Time

2019

My Roles

UX Design

UI Design

Research

Team

Developers

NyFifth Imprint Business

NyFifth.com is a wholesale e-commerce company. The imprint service process on the website is quite challenging to use for the customers and our colleagues. The frustrated user experiences dropped the conversion rate, and the complicated order process costs increased time in the customer service. I got the chance to work with the development team to redesign the process to achieve the business goals.

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Overview

Improve the efficiency and accuracy of the imprint order process by redesigning the workflow.
Considering the different demands of the customers, design the specific processes to satisfy the needs.

Redesign the mobile site to attract the visit source from social media promoting.
Refine the branding of the website and improve the integrity of the company.

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Project Goals

Customer workflow:

1. Product Page:

The layout is overwhelming, and the content is not organized to help the users understand the information.

On the imprint page, the customers need to manually type in most of the content, which is inefficient and error-prone.
The customer information form is on the imprint form. It makes the user spend a long time finishing the tasks on one page. It will increase the risk of losing the input content by accident.

2. Imprint Form:

Internal backend view:

The product sizes/qty/colors are in a random format which depends on what customers input. Some customers might miss the requirement.
The decoration notes of different artworks are mixed in one input box.
"Artwork 1" and "Artwork 2" are difficult to distinguish by order in the backend page.

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Current Product

Internal team:

Customer Service: Janice

Imprint Service Manager: Nina

Customers would call us to make the order because they think it will be easier than typing.
We have to email customers back and forth to complete the orders even they are return customers.

We have to wait for the graphic mockups to get approved by the customers, then make the order to process. This takes quite a long time to finish because many customers don't have any experience with imprint services.

Clients:

Return customer

Repurchase items from the previous orders
Already know the approximate price
Need to make the order ASAP
Want to check the progress of the order

First-time customer

Limited knowledge about the imprint methods
Need some modifications to the imprint artwork
Sensitive to the price and minimum quantity

Bulk order customer

Need to have a mockup and quote ASAP
Might need to modify the mockup
Might order multiple items
Sensitive to the process durations

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Users

I conducted the user flows of the most popular imprint websites. I capture their user flows and created a new flow chart to help the stakeholders understand the potential features.

Instant Quote:

Most websites support instant quotes for those customers who want to see the price immediately, and they allow customers to place the orders on the same page. This feature helps to shorten the process. However, the pricing system is a big challenge for NyFifth because it varies depending on the vendors and products.

Mock-up Tool:

Furthermore, the online mock-up tool is another excellent feature to increase efficiency. It helps first-time customers quickly get a preview of their ideas and also assists the designers in modifying and completing the mock-ups.

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Competitors

Based on the task flows for the different customer groups, we talked with some users and collected their feedback. I created different versions of the concepts ( wireframes/sketches) in order to test with the users and kept iterating the concepts.

We got many insights from the customers and our imprint team. For example, many of our customers don't use their accounts to track their orders instead of email or call us; imprint order folks spent a lot of time going back and forth between the customers and the factories for modifying the quotes and imprint requirements.

Current purchase flow

New purchase flow

Customer Account Page

We want to engage more customers to use their online accounts to manage their orders. We want to make the "old-fashion" business more efficient and streamlined.

Online Mockup Feature

We will investigate an online mock-up plugin to help our customers be able to have a quick preview of their imprint results.

Re-order Feature

It will have a "Re-order" option in the customer account, and customers can also change the imprint items and the design instructions when they make the new order.

Online Quote

The online quote system will increase the efficiency and accuracy of the process, and the customers can place the order right away instead of emailing back and forth.

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Opportunities

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Concepts

Website-Desktop: Imprint form

Website-Mobile: Imprint form

Backend system view: Imprint order

Backend system view: Online price quote

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Design

It was a unique project in my UX design experiences. We have multiple users using the same product—the customers and our imprint order team. Furthermore, we have multiple target user groups, and their needs and priorities are so different from each other. I need to organize all the needs and requirements of different users and consider them when I explore the new flows. Although different people have different needs, the goals and expectations are the same. Everyone wants the process to be more intuitive and efficient. The solutions are not very complicated, but the user study and test process gave me many insights.

As a solo designer, I worked in a relatively "old-fashion" business; it was a challenge. I was lucky that I got supported by my coworkers, and they were excited to see the brand new flow works on the website. People who were struggling in their day-to-day work would have much passion for helping and supporting the designer trying to solve their issues. We were helping each other and making the business more successful. That is our common goal.

Online Quoting System