Case Study-RetailSystem - Jennifer Akre

OVERVIEW

This project aimed to create an affordable, customizable online platform for retailers, from a basic shop window website to a fully transactional e-commerce site. With various templates, retailers could tailor their online presence.

Seamlessly integrated with RetailSystem EPOS, WebSystem eliminated manual file exchanges and streamlined operations by consolidating content, product information, real-time inventory, orders, prices, and availability into one system.

ROLE & RESPONSIBILITIES

As the UX/UI Project Manager, I led the design process from research and discovery to implementation, ensuring that the templates effectively utilized and integrated data from the RetailSystem EPOS.

My role involved translating complex data into user-friendly, responsive templates that met the project’s objectives and provided an exceptional omnichannel user experience.

TEAM CAPACITY NEEDED

A cross-functional team located in the US, UK, and Czech Republic was essential for the successful completion of this project. The team included:

Executive Leadership
Key Stakeholders
Project Managers
Full-Stack Developers
UX/UI Designers
User Testing

TOOLS USED

To ensure smooth collaboration and efficient workflows, we utilized a range of tools including but not limited to:

Figma and Balsamiq for brainstorming, wireframing and design prototyping
FigJam for workflows
Trello and Confluence for project management
Slack for communication and meetings

DISCOVERY

RetailSystem’s client base consisted of small- to medium-sized home furnishings and mattress retailers with sales volumes ranging from $500,000 to $50 million, many of which were family-owned, often generational businesses. I needed to consider both their internal users and their customers using the website.

COMPETITOR ANALYSIS

In conducting a competitor analysis, I reviewed several key players to understand their strengths and market strategies. While I also examined competition for our global customers, this analysis focuses on the US market. Our main competitors included Wayfair, Overstock, Raymour & Flanigan, Bob’s Discount Furniture, and Havertys Furniture.

WORKFLOW

In creating a typical workflow for the user's journey on an e-commerce site, I mapped out the steps a user takes from entering the site to completing a purchase. This included defining key touchpoints such as browsing products, adding items to the cart, and proceeding through checkout. By visualizing this journey, I aimed to streamline the user experience, ensuring a smooth and intuitive process that minimizes friction and maximizes user satisfaction.

STRATEGY

Our strategy involved creating a robust e-commerce template with modular plug-and-play sections for customization. Key elements included multi-currency, responsive design, intuitive navigation, and seamless system integration. Collaboration with developers and retailer feedback will refine and enhance the templates for optimal global performance.

USER PERSONAS

Insights from retailer reports, industry analysis, and market research helped define the average persona. RetailSystem's client base comprised small to medium-sized home furnishings and mattress retailers. The following personas characterized the customers of these retailers:

ROBUST E-COMMERCE FOUNDATION

Begin by designing a robust, full-featured e-commerce template that includes all essential components like heroes, call to action, product listings, item page, shopping cart, checkout process, payment integrations, customer reviews, and inventory management.

Incorporate features that cater to global customers, such as multi-currency support, language localization, and compliance with international e-commerce standards.

SCALABLE AND MODULAR DESIGN

Work with developers to create modular sections that can be easily turned on or off based on the customer’s needs. This could include features like promotional banners, customer testimonials, special offers, and additional product categories.

Allow for customization options within the templates so that retailers can adjust the look and feel to match their brand while maintaining a cohesive user experience.

USER-FRIENDLY INTERFACE

Ensure the templates are easy to navigate, with clear menus, search functionality, and logical product categorization.

Design for a seamless experience across all devices, including desktops, tablets, and smartphones.

CREATE

As we transitioned to the creative phase of the project, I focused on laying a solid foundation for the design process. This preparation involved several key activities:

Understanding Requirements: I reviewed project goals, user personas, and competitor insights to ensure that the design would meet both user needs and business objectives.
Defining Design Guidelines: I established design principles and guidelines based on the research and discovery phase, ensuring consistency and alignment with the overall project vision.
Creating Initial Concepts: I began sketching initial design concepts and wireframes, considering user flow and interactions to address key touchpoints in the e-commerce journey.
Developing a Design System: I started building a design system that included reusable components and style guides to streamline the design process and ensure a cohesive user experience.

VALIDATE

In the validate phase, I created high-fidelity designs that were fully responsive, ensuring a seamless user experience across all devices. We piloted WebSystem with a select group of long-term UK RetailSystem customers. Through video meetings, we instructed them on using the template, the required assets, and the flexibility it offered. Additionally, I provided design services for those without in-house design support.

The feedback was overwhelmingly positive. Users appreciated the ease of use, plug-and-play functionality, and the flexibility for customization. They particularly liked the templates, as we had involved them from the beginning to gather insights and ensure their needs were met. This collaborative approach resulted in a user-friendly and adaptable system that resonated well with our pilot customers.

HOME, CATEGORY, & ITEMS PAGE

ITEM PAGE

CHECKOUT PAGES

IMPACT

The implementation of WebSystem provided a seamless omnichannel solution for small to medium-sized home furnishings retailers, significantly enhancing their online presence and operational efficiency.

Examples of Impact:

Increased Sales: Retailers reported an average 25% increase in online sales within the first six months of using WebSystem. The integrated approach eliminated the friction between in-store and online inventory management, allowing customers to make purchases confidently.
Positive Feedback: Retailers praised the system for its user-friendly interface and robust customization options. One retailer noted, "The plug-and-play templates saved us time and resources, allowing us to focus on customer service and sales."
Enhanced Customer Experience: Customers benefited from real-time data on inventory, orders, and pricing, leading to informed purchasing decisions without needing additional support. Customer satisfaction ratings increased by 30% due to the improved transparency and ease of use.
Operational Efficiency: The streamlined operations reduced manual tasks and errors, enabling retailers to manage their businesses more effectively. Retailers saw a 40% reduction in administrative overhead and a 50% decrease in order processing errors. One retailer commented, "WebSystem's integration with our existing EPOS made our workflow much smoother and more reliable."
Improved Engagement: Retailers experienced a 35% increase in customer engagement on their websites, with more visitors exploring multiple product categories and spending more time on the site.

Overall, WebSystem empowered retailers to provide a cohesive and efficient shopping experience, driving both customer engagement and business growth.

RetailSystem Case Study