User Painpoint

Retailers faced significant friction when reordering products. As one retailer expressed:
"It takes a really long time to find the products that I ordered. When I need to look for a product, I check my Excel file, copy-paste the info like name, EAN number, and search for it, repeating the process over and over."

Business Need

Reordering represented a substantial growth opportunity, as 80% of retailers' spending was allocated to reorder items. To capitalize on this potential, the objective was clear: create a seamless and efficient reordering experience, minimizing the time and effort required for retailers to place repeat orders.

02-Reserach

03-Solution

Goal 1: Simplify Reordering of Past Purchases

Dedicated Reorder Tab:

• Select items
• Adjust quantities
• Explore new products from the same brands
• Complete checkout seamlessly, all without leaving the tab

Goal 2: Encourage Exploration of New and Dormant Brands

1. Brand Highlights on Homepage:
2. A new Brand Highlight section showcased brands that retailers had previously ordered from. This feature:
   
   • Reminded retailers of brands they hadn’t ordered from in a while.
   • Presented a curated selection of products from those brands, ensuring consistent visibility and engagement.

04-Outcomes

1. Increased Efficiency:
   
   • Reduced the average reorder time from 21 minutes to just 3 minutes.
   • Shortened the reorder cycle from 60 days to 40 days.
2. Improved User Behavior:
   
   • Retailers seamlessly adapted to the new features, using the Reorder Tab and Brand Highlights to discover new products and brands.
3. Business Growth:
   
   • Reordering became a major growth driver, boosting Average Order Values (AOV) and reducing bypass rates.
   • Achieved an 18% year-over-year improvement in Q3 2024 bypass rates.

User Painpoint

Quote from a user “It can take a long time to load when entering and also when updating. I have left it many times due to taking too long to update. Large carts are lagging, not made for retailers that want to build assortments ”

Business Need

There’s is a huge potential in improvements in Cart loading delays stemmed from complex validations. UX lacked hierarchy, causing issues with 20 brands in the cart used as a wishlist, complicating scrolling and edits. The "Saved for Later" feature's placement and checkout restrictions amplified usability challenges.

User Insights:

Data Analysis:

• Load times for big carts reached up to 80 seconds, far exceeding acceptable limits.
  
• Users frequently misused the cart as a wishlist, leading to performance bottlenecks.
  

Competitive Benchmarking:

Business alignment:

Align with other teams for JTBD (Jobs to Be Done):

Problem identification & requiremnt profiling:

Redesigning information hierarchy:

• Moved calculations to the checkout step to streamline loading without increasing the drop off rate.
  
• Introduced clear, expandable content with a messaging system for cart updates.
  
• Visualized brand baskets as accordions for easier navigation.
• Moved “Saved for Later” to a drawer, reducing load times.
• Removed unnecessary details to declutter the interface.
  

Optimizing performance:

Usability testing & validation:

Gradual rollout:

Performance gains:

• Cart loading times improved by 300%, drastically enhancing user experience.
  

Conversion boost:

• Cart-to-checkout conversion rates increased by 15%.
  

Business impact:

• AOV and daily cart-to-order rates saw significant growth, driven by a faster, more intuitive cart.
  
• Retailers appreciated the functional and flexible design, empowering them to build assortments effortlessly