Problem Identification
Registration Process
The initial registration process was too generic and did not cater to the specific needs of different user personas, leading to confusion and a high drop-off rate. Specifically, the onboarding for seller personas was managed manually by an admin from Bay Supply, resulting in inefficiencies and delays.
PDP
Previously, the platform did not support multiple offers per product, meaning each Product Detail Page (PDP) was limited to a single seller's listing. This lack of competition and comparative data made it challenging for buyers to evaluate different purchasing options and led to a less dynamic user experience.
PLP
With the introduction of multiple offers per product, the existing Product Listing Page (PLP) format, which included quantity fields and 'Add to Cart' buttons, became inadequate. This setup did not effectively guide users to the Product Detail Pages (PDP) where detailed offer comparisons could be made, leading to potential confusion and a fragmented shopping experience.
Registration Process Solutions
1. Persona-Specific Onboarding:
Created tailored onboarding flows for five personas — Buyer, Distributor, and various Manufacturer types — to deliver relevant guidance.
2. Automated Seller Onboarding:
Replaced manual admin onboarding with a fully automated process, speeding up setup and reducing admin effort.
3. Focused Seller Onboarding UI:
Introduced a sidebar with steps, progress bar, and Save & Continue options for clarity and focus.
Ends with a ‘Congratulations’ page guiding sellers to start adding products immediately.
PDP Solutions
1. Multi-Seller Product Listings:
Redesigned PDP to support multiple sellers per part number, enabling competitive pricing and more buyer options.
2. Dynamic Buy Box:
Displays best offer by stock, MOQ, and net price, with volume discounts and shipping info. Includes Add to Cart and Add to Quote List.
3. Comprehensive Offer Comparison:
Added table showing all seller offers with key details and a Select Offer CTA.
PLP Solutions
1. Updated CTAs:
Removed quantity fields and “Add to Cart” from PLP. Added “View Seller Offer(s)” to open PDP and “Add to Quote List” for quick quoting.
2. Offer Info Enhancements:
Added In-Stock and Backorder Only tags plus a banner showing seller count and starting price (e.g., “6 Offers from $0.0270/each”).
3. Stock Visibility:
Introduced an “In Stock Only” toggle to filter readily available products and streamline shopping.