De-stock App

De-stock App

De-Stock is a platform for trading industrial raw material. Their aim is to enable users from various manufacturing industries to buy or sell their non-moving or unused material. The founder identified this gap in their existing traditional business and hence sought out to create De-stock.

E-Commerce

Domain

De-Stock

Client

2 weeks

Duration

Domain

E-Commerce

Client

De-Stock

Duration

2 weeks

De-Stock

An app for

Selling non-moving/unused stock

De-Stock is a platform for trading industrial raw material. Their aim is to enable users from various manufacturing industries to buy or sell their non-moving or unused material. The founder identified this gap in their existing traditional business and hence sought out to create De-stock.

The challenge

The biggest challenge with De-Stock was that we had to come up with the designs real quick. As with other early-stage startups, the founder didn’t have an abundance of time to go live. We understood this concern and followed a leaner approach. Another challenge was to digitize a relatively offline business model. We reckoned users would not adapt to online methods quickly unless it is incredibly usable. Also, we had to plan the look and feel in such a way that even if product images were not professionally clicked, the overall app should be aesthetically pleasing.

Research

A leaner approach meant that we had to go ahead without the conventional user research processes. We decided to follow the 10 Heuristic principles by Jacob Nielson, under which other apps that have a similar e-commerce based value proposition were evaluated in detail. Critically observing these existing apps led us to make notes on usability, flexibility, error prevention, consistency and visibility of system status.

Analyse

Since De-stock was an early stage start-up, they engaged us to define a clear value proposition. We analyzed that most of their primary customers - the sellers, had to switch from physical to digital mode of dealing. Hence, there had to be no friction in posting their first advertisement on the app. We suggested a freemium pricing strategy where the seller could post the first few ads free of cost just to become accustomed to selling on De-stock. Onboarding the buyers was equally important to sustain the app. Based on the analysis, we decided to keep a progressive onboarding journey for buyers to minimize the cognitive load for new users.

Ideate

The ideation was centered around helping buyers easily find the products they’re looking for. We focussed on 4 major aspects - navigational structure, universal search, good labeling, categorizing items into more utility-based groups. We ideated a flat navigational structure so that users see all the important menu items upfront. Brainstorming sessions on contextual universal search were conducted. Through Brain-writing sessions, we discovered easy to understand category and menu labels.

By conducting task analysis (breaking down user goals into a series of sub-tasks) for the top tasks like posting an ad, searching an item, etc., the team could dig into the users’ experience & draw insights that would help improve the app. Insights were like whether user actions are clear & efficient enough to keep users from getting frustrated or whether the users are jumping hoops to do even the simplest tasks.

Jakob's law

It states that- users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.

Using this law, we placed all the expected features upfront, such as sharing products, adding products to a wishlist, price of a product, images, number of views, etc., as seen in other e-commerce and listing apps.

Serial Position effect

It states that users will always remember better the first and the last items in your list.

Since the important thing on this page is to contact the seller for purchasing a product, we placed it at the bottom, so the user remembers this crucial detail.

Conceptualize

Wireframing process started with prioritizing the features that would best address the users' needs and the business goals throughout the app. As an example, for the product page, since we had to showcase a lot of data points and call-to-action buttons (like product name, share button, price, maximum quantity of the product, etc.), we had to carefully plan the placement of each item so that important information doesn’t go unread. As another example, there were pages where users had to scroll through a list of different product categories. To break the monotony, we placed attractive offer banners for the related category items.

Design

Aesthetically pleasing design creates a positive response in people’s brains & leads them to believe the design actually works better. The challenge here was to choose the correct color palette that would make the app’s interface look good despite any low-quality image. It was also important to choose a typeface that was easily readable on mobile devices, didn’t draw attention to itself, and focused on the app’s content. Open Sans was a clear choice.

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