WHAT IS ENNOVENTA
Ennoventa is an ecommerce solution provider company which is in Pakistan but has the vision of expanding its roots to multiple other countries e.g. different USA, UK, Canada, Dubai & European countries. The main areas in which Ennoventa operates are Fashion, Food, Electronics & Groceries.
The major purpose of Ennoventa is to provide online selling platforms that includes Website, iOS App & Android App to retailers who do not have enough financial means to get it developed for themselves. So Ennoventa will provide them an online portal which they can use to increase online sales and market themselves in much more effective way. Keeping the target audience in mind i.e. “retailers” the business model will be B2B. Afterwards the company will expand to provide services to Businesses as well as Customers shifting our business model from B2B to B2B2C market.
Project Sector:
eCommerce, Fashion
MY ROLE:
Lead UX/UI, Web Designer
PROJECT TIMELINE:
2 Months
PROJECT SCOPE:
Design a SaaS application for the retailers from multiple sectors of eCommerce industry.
COMPANY GOAL:
To be the giant in eCommerce market with our white label product that includes using best practices to develop successful product with enhanced user experience.
PROBLEM:
Most retailers in Pakistan are not adaptive to technology. As per sites survey and interviewing retailers who belong to Fashion and Shoe industry, we got only 40% positive response. Although on the other hand the response from Food industry was over-whelming as majority of them know the importance of digital platform. So, designing and developing the application for such marketplace was a huge challenge.
DESIGN PROCESS
RESEARCH:
MARKET ANALYSIS:
In Pakistan, leading producers of apparel, smartphone, food and electronics industries now have a one-to-many online “e-retailing” channel in place. The country has got 152 million cellular subscribers, almost 73% of the total population of 207 million, out of which 59 million are 3G/4G subscribers with total internet subscribers at 62 million. Although there are lots of challenges that hinder the internet speed, the country has got a great potential to boost its online economy. The major reason behind cash on delivery (COD) of up to 90% is that online platforms have not yet succeeded in building trust among customers.
FINDINGS:
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Leaving Small Scale Business Behind:
Through the research I found out that majority of the ecommerce platforms are following the same “One Marketplace” for all strategy. Which makes it difficult for the small-scale retailer to get attention.
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Lack of Trust:
Currently the market has not been shipping goods that could retain the trust of the end user.
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Device Usage:
Majority of end users are ordering through Mobile Devices which gives the business goal and added advantage over competition as Ennoventa is providing Website as well as Mobile Apps (iOS & Android).
COMPETITOR ANALYSIS:
KNOWING THE AUDIENCE:
The major challenge for Ennoventa was to convince the retailers to sign up for the product so in order to make sure that we do that efficiently we needed to dig a lot deeper into knowing what were they actually looking for in an online portal for themselves.
BUILDING THE STRUCTURE:
After I surveyed the market by visiting sites, performing interviews with retailers it was not time to get things started on design level.
I started of by mapping a simple user flow of the application which was then turned into low fidelity mock up (Sketches). I designed multiple variations of the designs some of them were not so great and some of them were mixed together to create new experiences.
BASIC USER FLOW:
IN APP FLOW:
CART FLOW:
Cart was a major challenge for us. We weren't sure if these steps were self explanatory to the user. So, we did some digging and came up with a new flow for the cart checkout process.
WIREFRAMING:
VISUAL DESIGN:
For website I used a theme. Since I wanted to keep things in my control as far as the backend APIs were concerned so I used WP Theme with WooCommerce. That gave me the ability to let my app developers communicate with the server.
INTERACTIVE PROTOTYPE:
At first I used Invision for interactive prototype and it was good. But when Adobe XD introduced auto animate, I shifted the prototype from Invision to XD.
In the beginning Invision and XD used to have same basic level interactions, the added advantage that invision had was of collaboration (Teams could add comments and collaborate) but as XD grew, they gave almost everything that a designer needs in order to explain interactions brilliantly. Since then I have been using XD for prototyping.
INTERACTIVE PROTOTYPE HERE:
Use the interactive Prototype Below:
CONCLUSION & LEARNING:
This was a project I did as an Entrepreneur and there is no doubt in saying that I learned a lot by designing this product.
There were a lot of challenges that I faced in designing this product. The market was very much hard to get in to. Not a lot of people thought that they could have their own online store and can market themselves effectively to grow business. But if given opportunity some of them are willing to try it out.
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