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Roposo Clout - Building a SAAS Dropshipping platform
Mentoring the Team
As part of the team mentoring, I also ensured that I invested time getting to know each team member, to not just judge by their current work but by their aspirations. While the roles are often defined, designers often exhibit skills that can be used across projects. So the first step was to understand each team member in depth. Here is a representational image of how i try to understand team members. Apart from core design skills, this also tries to understand individual designers working style, their aspiration so they can be assisted in not just completing their work but are also poised for personal growth.
"Everybody is a genius, but if you judge a fish by the ability to climb a tree, it will live its whole life believing that is stupid". - Albert Einstien
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Goal Settings and Level Expectations
Ensuring growth paths for the deisgners also needs to be supported by cler growth path and expectations from them. Every organization and product has its own nuances that need to be considered while setting this path for the team
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 basic workflows which are 2 platforms which follow the same design systems and patterns but are for different use cases.
Clout Market Place - Product Flow
Ropso Clout overall design is very modular, leading to flexibility and very low learning curve for new users
Opportunities & Impact are ​
the 2 drivers for good UX
#1 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
#3 Opportunity
Design and Build a modular dashboard that enables dropshippers to view their busienss health
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.
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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