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.
Our Innovative solutions
Persona-Specific Onboarding
Designed unique onboarding flows tailored to five different personas: Buyer, Distributor (selling and non-selling), Manufacturer Selling Directly, Manufacturer Selling through Bay Supply, and Manufacturer Selling through Distributors. This ensures each user receives relevant guidance and information.
Multi-Seller Product Listings
Redesigned the PDP to accommodate multiple offers per part number. This enables multiple sellers to list the same part, creating a competitive environment that benefits buyers by providing more options.
Updated Call-to-Actions
Optimization: Removed the quantity field and 'Add to Cart' buttons from the PLP. Instead, introduced a primary 'View Seller Offer(s)' CTA button to direct users to the PDP for comprehensive offer comparisons. Additionally, added a secondary 'Add to Quote List' button to facilitate quick quoting.
