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Roposo Clout - Building a SAAS Dropshipping platform
The Business of Dropshipping
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Dropshipping is a retail fulfilment method where a store doesn't keep the products it sells in stock. Instead, when the store sells a product, it purchases the item from a third party (usually a wholesaler or manufacturer) and has it shipped directly to the customer. As a result, the merchant never handles or sees the product.
The advantage of drop shipping is it allows anyone to start a business with just investing in a website.
User Personas of Dropshipping
Dropshipping has 2 main sets of users in additon to Droppshipping influencers who are small group but are power users. Small ambitious sellers who only have a presence online and well established offline sellers who are looking to build their presence online. The later category understand the threads of the business but often times keep their offline and online categories different.
Roposos Clout has 2 platforms the seller side and the supply side.
Clout Seller side - Product Flow
Ropso Clout overall design is very modular, leading to flexibility and very low learning curve for new users
Case Studies
Seller Side - Enhancing Order Management
Customer support calls dropped by 12% and SLA breach reduced by 12.5%
The scenarios that needed to be worked on
1. When a Creator (Seller) Receives an Order
Scenario: A buyer purchases a product promoted by a creator.​ The order then needs to approved by the seller and then processed further
Identifying the different states of the order and documenting them
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Previous Design
Improved Design
Helping new dropshippers understand the flow. So concept model is cleared and WYSIWYG
Tradeoff: Customizing for user behaviour - The Seller got prepaid by buyer so a payment flow was added to the confirmation flow
​2. NDR Management
Scenario: The customer has placed the order and it has been shipped successfully but it has not been delivered due to various reasons. Dropshipper needs to understand what the error is and rectify it
​3. Failure to Sync: Diagnosis and fixing by the dropshipper
Scenario: Products sold by the creator come from various backend suppliers integrated into Clout. There are various scenarios that leads to the order not showing up in the confirmation flow and needs to be resolved by the seller.
Supplier Side - Enhancing Inventory Management
Uploading and maintaining products becomes easier and 25% of the inventory management team could be redeployed to sourcing hence improving productivity
The scenarios that needed to be worked on
1. Inventory needs to be checked for being OOS
Scenario: Inventory information has to constantly be kept updated by the internal team or by the supplier team in a seamless manner. Bulk features such as upload, creation of category and delete have to be created
2. Managin RTO/Returns
Scenario: Supplier needs quick updates on where they might be losing money in the form of failed deliveries and subsequent penalties.
Design and build a modular dashboard that enables dropshippers to view their business health
Scenario: Dropshippers come to the dashboard to get quick updates on what is the performance of their business and their business as opposed to other dropshippers on the platform.
Impact: Significant improvement in trust and improvement in workflow dues to reduced load on customer support
Context
Data is everything for dropshippers, so identifying and displaying the right metrics is crucial
Challenge
Helping drop shippers decide what they should pick from the plethora of product options available gets tricky as there are multiple reasons why a product works better than the other product in the market. The trends are often not clear until too many drop shippers are trying to sell the same product
Process
Modify the home page to allow sellers to glance all product related information upfront so they can make the right decisions on what they can add to their Shopify website.
Multiple test and feedbacks tried to analyse the importance of Headers (Categories, ), Social proofing (enabling drop shipper to understand how other dropshippers have fared with a particular product), video v/s static content or a combination of the two.
Opportunity
Help drop shippers pick the correct product for them to grow their business.
Impact: Orders increased by 20% once we introduced the design that helped dropshippers pick better
Context
Drop shippers often times sell only a handful of products and not everything shown on their website. These products are "hero products" that vary depending on the demographics, taste, style and requirements of the user base the dropshipper caters too. Success in drop shipping is often attributed to picking the right mix of hero products and exposing them to the right set of users.
Challenge
Helping drop shippers decide what they should pick from the plethora of product options available gets tricky as there are multiple reasons why a product works better than the other product in the market. The trends are often not clear until too many drop shippers are trying to sell the same product
Process
Modify the home page to allow sellers to glance all product related information upfront so they can make the right decisions on what they can add to their Shopify website.
Multiple test and feedbacks tried to analyse the importance of Headers (Categories, ), Social proofing (enabling drop shipper to understand how other dropshippers have fared with a particular product), video v/s static content or a combination of the two.
Role
UX Design Manager
#2 Oppurtunity
Enable users to request products that are not available in the system and enable them to test new products that they feel positive about
Impact: Test products increased confidence levels of sellers and a 80% increase in new products being pushed to Shopify!
Context
Identifying "Hero products" is often considered the most important skill in the game of dropshipping. As that leads to a sharp spike and continuous orders. Dropshippers have multiple strategies to identify and ensure that other dropshippers don't cannibalise on the order share.
Challenge
Motivating the dropshippers to try to spend time and energy identifying hero products. Also, dropshippers spent time on external platforms, it was important to build a communication channel to Clout
Process
Spoke to multiple dropshippers and gathered insights on how they figure out hero products. The resounding answer was "Trial and Error". Users needed to be given the comfort of being allowed to try and find out. This meant that they needed to have less anxiety on returns to try out the products. Hence Product testing featurs allow users to try out products with reduced RTO charges.
Role
UX Design Manager
#4 Oppurtunity
Helping Drop shippers get the correct Price for the products they want to list
Impact: Qualitative feedback from 75% sellers on the increase in trust and confidence on the platform
Context
Drop shippers work on varying margins and have various visible and invisible costs going into a product. For them bottom line decides wether the product is worth selling or not
Challenge
There are a lot of inputs to calculate the profit that a product will generate but not all of them are known to the system. Hence some were assumed and some were available and that had to be communicated without overwhelming the users. The other softer challenge from design pov was there were multiple stake holders with a different opinion on the subject and the design had to solve for all.
Process
The main users of profit calculator would be new users. So it was crucial to to make it easy to understand but build layers if some one would want to understand deeper.
To start with a basic a layout and then figure how to group information and highlight the right information to ensure that the dropshipper makes the right choice
Role
UX Designer Manager
#5 Design Oppurtunity
Helping drop shippers serve their customers better by using WhatsApp
Impact: Contributed an Increase in Dropshipper Retention rates as this makes them stick to the platform longer
Context
Any transaction is only valuable if the end customer receives the product and completes the payment loop. Hence last mile communication is crucial to a drop shipper
Challenge
A paid feature so the design needs to communicate what are the benfits very clearly without making it look like an ad or an upsell. This was a legitimate feature we knew would really benefit our users!
Process
The page itself was a single page to build awareness
Impact
Power Drop shippers loved it and it and in order to convicne more folks to join, business team agreed to start a free trial for some users.
Role
UX Design Manager
Origin of the idea
The importance of this feature came from user feedback from our previous product where the context was a bit different but the need was exactly the same! As designers it was important to be able to identify patterns and predict how useful this would be to drop shippers
Identifying and maintaining the Information heirarchy when there is a lot of data to be shown
Context
On Clout there are multiple actions to be taken based on the previous action and these require a good understanding of what actual happens on the users end and simplifying from that point
Challenge
This can be overwhelming and often time feels unnecessary, hence it is important to understand the flow. Designers struggle between the need to keep the interface clean and
Process
Understanding user flows followed by mini- card sorting or discussions followed by validation
Role
UX Design Manager
Building and maintaining a Design system that looks and behaves consistently
Challenges
Why is building a design system was more challenging on Clout than on the Roposo Shoptab
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The focus is often on solving a user pain point or on creating a smooth functionality rather than hyper focussing on consistency. Hence this rarely gets prioritized.
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The users are more often than not using it to get tasks done and dont bring it up in the feedback, hence it doesn't get prioritized
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Shipping timelines are very tight and hence picking changes becomes difficult
Process
Its important to rally around small changes but work on it consistently. So we started changing one screen at a time in line with the product roadmap. So no screens were pciked only to fix UI but all screens that were picked were introduced with the new UI. As roadmaps inherently are built keeping in mind usage and coverage, crucial screens tarted getting more consistent and we received positive feedback for the same
Principles
- Clarity and Simplicity
- Reusability and scalability
- Consistency (to be maintained as much as possible)
Accessibility and inclusivity
Clout has users coming from various backgrounds and abilities, we follow the WCAG guidelines keeping in mind the key principles of
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Perceivable - This means that users must be able to perceive the information being presented (it can't be invisible to all of their senses)
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Operable - This means that users must be able to operate the interface (the interface cannot require interaction that a user cannot perform)
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Understandable - This means that users must be able to understand the information as well as the operation of the user interface (the content or operation cannot be beyond their understanding)
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Robust - This means that users must be able to access the content as technologies advance (as technologies and user agents evolve, the content should remain accessible)
Stay tuned more projects to come!
Do get in touch to discuss some more
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