Click to see the demo video
Redesign/optimization for Airmart
Role: Graphic design, user interface design, logic design, wireframing, prototyping.
Duration: 3 weeks
Type: Platform redesign
Note: This project was finished after I left Finpeak, Inc. All product information and screenshots are publicly available. All names in the “Feedback” section were made up. The version of the Airmart screenshot may not be up-to-date. The entire page is a project of personal interest. None of any Finpeak, Inc related personnel participated in this portfolio.
Since the Covid-19 pandemic began, the demand for delivered food has been increasing dramatically. There are instant delivery services in this food delivery market like Uber Eats, Doordash, Grubhub, etc.
But there were limitations for those apps. We found that customers were not just satisfied with the local delivery less than 10 miles. For example, food lovers in San Francisco wanted to get food in the San Jose area. Because some foods are exclusively supplied in the south bay, restaurants also wanted to fill the market needs, so their solution was weekly group-buy delivery.
Since there weren’t many group-buy platforms in the market, and the orders mostly happened on social media platforms, collecting and verifying payments and addresses could be time-consuming. Sometimes, a seller (could be restaurant owners or other types of sellers) can spend up to 8 hours to ask for payment from their customers.
Therefore, in May 2020, Finpeak, Inc developed a platform named Airmart, which provided a solution for those sellers who struggled with inefficient work. Now, sellers have a platform to receive orders, collect payments, and verify everything.
But the platform still has problems that make the seller feel inconvenienced. So I have come up with multiple solutions for Airmart. I believe that the redesign of Airmart can make sellers feel way smoother than before.
Original product management flow
Before we get to the actual challenge and problems, this framework will help you understand how Airmart works. Meanwhile you may see potential problems that we need to fix.
User portrait and feedback
Some of our sellers own a huge business and have a tremendous amount of transactions. Since Airmart was a new platform, sellers wanted features and needs, but we didn’t know. I have collected relevant feedback from our sellers.
From the feedback, there are 6 problems that Airmart has.
1. Can’t batch add products: For sellers who have a high volume of products, they hope to batch add products. This saves a lot of time. Airmart can only upload one product at a time. I have helped some sellers to add products, and I totally understand it was frustrating to add so many products.
2. Can’t filter products: When a grocery store has more than 1000+ products, they want to manage products and verify stocks in specific categories. A product filter or a search bar might make it happen.
3. Can’t choose what to add for the new store: When duplicating a store, it’s better if the seller can copy the products that they want from the last store instead of all products.
4. Can’t batch edit: For a high volume of products, if the seller can edit multiple product info simultaneously, it will be very convenient. Airmart needs sellers to get to the product detail page to edit.
5. Not enough data analysis: On original Airmart, each store(group-buy) has its sales report. Sellers want to trace down each product’s sales number in the history. From not only a specific store or a period of time but also the entire selling history. For example, we sold 3 bananas in “Group-buy, Jan 1-3” and 4 in “Group-buy, Jan 4-6.” The seller needs to know that the total sales of the banana is 7.
6. Hard to use on tablets: Since developing a seller app is a long-term plan and can’t be satisfied in the short-term. A user-friendly user interface that works on both desktop and laptop might be necessary.
Since we had the feedback, we know what we can improve. These needs may not be our development priority. But how did our competitors do on those problems?
I investigated large platforms in the market, like Weee!, GrubMarket, and Shopify.
Weee!, and GrubMarket own a large-scale grocery market in the U.S. Shopify is widely used by online sellers. It’s more like a website for products that ship nationally, not local food delivery.
This chart reveals the feature comparison between these 3 platforms. The chart will be only focusing on the demand we mentioned above.
As we can see in the chart, Shopify has a complete package of adding, editing, and filtering products. Since Shopify doesn’t have a concept of multi-store, it doesn’t have the relevant feature.
Weee! and GrubMarket do have a concept of the weekly group buy/delivery, and Weee! seems more convenient because sellers can choose previous products for a new store. It's not hard for engineers to develop this feature, but we may do it better.
From the last 3 sections, we can know what Airmart has and what our sellers want. Competitors in the market have their own advantages and target audience. Here is what I conclude.
1. Popular “group buy” platforms in the market like Weee! GrubMarket doesn't have a powerful product management system. This could be Airmart’s killer feature for group buy sellers.
2. My experience of using Weee! to create a new store and able to choose products was very useful and user friendly. It might be a decent feature to have when our sellers need to create new stores every week.
3. Shopify may have the best data analyzing system, but it’s not designed for the group buy sellers. Other 2 platforms don’t even have any sales analytics for sellers to view. It will be great if we have data tracking for each store and every product.
Improve the platform performance by letting the seller manage their product more efficiently in multiple ways. Provide a new user interface with new color board and tablet-friendly design. In the end, the solutions are supposed to solve all 6 problems.
New concept - Product pool
There are 6 problems that we need to solve. Solving the first 5 problems can be a huge workload for designers and engineers because each one of them is considered a new feature. It’s necessary to design an organized flow that can satisfy all those problems.
Therefore, I introduce a new concept that no platform has ever had - Product pool.
Product pool is a space that isolated from stores and holds all product information. All informations are separated and not affected by any stores. A seller can choose any product to add to a new store from the Product pool.
There are 2 downsides with the original flow. But I will show you how product pool can fix them.
Originally, a seller can only duplicate all products from a previous store, but they can’t choose what they want to add to the new store.
With Product pool:
Seller can choose any items to add to the new store.
Same items in different stores can't be recognized as the same items. Therefore, it's impossible for data tracking for this product in multiple store.
With Product pool:
Since items are choose from the Product pool, they can be recognized as the same item.
Problem 2 might be a bit confusing. Allow me to explain by using an example.
Below is the original flow. Store 2 is duplicated by store 1, therefore, an identical product - Banana A was copied and pasted to Banana B.
The problem is, in the data base, Banana A and Banana B is not the same item even they are identical. It's like they don't share the same SKU number. The theory is the same as you can't have files with same name and format in a folder in Windows or Mac OS.
Let see how Product pool can solve this problem.
Items created in the Product pool can be add to Store 1 and Store 2. What's different is that this time Banana in Store 1 and Banana is store 2's data can be traced back to the one in the Product pool. In other words, they share the same SKU number. So Banana's data from both stores will be saved in the Product pool.
In more simple words, now we know Banana's total history sales = Sales in Store 1 + Sales in Store 2
With all that information, 6 updates are associated with the seller's demand and concerns. The 6 updates are "Redesign Interface,""Batch add,""Filter and search,""Easy selection,""Edit mode,"and "New data tracking."
1. Redesign Interface
Improve the desktop site to a more tablet-friendly version. Furthermore, make the UI nicer. Some of the interface is not friendly for tablets. For example, the product page. I am using a new color board, new buttons and format to make it better. Here are some of the new elements for the new design.
New color choose:
2. Batch add
There will be a new “Batch add” button next to the “Add product”
We provide a standard excel CSV sheet with named columns (name, price, description, etc.)
Sellers fill in the sheet with no matter how many products they have. Then upload the CSV, the system will do the rest.
CSV file sample:
3. Filter and search
Filter and search will be available at the product page. Since the original website has a simple version for ascending and descending price, status, etc., the filter will be focusing on categories. Click the filter can show one or more categories that you want to see and manage. For sellers who have tons of products now able to see and manage the desired categories by using the filter.
4. Easy selection
When a seller create a store, there will be an option to import product from the Product pool. The seller is able to use the check box to select products for the new store.
5. Edit mode
There will be a new “Edit mode” button in both store product page and Product pool. Once you click the button, the page will enter in the product edit mode.
The following items can be edited at this stage: Product name, Internal name, Description, Price, Discounted price, Unit price (lb), Cost by weight, Count, Unlimited, Units, Category, Available date, Maximum purchase limit. All changes will be marked red. After finishing editing, there will be a review section for the seller to review and confirm all the changes. (Filter/search/sort result will be reserve in the edit mode)
6. New data tracking feature for individual products
Each product will have its own sales tracking. Sellers can check "Item sold number" and "Revenue%" in the "Sales report."
This is the redesign user flow for the Airmart.
In case you confused the flow, the demonstration will be presented in a one way user flow. Click to play the video.
The flow follows:
Enter Product pool → Batch add product → Confirm to add Product → Add product for the new store → Sort and Filter
→ Edit mode → Review changes → The new sales report
Experience in interaction
You can also experience it with interaction. The flow is the same as the video demo. Click the image to view the site