Improving Conversion for B2B Sampling in Regional Retail (Bilingual)
I resolved critical issues to bring a 30% boost in adoption and 50% drop in cart abandonment within three months post-launch, by bringing transparency in effective sample evaluation.
MY ROLE
Lead UX and Content Designer
Project Team & Stakeholders:
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CEO, Product Owner, Field Researchers, Developers, Content writer (Malayalam)
Pre-Engagement Observations: 4 months (Company monitored performance and feedback post-launch)
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1st week: Assessment and Engagement
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5 weeks: Research and Redesign
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9 weeks: Implementation and Testing
Launched initially with significant usability issues, I was brought in to pivot the project amidst competitive market pressures.
DEFINING THE PROBLEM
Local retailers hesitated to fully embrace the sampling platform, causing delays in accessing new homegrown brands.
15%
Only
retailers used platform regularly
15 days
Avg
to make purchasing decisions post-sampling
70%
carts are abandoned
2/5
customer satisfaction scores
We dived deep into the daily challenges and expectations that 122 local suppliers and retailers had from the app.
UNDERSTANDING THE SHORTCOMINGS
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I led a team of three field research assistants across four districts in Kerala, India to conduct usability recordings and market analysis to find the barriers to digital adoption.
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I also engaged directly with 31 users (24 regulars and 7 first-timers) to zero in on major concerns like those shown below:
Synthesized user feedback and shortcomings to build site map
REDESIGNING THE PRODUCT CATALOG
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Thematic and content analysis on user interview data extracted clear themes, their frequency and impact.
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We worked with users to find asnwers like —
"What information do you need to trust a product sample listed online?"
"How would you like to provide feedback about the samples you receive?"
Building product cataglog with 31 users (24 regulars and 7 first-timers)
My redesign led to a 25% hike in daily active users, highlighting the effectiveness of the improvements.
DESIGN AND TESTING
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We returned to the local shops and markets to test our designs in environments natural to the users
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I designed accessibility tests to check if the platform is easy-to-use for retailers with varying tech skills, crucial for widespread adoption.
Local Business Impact 🌎
Introduced bilingual support in the app to cater to local users
✅25% expanded market reach
Design Rationale 👆
Simple UI/UX to reduce learning curve for non-tech users
✅Cut transaction time by 50%
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This limited rollout phase with ongoing active testing in its third month, revealed the need to consider tech proficiency, language barriers, and simple learning curves for better adoption.
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I also witnessed how overly sophisticated UIs can mischaracterize products as luxury items rather than daily tools in the eyes of regular users.
Advocating approachable design achieved a 30% increase in adoption a 50% drop in cart abandonment
PROJECT OUTCOMES AND REFLECTION
850 sellers
250 retailers
10000+ samples ordered
