Project summary ✦
Redesigned Megamarket's Dynamic Pricing tool, improving usability for all sellers and increasing tool adoption. Introduced features like automatic price adjustments, regional segmentation, and budget control.
Audience
Sellers on the Megamarket marketplace.
Context
The feature of Megamarket is the common product card. This means that a product listed on the card is sold by multiple sellers at the same time. However, only the seller with the best conditions, including the most favorable price, appears on the main "Buy" button.
Given that 80% of users make purchases from the main "Buy" button, all sellers compete to appear on it.
To compete on price at Megamarket, you can use a tool called "Dynamic Price" which automatically reduces the price of a product to match that of competitors within a set threshold.
Business Problem
Based on the research findings, the interface was deemed difficult to set up and failed to meet all user requirements. Consequently, new sellers made limited use of dynamic pricing, despite it being one of the most critical tools for promoting products within the product card.
When asked to set up Dynamic Pricing, some users experienced difficulties. Was it unclear whether to set it up using checkboxes or with the help of a switch?
— Quote from the report on the results of in-depth interviews and UX tests
Measure of Success
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New sellers understand how to set up Dynamic pricing for their products.
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There is an increase in the percentage of merchants using Dynamic pricing.
Team
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Project Manager,
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UX Researcher,
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Product Designer (myself),
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UX Writer.
My role
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Discovery and analysis of research data,
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Creating Task Flow,
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Developing task scope with Product Managers and Business Analysts,
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High fidelity design, edge cases.
Research
The UX researcher conducted a series of in-depth interviews with Dynamic Pricing users, which served as the foundation for future interface changes.
The study revealed that users have varying patterns of interaction with the interface. Large sellers with thousands of products prefer to set up Dynamic Pricing through Excel, while sellers with only a few dozen products prefer to use the interface. Additionally, some users require the ability to enable Dynamic Pricing for all products at once.
Research Analysis
Based on the study, I analyzed the pain points of salespeople and categorized their issues.
Current issues:
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New sellers are having trouble understanding how to turn on the setting, and the interface is overloaded.
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Users are not noticing the training landing page.
New functionality:
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Automatic price increase, not just decrease.
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Ability to restrict the action of the Dynamic Pricing feature by regions, warehouses, and work schemes.
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Budget feature — so that users can try Dynamic pricing without spending a lot of money on it.
Task flow
Before starting to work on the layouts, I created a Task Flow. At this stage, we work closely with the Product Manager to align our expectations and work through all possible scenarios and edge cases.
After breaking down all the functionality, it became clear that the plan was too ambitious. The Product Manager and I decided to remove some features, thereby reducing the development cost by 30%.
Design Process
Once the Task flow is agreed upon, I break it down into individual scenarios and proceed to work on each one. This visual separation enables me to concentrate on one aspect of the flow at a time and ensure that no corner cases are overlooked.
Additionally, my colleagues have noted that this approach significantly streamlines navigation through large files:
Overview of project’s Figma board:
Result
Let's review the main problems and adjustments and take a look at what has been updated.
Fixed overloaded interface
The initial screen of the interface has been revamped. Users will now be able to easily identify where to click to add a product to the Dynamic Price
We have streamlined the product table by hiding some of the detailed Dynamic Pricing settings in a drop-down menu. Furthermore, we have also removed most of the text to make the interface more concise.
I have updated the analysis of competitors' prices to make it more visually appealing and easier to understand.
Made educational landing page more prominent
Previously, users were unable to access the educational landing page as it was located within a banner that was perceived as unclickable. In order to address this issue, I have redesigned the interface and added a separate button to access the landing page.
New Advanced Setting
Segmentation by regions, warehouses, and work schemes. You can now segment the action of Dynamic Pricing. For example, include promotions only for a specific region or for a warehouse where you need to quickly sell off inventory.
Automatic Price Increase. Sellers who offer prices lower than their competitors can now automatically increase their prices to match the nearest competitor. This way, they can still offer competitive prices while increasing their revenue.
Budget feature
One of the barriers to using Dynamic Pricing is that it's unclear how much money you'll ultimately spend on this type of promotion. To remove this barrier, I created an interface with a simple budget setting. Now, Dynamic Pricing will automatically turn off once the set amount for promotion is spent.
Made by Daria Khitrina | CV | LinkedIn | Medium | khitrina.dasha@gmail.com