Summer 2020 / Daraz / User Experience & Interface Design
User Experience & Interface Design
Daraz is South Asia's premier online shopping marketplace. Supported by a wide range of tailored marketing, data, and service solutions, Daraz has 30,000 sellers and 500 brands and serves 5 million consumers across the region. The dashboard is an important part of the seller's journey to manage their day-to-day operations and act as a communication platform between Daraz and the seller. However, sellers were unable to gain much value from it due to a lack of insights, useful features, and bad user experience.
Given the facts that:
Also, we found that the development team constantly created new components that cannot be reused, which lead to every enhancement usually requiring more time and work.
We came up with Seller Dashboard: The one-stop platform solution for Sellers to perform end-to-end activities from starting to growing their business. However, before moving forward, we conduct user interviews to better empathize with sellers & their needs.
We classified sellers into 2 segments. The first segmentation is based on seller membership, such as Regular Sellers, Power Sellers, and DarazMall stores. And other segmentation based on seller revenue (TPV).
From the analytics & usability studies, we discovered that type of seller membership has no major difference. However, The lower-tier sellers focused more on getting early transactions and attracting customers. They spent more time in shop settings and adding products. While the higher tier placed more emphasis on minimizing complaints & improving transaction quality. Thus, they spent more time on orders, resolution centers, and chat screens.