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Improving the eCommerce SaaS platform design to enhance onboarding and streamline workflow for new users
2023 May - July ( 3 months )
Solo Designer
Figma, Figjam
User research, interviews, user journey map, wireframing, mid-fi prototyping, collaborating with clients & customer service team.
As a designer in the team, I was tasked to expedite the clients onboarding experience by drafting onboarding guideline and videos. However, I found its not going to solve the root case of the slow onboarding issue. I initiated the projects and looked deeper into the roots causes, prototyped solutions and presented it to internal team.
A self-initiated project where I refined the key eCommerce SaaS pages, including dashboard page, shipment page, new onboarding assistant feature to streamline onboarding projects management for new clients. I Focused on novice user flow fluency—from launching the platform to inbounding shipment—while addressing different use cases and incorporating micro-interactions that encourage task completion and ensure new users can use the platform without frictions.
Tradefull is an e-commerce SaaS platform that provides a unique set of software and services to support online businesses in managing various aspects of their operations. includes: Inventory management Order managementAnalytics and reporting toolsThird-party logistics (3PL) services Integration with third-party services
To tackle this, I dissected the process that leads clients to generate their first sales by evaluating the existing operational workflow through interviews with clients and customer support teams. This research revealed opportunities to digitize offline tasks and optimize the onboarding experience.
As a result, I introduced a "Get Started" guide to provide clear onboarding steps and refined key pages—such as the dashboard, Create New Shipment, and All Shipments page—ensuring a consistent experience from account setup to shipment creation. These improvements align user needs with business goals, enhancing efficiency and engagement.
Aligned with the business goal of encouraging more new clients to send their shipments to the Tradefull warehouse, I focused the design goal on guiding new users through the process of creating their first shipment on the Tradefull platform.
Get to know user’s business demands by asking a series of onboarding questionnaires, this prepares for a personalized task checklist and customized dashboard design.
I wireframed the first version of the setup guide, drawing inspiration from eCommerce platforms like Amazon and Shopify. Initially, I debated between a simpler popup modal for a beginner tutorial and a full-page checklist. Given the number of tasks—over 10. I opted for the latter to provide a more structured experience. However, feedback indicated that the initial UI lacked clarity in conveying task sequences. To address this, I reorganized the tasks by labeling and breaking them down based on priority, allowing users to easily identify high-priority actions while maintaining flexibility for tasks that can be completed simultaneously.
I created Tradefull UI components based on existing branding guideline. However the UI pattern in current system is not organized or structured so I take references from current color palette, font and visual style to deliver interface that align with brand identity.
Before
Rely on clients onboarding coordinator to lecture and assist with novice clients’ onboarding process
After
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User testing, coupled with iterative design, forms the cornerstone of my design approach, fostering continual improvements and refinements. Incorporating user feedback at every design stage is pivotal to crafting user-centered products. Additionally, I recognize the importance of pivoting design decisions when necessary to ensure a responsive and effective user experience.
Collaborating with multiple stakeholders is indeed a key strategy for gaining a deep understanding of business goals, mission, and values. This collaborative approach helps build a comprehensive perspective that can guide design decisions in a way that aligns with the broader organizational objectives.
