Boosting SMEs
in e-commerce
area
Product Design
RESPONSIBILITIES
- Benchmarking
- Visual design
- Low-fidelity and high-fidelity prototypes
- Maintenance of the Design System
- Handoff to the development team
- Creation of reports
year
2022-2024
TOOLS
Figma, Notion, Google Docs, Maze Design, UserGuiding
Challenges
I joined the product team after the launch of the new version of the dashboard, which, although robust, had some usability errors. As the only designer on the team, we had to identify and prioritize the problems, focusing on optimizing the user experience to increase revenue and engagement on the platform.
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Apply the concepts of mobile first
Although the platform is responsive, at various times, the layout and navigation experience on mobile devices had issues.
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Improve usability
Many users had questions, encountered terms they did not understand, and found some processes very complex.
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Different audiences
Although the product is focused on beginner retailers, it was also necessary to work with advanced features to cater to large retailers.
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Refactor the Design System
Even when using a Design System, it often technically limited the applications, harming the usability of the product.
Results
4.1/5
in satisfaction with the new reports
+40
features worked on
during the year 2023
86%
satisfaction with the
new product registration
87,5%
increase in sales of
themes after store redesign
How could we help users
better understand the platform
Muitos clientes que começavam a usar a plataforma se sentiam perdidos, especialmente com o painel. Isso resultava em usuários confusos, incapazes de realizar ações básicas e, consequentemente, saindo rapidamente da plataforma.
Diante disso, a equipe de produto decidiu implementar um guia inicial (onboarding), que foi um sucesso. Agora, cerca de 80% dos usuários conseguem cadastrar pelo menos um produto no primeiro dia de uso da plataforma.
How could we increase interaction on the platform
Together with the onboarding, we introduced a checklist of tasks, providing users with a clear guide on what to explore on the platform.
By remaining on the homepage in the first 30 days, this checklist is structured in four steps, each with eight tasks, accompanied by tips and detailed explanations to guide each client toward the success of their online store.
After conducting research, heuristic analysis, and discussing with the support team, we opted to redesign the registration process. The main improvements included the revision of texts, the implementation of features to optimize the registration process, and adjustments to the workflow.
It is important to emphasize that the basic structure of the registration process has been maintained, considering the familiarity of many users with this type of process.
before
after
Feedback collected after the update
"Super positive about the new settings"
"I loved it, it became more complete!"
"I liked it, it simplified the registration"
How could we optimize our clients' reports?
The reports from our clients' online store were experiencing performance issues. After discussions with the infrastructure team, it was decided that these reports would no longer be native and would be transferred to a platform in a separate database, thus resolving the performance issues.
Taking this opportunity, we also implemented a performance analysis with specific graphs for monitoring the online store. This initiative aims to assist merchants in tracking and optimizing the performance of their stores.
After the launch of the MVP of the theme store, we were able to observe some areas for improvement. We implemented filters in the theme listing, refined the information hierarchy in the cards, introduced full personalized descriptions on the theme detail pages, and enhanced the shopping experience.
And along with weekly marketing actions, we were able to not only increase but also maintain the recurrence of theme sales per month.
before
after
How could we
optimize the visual
editor for beginners?
Users faced difficulties due to the complexity of using the theme editor for their stores, resulting in a significant increase in support requests.
To address this, we created a simplified editor that retains the main functionalities of the advanced editor, but in a more agile and intuitive way, reducing the number of items and making the process more efficient.
All users have access to the advanced editor, while new users can only use it after acquiring a theme on the platform, encouraging the purchase of themes.
How could we improve our Design System
Although we were already using the Design System, in some scenarios, the lack of documentation and some limitations prevented its efficient use.
In light of this problem, we promoted a complete restructuring of the Design System tokens, adopting primitive and semantic tokens.
We also reviewed all components, resulting in the comprehensive creation of documentation in Storybook, integrated with the component library in Figma.
How could we improve
navigation on the platform
The navigation menus represented a persistent challenge on the platform, as the main menu was always activated, even when trying to access a submenu. This situation resulted in slowness and frustration, as it was necessary to load the entire main menu page to access a submenu.
In light of this, we reorganized the menus, significantly improving your experience. Now, it is no longer necessary to open a main menu to access a submenu. Check out the details below.
before
after
Retrospective
Throughout my time at Bagy, I had the opportunity to contribute to various projects, some of which are presented here, related both to our internal ERP and the dashboard projects.
This experience provided a significant evolution in my strategic vision regarding business, products, and technology, allowing me to fully understand the strategic process behind every decision made.
Working on diverse projects brought enriching challenges and opportunities for continuous learning.
