Partners often struggle with navigating the app to manage their store, inventory, and orders. The current interface is cluttered and confusing, making it difficult for them to find what they need quickly. This results in frustration and decreased efficiency, ultimately leading to a negative impact on their business.
This project focused on adding clarity to our product and redesigning things to make platform more user friendly and info. As Frendy is a startup so the changes come up very frequently and with very short deadlines but we take that as a challenge rather than a problem. So, to work on user retention and increase in sales over the application.
A number of deliverables were required for the project, including:
1. Competitive analysis
2. User flow
3. User Personas
4. Wireframes
5. Prototypes
6. Final Screens
Working as a solo UX Designer at Frendy, my role was to lead the design process from wireframes to high fidelity prototypes. We tried to keep the functionality very vast so that we can scale it in future and as per our stakeholders demands. It was a team effort of understanding what are the possibilities from the developers end to what our audience will prefer.
Tools- Figma, Smartlook and Canva
Duration- 2 months
Increase in User-Partner Interaction
Decrease in spending time on placing order on behalf of customer
Improvement in Partner's sale v/s Overall Time Spending on Partner App index
1. Dashboard that proved to be complex for women homepreneurs.
2. Tedious user flow that creates hurdles for user retention.
3. Missing out on special offers.
4. Redundant login/logout activity for partners to order on behalf of customers.
5. Partner’s need some engagement activity element for their customers.
6. Sharing order & product details verbally or in writing consumes too much of a partner's time and efficiency.
7. Target audience which is not tech savvy that creates gap between actual order placement vs trial orders to check how it works. This gap creates operational hurdles in terms of order returns & cancellation.
Our target audience is people who want to start small businesses and earn profit with low investments. Frendy works for Bharat customers and we understand that they are not that tech savvy so we should keep things simple for them. Our users are from areas where people buy on trust. The target audience seeks value out of all the purchases, they do not prefer changing their usual shopping behavior, they need assistance from their regular shopkeeper in making purchases.
1.Our display of front pages should be very strong and we should put items which people are highly interested in first rather than the offers.
2.We have to understand different triggers of what we say to our TG as they are very different when it comes to men or women. For ex- the word “Business” excites men but women kind of feel a sense of fear or get a bit disinterested.
3.We have to take care that we can explain our process and what we do in a very simple manner and also every time our goal and motto should be same. For ex- Sometimes we say we do it for women empowerment and sometimes we say it for business so the language or the content should be molded in a very clean and clear manner.
4.Everyone is “Tech-Savvy” if they see PROFIT.
5.We have to add the feel of “FOMO '' to get more partners and also the banners should add the feel of urgency. For ex- Adding sales or stock figures like only 23 hours left or only few left.
6.More images and representation of partners on the home page and also according to the different categories can be used to add the feel of comfort and similarity to the women of the same age.
7.Sometimes people are getting confused about what we offer like Job, business or women empowerment and like do they have to shop or it is an organization they have to join so the brand clarification should be very clear.
After many meetings with product managers and understanding the problem statement I move forward with ideation according to the requirements. I understand that our TG is not Tech-Savvy and they face a lot of issues when it comes to using different things over the app so firstly, we have to clean up the way we show our products so our users understand our products and will add more items to buy. In addition to this I came up with the concept of TV screens which I observed while visiting partners' houses. I got that our TG Focuses more on the images rather than text but according to our business requirements there is a lot of text we have to display over product list so, I we used this TV concept where the image will look like it’s inside a TV screen and the text on the right explaining the image. For the analytics part I know that our TG won’t be able to learn much from the big graphs and charts so we have to keep it very simple. Onto the dashboard rather than graphs we added direct numbers which will get our partners to understand their business and will help them focus on the important things.
When it comes to deciding colors, the graphic designing team has already came up with that for me. At Frendy, to keep all the graphic over the website and creatives sharing over WhatsApp constant we agreed on a common color schemes for Frendy.
Frendy is based in Ahmedabad and is targeting a lot of local customers so we decided to keep the app multi-lingual so that our users feel more comfortable and our Tier-4 and Tier-5 audience will appreciate the content more. And the same typography is applied to all the graphics we put up over our website and our apps.
1. Aesthetically Good Interface – When it comes to home page and product list the arrangement of data is very bad and also compared to other apps it has much more data which has to be shown so to compensate that we have to create a new look for users to have a better understanding over our app.
2. Better User Flow - We worked on improving the user flow as the CTA’s were not that clear before and users usually get lost because of that. We want to reduce the time of users from selecting the items to successfully placing the order.
3. Notification History – Missing out Notifications are very normal things as we clear all notifications so frequently. Due to this Partners & Customers miss very special offers as well as Partners miss out in confirming their customer’s orders. So we build Notification history to never miss out anything.
4. Partner Ordering for Customers – We added a feature of partners ordering on behalf of the customers as we noticed that the customers are comfortable with using WhatsApp, so to give our partners an advantage we came up with this concept. So, now the customers can send a list of items over WhatsApp or over a call to the partners and partners can directly place it from their app on their behalf.
5. Customer Retention by Partner – To increase the customer retention we added a feature of creative sharing over social media as our TG enjoy sharing things like Good Morning messages over WhatsApp so using this our partners get their own customized creative which they can share over WhatsApp. This also helps us increase the branding as over every creative we have our brand logos and when our users add these over their social media stories or posts we get our free advertising.
6. Sharing Cart & Order Sharing – As we got that our customers are heavy users of WhatsApp, so for our partners we added the feature of sharing the whole cart and orders through a link over WhatsApp.
7. Order Confirmation by Partner for better operations – For making things easier for our warehouse team i.e., the operations team we added a feature of order cancellation by partners as we got queries from the partners to cancel their orders they have put in by mistake so to give them an ease and control over the orders we added this feature that they can easily cancel their orders by themselves and this also saves a lot of manpower and processing for our operations team as they don’t have to process any false orders.