The Problem & Goal
The e-commerce platform's was already well-structured for browsing general product categories and promotional content. However, the company wanted to provide users with an alternative browsing experience focused on discovering products offered by specific businesses. This required a new marketplace page design, optimized for this purpose, that could drive engagement and sales for partner businesses.
The goal of the marketplace page design was to create a space where users could easily browse goods based on businesses rather than categories. It needed to offer easy-to-navigate filtering options and clear business listings to support the user's goal of finding products by vendor, as opposed to category-based exploration on the homepage.
Role & Responsibilities
I was the sole product designer of the project and was responsible for:
- Designing the information architecture and ensuring the marketplace’s navigation was clear and easy to use.
- Creating wireframes and high-fidelity prototypes for the marketplace page.
- Collaborating closely with the development team to ensure the design was implemented effectively.
Information Architecture
Low-Fidelity Prototype
High-Fidelity Prototype
Impact
Usability testing indicated that the marketplace made it significantly easier for users to discover vendor offerings. By providing a new way to explore vendor-specific products, the marketplace screen successfully complemented the homepage and quickly gained traction. Click-through rates on vendor listings increased by 12%, while active user sessions grew by 33%, demonstrating strong adoption of the new feature.