"Working on auditing and redesigning a SaaS product."
Context
Trouva is an eCommerce platform for boutiques. The company was receiving complaints from retailers about difficulties in registering their products. I was assigned to investigate the issue and redesign the product. It became evident that the pages lacked usability and did not adhere to fundamental UX principles.
Solution
By conducting a simple heuristic analysis of the page, it became evident how basic UI techniques could significantly improve the user experience.
These adjustments would help users avoid small mistakes that could compromise the entire sales process.
My role
Senior UX/UI Designer.
Time of project
4 weeks.
Understanding the problem
The NPS feedback revealed several complaints from retailers (users) regarding the product registration process.
Many noted that the products often appeared differently than expected after registration.
Others expressed difficulties understanding how to correctly input certain product details and frustration with the excessive time required to complete the process.
The UX chapter
Research
Desk research: Unfamiliar with these features, I researched websites with similar objectives to understand what users were accustomed to interacting with.
Competitor analysis: Analyzing competitors wasn’t easy, as the only way to access their pages was by registering as a retailer. However, I managed to gain access to one major competitor, which provided valuable insights.
Sitemap
Analyzing the website and its functionality, I found the flow confusing and difficult to follow. To gain a clearer understanding, the first step I took was designing a sitemap to improve the information architecture and provide a more structured overview.
Usabilty Heuristic
During my analysis of the site, it became clear that a thorough heuristic evaluation was necessary. My analysis included suggestions to improve usability and accessibility, which were incorporated into their Style Guide, as they did not have a formal Design System.
Analysis of the previous design
The previous page presented a few mistakes and opportunities for improvement, as you can see below.
The UI Chapter
MVP
To provide a quick solution and improve user usability in a short timeframe, I presented an MVP.
V1
This is the final design based on the discoveries I made and my design knowledge.
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Before and After
The comparison between the previous page and my version.
Before and After
A comparison between the previous design and the new one.
Impact
The NPS and internal data revealed that, following the redesign, retailer complaints about registration significantly decreased. Complaints dropped from 20–10 per month before the MVP launch to 4–3 after MVP and 1–0 after the V1 release.