase.
As part of our research, we identified customer behaviour in an e-commerce website can be divided into five key stages. Each stage plays a crucial role in guiding users toward a purchase. A flawed user experience at any stage can disrupt the journey and discourage customers from completing their purchase.
Exploration
Exploration
Exploration
Design Focus
Intuitive navigation, clear product display, labelling, search, filters, categories, recommendations,
Design Focus
Intuitive navigation, clear product display, labelling, search, filters, categories, recommendations,
Intuitive navigation, clear product display, labelling, search, filters, categories, recommendations,
Design Focus
Intuitive navigation, clear product display, labelling, search, filters, categories, recommendations,
Design Focus
Intuitive navigation, clear product display, labelling, search, filters, categories, recommendations,
User Goal
Browse and explore the platform to find the products that catch their interest or fits their need.
User Goal
Browse and explore the platform to find the products that catch their interest or fits their need.
Challenges
Overwhelmed by too many options (hick’s law), drop off as could not find the product they require, time lost in scrolling through multiple products.
Challenges
Overwhelmed by too many options (hick’s law), drop off as could not find the product they require, time lost in scrolling through multiple products.
User Goal
Browse and explore the platform to find the products that catch their interest or fits their need.
Challenges
Overwhelmed by too many options (hick’s law), drop off as could not find the product they require, time lost in scrolling through multiple products.
Overwhelmed by too many options (hick’s law), drop off as could not find the product they require, time lost in scrolling through multiple products.
Selection
Selection
Selection
User Goal
User identifies products they like and shortlists them to add to cart or favorites them.
User identifies products they like and shortlists them to add to cart or favorites them.
User Goal
User identifies products they like and shortlists them to add to cart or favorites them.
Design Focus
Clear product tags, easy selection, favourites, and , clear add to card button.
Clear product tags, easy selection, favourites, and , clear add to card button.
Design Focus
Clear product tags, easy selection, favourites, and , clear add to card button.
Challenges
Decision Fatigue, unclear product description, incorrect filter tagging, discoverability of add to cart and favourite icon.
Decision Fatigue, unclear product description, incorrect filter tagging, discoverability of add to cart and favourite icon.
Challenges
Decision Fatigue, unclear product description, incorrect filter tagging, discoverability of add to cart and favourite icon.
Evaluation
Evaluation
Evaluation
User Goal
User matches their requirement with the product, examines product details before committing
User matches their requirement with the product, examines product details before committing
User Goal
User matches their requirement with the product, examines product details before committing
Design Focus
High-quality images, descriptions, specs, reviews, ratings, availability, and trust signals.
High-quality images, descriptions, specs, reviews, ratings, availability, and trust signals.
Design Focus
High-quality images, descriptions, specs, reviews, ratings, availability, and trust signals.
Challenges
Lack of trust, technical jargons, lack of required information, poor images, unclear compatibility, lack of social proof.
Lack of trust, technical jargons, lack of required information, poor images, unclear compatibility, lack of social proof.
Challenges
Lack of trust, technical jargons, lack of required information, poor images, unclear compatibility, lack of social proof.
Purchase / Checkout
Purchase / Checkout
Purchase / Checkout
User Goal
User completes the transaction. To get help after or during the buying process.
User completes the transaction. To get help after or during the buying process.
User Goal
User completes the transaction. To get help after or during the buying process.
Design Focus
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Design Focus
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Challenges
Uncertainty in the product or site, long form checkout process, insecurity triggers, lack of payment modes, payment failures.
Uncertainty in the product or site, long form checkout process, insecurity triggers, lack of payment modes, payment failures.
Challenges
Uncertainty in the product or site, long form checkout process, insecurity triggers, lack of payment modes, payment failures.
Support
Support
Support
User Goal
To get help after or during the buying process. User completes the transaction process.
To get help after or during the buying process. User completes the transaction process.
User Goal
To access help, get quick resolution for issues and receive assistance during any stage or after the buying process
Design Focus
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Design Focus
Easy access help, clear visibility of the support provided, FAQ section, real time updates, means of support.
Challenges
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Smooth cart experience, multiple payment options, progress indicators, and confirmation messages.
Challenges
Difficulty finding the support option, delayed responses, frustration when stuck without support, long support forms. improper means of support.
Key findings
Key findings
Key findings
Major drop offs happen during the checkout and the exploration stage.
Major drop offs happen during the checkout and the exploration stage.
Interview Insights
Interview Insights
“I am investing but what if its not the right fit for us”
“I am investing but what if its not the right fit for us”
“We sometimes need help to understand what the product does”
“We sometimes need help to understand what the product does”
“Sometimes after the purchase we realise product is not compatible with our system”
“Sometimes after the purchase we realise product is not compatible with our system”
“I come across too many similar options so its hard to decide which is right for me”
“I come across too many similar options so its hard to decide which is right for me”
“I only purchase from verified sellers"
“I only purchase from verified sellers"
“We purchase in bulk so it is very important for the site to be reliable”
“We purchase in bulk so it is very important for the site to be reliable”
“Alot of time and research goes in finding the exact product that we need"
“Alot of time and research goes in finding the exact product that we need"
Factors leading to Purchase decision
Factors leading to Purchase decision
Factors leading to Purchase decision
Rational purchase decisions are based on evaluation of price, product features, etc. But thats not enough, it is the rational and the emotional drivers combined that lead to a purchase decision.
Rational purchase decisions are based on evaluation of price, product features, etc. But thats not enough, it is the rational and the emotional drivers combined that lead to a purchase decision.
Defining the Structure
Defining the Structure
Structure deliverables
Structure deliverables
Structure deliverables
We built flows, journey maps and wireframes to give the product structure, clarity and to align the team on what to build and how users would interact with it.
We built flows, journey maps and wireframes to give the product structure, clarity and to align the team on what to build and how users would interact with it.
High Level Direction
High Level Direction
We created a descriptive user flow to understand the elements that need to be included in the site. This user flow is a high level direction for the hierarchy in which they need to be considered in the pages.
We created overlays and variable states to get an overall understanding of the navigation of site and how each element will interact with the user.
We created a descriptive user flow to understand the elements that need to be included in the site. This user flow is a high level direction for the hierarchy in which they need to be considered in the pages.
We created overlays and variable states to get an overall understanding of the navigation of site and how each element will interact with the user.
Defining Design Goals
Defining Design Goals
We defined a set of design goals to focus on throughout the project and guide our decision-making.
We defined a set of design goals to focus on throughout the project and guide our decision-making.
Build trust and transparency with the users by providing verified softwares, clear communication and security assurance.
Build trust and transparency with the users by providing verified softwares, clear communication and security assurance.
To improve users exploratory journey but reducing frustration, decision fatigue caused by endless scrolling, too many options, etc.
To improve users exploratory journey but reducing frustration, decision fatigue caused by endless scrolling, too many options, etc.
Enable users to feel in control of their journey from browsing the product to purchase.
Enable users to feel in control of their journey from browsing the product to purchase.
Reduce cart abandonment rates by reducing uncertainty and ensuring confident decisions.
Reduce cart abandonment rates by reducing uncertainty and ensuring confident decisions.
Improving product discovery through design decisions.
Improving product discovery through design decisions.
Green Business Goals
Green Business Goals
Through client interviews and background research, we identified their long-term vision that emphasized towards a sustainable future. Our design goal was to take forward our clients mission and spread awareness through our design decisions. We tried to
Through client interviews and background research, we identified their long-term vision that emphasized towards a sustainable future. Our design goal was to take forward our clients mission and spread awareness through our design decisions. We tried to
Quality First
Quality First
Quality First
Sustainability
Sustainability
Sustainability
Reduce carbon emission
Reduce carbon emission
Reduce carbon emission
Social Responsibility
Social Responsibility
Social Responsibility
Circular economy
Circular economy
Circular economy
Coexisting with Nature
Coexisting with Nature
Coexisting with Nature
Product Safety
Product Safety
Product Safety
Defining the Structure
Design Solution
MVP Prototype
MVP Prototype
MVP Prototype
We built flows, journey maps and wireframes to give the product structure, clarity and to align the team on what to build and how users would interact with it.
We explored different ideas through quick sketches, detailed wireframes, and collaborative sessions. We conducted brainstorming sessions with the team to ideate on what might work. We turned our wireframes to MVP ensuring it was responsive across all devices including different web sizes, tablet and phone for a consistent user experience.
Product Listing Page
Product Listing Page
Improved and added more filters for quicker discovery
Improved and added more filters for quicker discovery
Improved and added more filters for quicker discovery
Article and ads to increase engagement and value
Article and ads to increase engagement and value
Article and ads to increase engagement and value
Added a homepage
Added a homepage
Added a homepage
Products from different developers
Products from different developers
Products from different developers
Added social proofs like Reviews
Added social proofs like Reviews
Added social proofs like Reviews
Improved fidelity
Improved fidelity
Improved fidelity
Discarded Hero banner to only focus on exploration
Discarded Hero banner to only focus on exploration
Discarded hero banner to only focus on exploration
Announcement bars for communication
Announcement bars for communication
Announcement bars for communication
Sorting
Sorting
Sorting
Suggestion Banners / Value Communication
Suggestion Banners / Value Communication
Suggestion Banners / Value Communication
Improved visual rythm
Improved visual rythm
Improved visual rythm
Shifted ‘support’ and ‘contact us’ to focus on exploration
Shifted ‘support’ and ‘contact us’ to focus on exploration
Shifted ‘support’ and ‘contact us’ to focus on exploration
Checkout & Cart Screens
Checkout & Cart Screens
Checkout & Cart Screens
Cart
Cart
The cart page helps users hold, review, and manage their selected products. It acts as a bridge between browsing and purchasing by allowing them to revisit their selections, make adjustments, and confirm their choices before committing to payment.
The cart page helps users hold, review, and manage their selected products. It acts as a bridge between browsing and purchasing by allowing them to revisit their selections, make adjustments, and confirm their choices before committing to payment.
User Goals
Review and Validate (product, quantity, version, etc.)
Confirm selection before committing
Get Price Estimations
Review and Validate (product, quantity, version, etc.)
Confirm selection before committing
Get Price Estimations
Design Goals
Provide clarity and confidence before proceeding to payment.
Provide clarity and confidence before proceeding to payment.
Brief product descriptions to help users confirm their decision.
Large CTA to reduce effort (Fitts Law)
’Delete’ and ‘edit count’ buttons to help user modify products easily Ensure flexibility and error tolerance.
Brief product descriptions to help users confirm their decision.
Large CTA to reduce effort (Fitts Law)
’Delete’ and ‘edit count’ buttons to help user modify products easily Ensure flexibility and error tolerance.
Ease of use
Ease of use
Trust
Trust
Reliability
Reliability
Checkout
Checkout
At the checkout stage, users usually share sensitive data like personal and payment details, it is crucial enable trust and security. Even micro-moments of trust and hesitation exists, which can lead to cart abandonment directly affecting the conversion rates.
At the checkout stage, users usually share sensitive data like personal and payment details, it is crucial enable trust and security. Even micro-moments of trust and hesitation exists, which can lead to cart abandonment directly affecting the conversion rates.
User Goals
Finalise their decision
Make secure and trustworthy payments
Finalise their decision
Make secure and trustworthy payments
Design Goals
Ensure users feels secure, reliable and in control through our design decisions. (Affect heuristics)
Ensure users feels secure, reliable and in control through our design decisions. (Affect heuristics)
Transparency in communications like costs and delivery.
Minimise cognitive load and friction.
Transparency in communications like costs and delivery.
Minimise cognitive load and friction.
Ease of Use
Ease of Use
Value
Value
Security
Security
Design Goals
Discount Coupon nudges user to make a purchase decision as it reinforces value add. (Anchoring bias)
Instant feedback on verifying the code. The CTA turns clickable, green tick)
Discount Coupon nudges user to make a purchase decision as it reinforces value add. (Anchoring bias)
Instant feedback on verifying the code. The CTA turns clickable, green tick)
Discount Coupon nudges user to make a purchase decision as it reinforces value add. (Anchoring bias) Instant feedback on verifying the code. The CTA turns clickable, green tick)
Design Goals
Error Feedback for an incorrect discount code
Error Feedback for an incorrect discount code
Design Goals
Error Feedback if the card expires.
Error Feedback if the card expires.
Discount Coupon Code
Discount Coupon Code
Payment
Payment
Payment
Testing
Testing
Testing results for MVP
Testing results for MVP
We tested the MVP with users to observe how they used the product, where they struggled, and what they expected. We wanted to understand how our users are navigating through the product and whether or not they are able to accomplish the important tasks smoothly and efficiently.We used this insight to create the MVP++ version.
We tested the MVP with users to observe how they used the product, where they struggled, and what they expected. We wanted to understand how our users are navigating through the product and whether or not they are able to accomplish the important tasks smoothly and efficiently.We used this insight to create the MVP++ version.
View products displayed
View products displayed
Filter / search options
Filter / search options
Favourite a product
Favourite a product
View product details
View product details
Opt for free trial
Opt for free trial
Configure product as per requirement
Configure product as per requirement
Change / Recover Password
Change / Recover Password
Store personal / Company information
Store personal / Company information
View Reviews
View Reviews
Submit a query
Submit a query
Add product to cart
Add product to cart
Review/edit cart
Review/edit cart
Checkout Items
Checkout Items
Add a discount code
Add a discount code
Add / delete / save payment method
Add / delete / save payment method
View purchase history
View purchase history
Pay securely
Pay securely
Compare products
Compare products
Get support
Get support
Login / Logout
Login / Logout
Behaviour pattens that the users displayed when using the product
Behaviour pattens that the users displayed when using the product
We noticed specific behaviours that our users displayed when using our product.
We noticed specific behaviours that our users displayed when using our product.
Goal Oriented
Goal Oriented
The users that used our website were goal oriented, and had specific set of problems they needed a software solution for.
The users that used our website were goal oriented, and had specific set of problems they needed a software solution for.
Specific key words
Specific key words
The users used specific key words and filter options to narrow down their search and look for their desired product.
The users used specific key words and filter options to narrow down their search and look for their desired product.
Technical experts and decision makers
Technical experts and decision makers
The users had a basic amount of technical expertise in their sector, they would evaluate the choices based on how the product aligned with their technical requirement.
The users had a basic amount of technical expertise in their sector, they would evaluate the choices based on how the product aligned with their technical requirement.
In-depth research before the purchase
In-depth research before the purchase
The users went through the product description thoroughly, checked compatibility and did an in-depth technical research before making a purchase decision.
The users went through the product description thoroughly, checked compatibility and did an in-depth technical research before making a purchase decision.
Product Listing Page
(Exploration)
Improved and added more filters for quicker discovery
Article and ads to increase engagement and value
Added a homepage
Products from different developers
Added social proofs like Reviews
Improved fidelity
Discarder Hero banner to only focus on exploration
Announcement bars for communication
Sorting
Suggestion Banners / Value Communication
Improved visual rythm
Shifted ‘support’ and ‘contact us’ to focus on exploration
Product Listing Page
(Exploration)
Improved and added more filters for quicker discovery
Article and ads to increase engagement and value
Added a homepage
Products from different developers
Added social proofs like Reviews
Improved fidelity
Discarder Hero banner to only focus on exploration
Announcement bars for communication
Sorting
Suggestion Banners / Value Communication
Improved visual rythm
Shifted ‘support’ and ‘contact us’ to focus on exploration
Interview Insights
“I am investing but what if its not the right fit for us”
“We sometimes need help to understand what the product does”
“Sometimes after the purchase we realise product is not compatible with our system”
“I come across too many similar options so its hard to decide which is right for me”
“I only purchase from verified sellers"
“We purchase in bulk so it is very important for the site to be reliable”
“Alot of time and research goes in finding the exact product that we need"
Homepage
Homepage was additionally added in MVP++ version to enhance discoverabily
Assess your carbon impact
This section encourages users to be more conscious of the decisions they are taking by giving them data driven insights on how their choices impact the environment. The purpose of this was to help users make responsible and sound choices while reinforcing the company vision of a sustainable and a green future.
This section encourages users to be more conscious of the decisions they are taking by giving them data driven insights on how their choices impact the environment. The purpose of this was to help users make responsible and sound choices while reinforcing the company vision of a sustainable and a green future.
Popular Categories
Popular categories help users get a quick overview of all the categories upfront, it helps with product discovery and navigation by leading them to their goal in mind. Showcases company's offerings at a glance.
Popular categories help users get a quick overview of all the categories upfront, it helps with product discovery and navigation by leading them to their goal in mind. Showcases company's offerings at a glance.
Featured Industry Collections
This section filters products by industry to helps the company highlight some of its featured collection helping users understand companys offerings. It also helps with product findability by dividing the products into collections.
This section filters products by industry to helps the company highlight some of its featured collection helping users understand companys offerings. It also helps with product findability by dividing the products into collections.
Most popular software
This sections lists the software that are popular amongst the users through user activities and data driven insights. It acts as a social proof to help users in decision making.
This sections lists the software that are popular amongst the users through user activities and data driven insights. It acts as a social proof to help users in decision making.
Resources & Services
Provides quick access to services provided by the company. It also reinforces reliability and trust in user.
Provides quick access to services provided by the company. It also reinforces reliability and trust in user.
Articles and Guides
This section holds educational content by the company. It educates users on safety and technical guides as well as on products and services that omron provides
This section holds educational content by the company. It educates users on safety and technical guides as well as on products and services that omron provides
Product Listing Page (MVP++)
Product Listing Page (MVP++)
Product Listing Page (MVP++)
Product Listing Page (MVP++)
Product Listing Page (MVP++)
Design Decision
Anatomy
Anatomy
Announcement Message
for Value
Reviews
for Trust
Tags
for Ease of Use
Suggestions
for Value
Sorting
For Ease of Use
Article
For Value
Advertisement
for Value
Product Description
for Value
Filters
For Ease of use
Cart
For Ease of use
Homepage
Homepage was additionally added in MVP++ version to enhance discoverabily
Assess your carbon impact
This section encourages users to be more conscious of the decisions they are taking by giving them data driven insights on how their choices impact the environment. The purpose of this was to help users make responsible and sound choices while reinforcing the company vision of a sustainable and a green future.
Popular Categories
Popular categories help users get a quick overview of all the categories upfront, it helps with product discovery and navigation by leading them to their goal in mind. Showcases company's offerings at a glance.
Popular Categories
Popular categories help users get a quick overview of all the categories upfront, it helps with product discovery and navigation by leading them to their goal in mind. Showcases company's offerings at a glance.
Featured Industry Collections
This section filters products by industry to helps the company highlight some of its featured collection helping users understand companys offerings. It also helps with product findability by dividing the products into collections.
Featured Industry Collections
This section filters products by industry to helps the company highlight some of its featured collection helping users understand companys offerings. It also helps with product findability by dividing the products into collections.
Most popular software
This sections lists the software that are popular amongst the users through user activities and data driven insights. It acts as a social proof to help users in decision making.
Most popular software
This sections lists the software that are popular amongst the users through user activities and data driven insights. It acts as a social proof to help users in decision making.
Resources & Services
Provides quick access to services provided by the company. It also reinforces reliability and trust in user.
Resources & Services
Provides quick access to services provided by the company. It also reinforces reliability and trust in user.
Articles and Guides
This section holds educational content by the company. It educates users on safety and technical guides as well as on products and services that omron provides
Articles and Guides
This section holds educational content by the company. It educates users on safety and technical guides as well as on products and services that omron provides