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.
Persona
Name: Li Wei
Age: 34
Occupation: Small Business Owner (Retail)
Location: Quanzhou, China
Background:
Li Wei runs a small footwear business in Quanzhou, primarily selling through online marketplaces and wholesale channels. He sources products from various suppliers and needs an efficient way to discover vendors and new product offerings to stay competitive in the market.
Pain Points:
- Finds it difficult to browse products by vendor instead of category on existing platforms.
- Struggles with filtering options that help identify trusted suppliers.
- Spends too much time navigating between multiple marketplaces to compare offerings.
Goals & Needs:
- Wants a seamless way to browse products by business/vendor instead of general product categories.
- Needs clear filtering options to quickly assess supplier credibility and pricing.
- Prefers a visually intuitive interface to streamline product discovery.
How This Design Helps:
The new marketplace page allows Li Wei to browse vendors efficiently, compare product offerings, and make informed purchasing decisions without unnecessary navigation. The clear structure and filtering system help him save time and find trusted business partners more 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.