Fashion Wholesale B2B Service
Shinsang Market is a fashion B2B platform where wholesalers and retailers can list and order products. Based on the Dongdaemun fashion market, we have revamped the filter system to enhance product search usability. To maintain service consistency, we manage a unified design system and have launched a 'Shinsang Cash' transfer feature for easy non-face-to-face payments.
Role
Lead product design,
UX research,
Co-design system
Collaborators
1 Project Manager
1 Data Analyst
10 Developers
Duration
6 months (2021)
Tools
Figma,
Jira,
PPT
Problem
1.Inconsistent interfaces
The filters varied in their shapes, which resulted in a mix of user interface (UI) components that lacked uniformity. This inconsistency in design could potentially lead to a confusing experience for users, as they navigate through a variety of different shaped filters within the UI.
2.Inconvenient Product Filtering Usability
Users encountered difficulties in viewing the results of the applied filters. Additionally, making changes to or removing category-specific filters was cumbersome, requiring numerous clicks. This inefficiency in the user interface demanded frequent and unnecessary interactions, leading to a less streamlined and more time-consuming experience for the user.
Product Browsing and Filter Application Flow
Advanced filter system
I reclassified filter types to improve product discovery, presenting them in a bubble UI and standardizing interactions via a bottom sheet. Filters are based on the most used ranges, informed by data analysis and customer behavior. Furthermore, I enabled retail owners to view sales and advertising performance for effective wholesale store management.
Order Payment and Sales Performance Management
I developed a web-based service enabling wholesale traders to efficiently manage products and payments. This service automates the management of sales, cash balances, and advertising performance, providing users with report-style insights. It also facilitates the management of transactions between clients.
Background
Dongdaemun Cluster is a central hub of Korea's fashion industry, boasting thousands of clothing stores, design studios, wholesale, and retail shops. This area is a key destination for global buyers and designers seeking new ideas and products.
Sinsang Market service is the No1. platform connecting Dongdaemun fashion wholesalers with domestic and international retailers. Approximately 80% of Dongdaemun wholesalers have joined this service, and 93% of retailers revisit for its usage. Sinsang Market leads the way in transforming the fashion industry through efficient business connections and rapid market access.
Exploratory Research
Over a two-month period, our Exploratory Research phase was dedicated to unraveling the complexities of product discovery, filtering, and order processing and management within the fashion wholesale and retail industry. We actively engaged with a variety of stakeholders to uncover the primary challenges and needs in these areas. This extensive research was pivotal in guiding the design of a user-friendly and efficient system for product selection, filtering, and streamlined order management on our B2B platform.
FGI & Field Trip
Interviews with Fashion Wholesale and
Retail Business Operators and Logistics Managers
Verifying Order Management Experience
through Visits to Dongdaemun Wholesale Markets
Affinity Diagrams
We gathered and analyzed feedback from wholesale and retail owners about their product search experiences. This process helped us identify the current issues and pain points in the existing system, laying the groundwork for targeted improvements.
User Requirements
Based on our user research, we identified specific requirements for three distinct groups.
Usability Testing
Our goal was to thoroughly assess how effectively our platform met user needs in the product search and transaction processes. This phase involved analyzing behavioral flows across both mobile and web platforms and conducting field research at Dongdaemun Wholesale Market to observe real-world user interactions.
1.Behavioral Flow Analysis
We evaluated the effectiveness of the filter system in aiding product searches and the ease of the remittance process across mobile and web platforms.
2.Field Research at Dongdaemun Wholesale Market
During a visit, we observed how actual users navigate the platform for product discovery and payment.
Usability Evaluation Scale
Prior to conducting usability testing, we developed a usability evaluation scale. On this scale, green indicates a lower error rate, while red signifies a higher error rate. We calculated each error rate by considering both the frequency of errors encountered and the duration of each error.
Improvement Priorities
As a result, we were able to identify three tasks with notably high error rates from this table: 1) Wholesale and retail business owners frequently select product filters. 2) They search for products within a specific price range. 3) They experience inconvenience when connecting to external payment systems. This allowed us to prioritize usability improvements for these urgently needed functions.
The Challenge
How can we enhance the product discovery and payment experience to enable wholesale and retail business owners to focus on their core business activities?
Project Goal
Enhancing Usability from Product Discovery to Payment
I have completely revamped the filter environment to make it easier for users to find desired products among many. Considering the customer base of Shinsang Market, I aimed for straightforward and intuitive information visualization, unifying the design components.
Furthermore, I have newly developed the 'Shinsang Cash' transfer feature to alleviate the inconvenience of purchasing payments, ensuring an easy-to-use flow for everyone.
Previous
Design Direction
1.Product Management
A personalized setting is needed for quickly finding desired products and categories, and a desire for a comprehensive view of sales management.
2.Payment
Expansion of the purchasing process to the global market without visiting wholesale markets is desired, along with an in-app easy payment remittance system.
Takeaways
Stakeholder Consideration
I learned the importance of accurately identifying problems for each stakeholder and finding solutions that meet everyone's needs.
Social Responsibility
This service has taught me to bear a social responsibility for the changes it brings to the existing delivery system, and to be mindful of the societal impact of these structural changes.
Structured Design System
Starting this project highlighted the importance of a unified and structured design system, which I learned is crucial for cohesive and effective work.
Design System Development
I focused on clear information delivery by building a component-based system. In this process, I systematically categorized data types and established clear data mapping rules. This allowed me to create components that maintained functionality and consistency across the system.
Outputs
Global Virtual Payment System
We broadened the Shinsang Market platform by introducing a Sinsang Cash transfer feature for retail and wholesale, including external orders. This set the stage for new features and overseas payment expansion. Domestic and international business operators no longer need to visit Dongdaemun in person, as they can connect to an experience with automatic payment capabilities.
