How I design an E-commerce Platform that supports 4 different Personas

2024 Heritage: B2B e-commerce Mobile Application

 

Project Overview

Team

  • 3 Designers (Workshop Lead, IA Lead, Design Lead (Me)

  • 2 Researchers

  • Engineers

  • Project Managers

  • Business Analysts

Domain

The company specializes in providing building products tailored for businesses, focusing on pool and landscape needs.

Tools

  • Figma

  • Miro

Duration

Q4, 2023 - Present

I use the design thinking process to guide the project.

Define

I joined the project after the completion of the research phase. Here are the key highlights from synthesized Personas and Journey Map prepared by the researchers.

Key insights from Personas and Journey Map.

Ideate

Information Architecture

Wireframes

Design

Home Page - Though Process

Iterations

Taking into account corporate identity colors, domain, and accessibility, we proposed these four options.

 

In collaboration with the product owners, we agreed to add more detail to the product cards for the discovery going in to MVP version. However, I believe this 2 version is an excellent candidate for a usability test or A/B test in the future.

 

My Takeaway

  1. Flexibility and Adaptability: In this project, we have to navigate significant ambiguity, such as the decision on the theme color. Being open to feedback and willing to pivot based on new insights or changing requirements is crucial. Flexibility is key to overcoming challenges and finding optimal solutions.

  2. Clear Communication is Essential: When dealing with ambiguity, clearly communicating design decisions and their rationale helps align the team and stakeholders. This also sets expectations regarding the impact of changes or delays in decisions and scopes, reducing misunderstandings and ensuring a smoother collaboration.