CASE STUDY
Our client is building Entercom.io, a buyer-centric CX marketplace designed to help companies procure CX software. They need our support visualizing buyer journeys and user flows so they can improve the existing buyer experience within the marketplace to maximize conversion and retention. The goal is to enrich
the product page and provide a smooth and seamless seller onboarding experience.
Problem Statement:
How would you create a seller's onboarding experience for a CX marketplace company?
Overview: About the project
Challenges
Create a prototype for a seller on Entercom.io to create, edit and manage multiple product pages in an online marketplace.
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Focus on seller experience
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Create a self-service onboarding experience for sellers
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Enrich product page
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Have buyer spend at least 7–10 seconds on the product page
What I Learned
The IDP team researched how Entercom.io competitors handle similar issues regarding customer engagement. We discovered that more access is better, and we kept this in mind when developing our prototype. We developed a product page with tags for industry users, professional users, and key terms. Additional details include previous and current customers, awards and recognitions, product information, product features, pricing, educational videos (demonstrating the use of the product), webinars for future products, and a personalized CTA for direct access to the seller for a demonstration or discovery call.
Research Plan
Here is the Industry Design Project team's research plan which lists out the research goals, as well as the methods used to accomplish
those goals.
Affinity Map
Here are the notes the team gathered from the participant interviews to create an affinity map. This grouping of notes allowed us to synthesize the information gathered and helped us decide on a design solution.
UserFlow
Here is the Industry Design Project team's user flow that will help identify the critical path users will follow when using the app or site.
Sketches
Here are the Industry Design Project team's sketches of the site.
Wireframe
Here the team added the visual representation of the user interface that helped us determine how elements will be placed on the page.
High Fidelity Mockups
Here the team added the final visual designs and styles to the userflow.
Click image to view prototype
Results
The onboarding process for the product page was deemed a success among test participants. Research and selection of product information were validated. Allowing sellers to post webinars proved very appealing for both buyers and sellers. Awards and recognitions also proved to be more significant than expected. Minor cleanup, but all in all a success.
Final Design
Conclusion
This projects biggest challenge was trying to enrich the product page and provide a smooth and seamless onboarding experience. As a part of the Industry Design Project team, I worked on the product page and prototype design along with Tara Wiedenman and Myles Ratliff. User evaluation and tests were carried out by Merlin Benny. We worked closely together as a team on the re-design of the product page onboarding process. After several rounds of usability testing and iterations, the product page onboarding prototype was approved by the client. I enjoyed the opportunity to bounce ideas off of other team members as we worked on a common goal. The user research and product page onboarding process prototype we created will enable the Entercom.io developers as they progress toward the revamping of the site.
18+
Online secondary research (hours)
3
usability tests
3
iterations
Testimonial from Prototype user
"Self-Explanatory."