My client, a leading Korean technology company, is launching a new flagship store to showcase and sell their extensive range of products. They aim to streamline their checkout process by integrating two separate systems into a single, efficient, and speedy solution for in-store transactions. I had just two weeks to redesign the original proposal and delivered a solution focused on user experience, brand tonality, and overall business scalability..
When I reviewed the previous submission of the wireframes. I believe the quality of work remained lots of room of improvement. I listed down the major problem as below:
Our team was brought in as a last-minute solution to save the project, as we were at risk of losing the sales pitch due to the poor design from the previous team. We only had two weeks to deliver the design to help the engineer team to catch up with the POC. Our Korean sales team reached out to me with low morale as the previous submission was not satisfied by the clients at all.
Before jumping directly to do the redesign, I need to understand what the previous team already proposed and the history of the solution. There are three major system clients using: estore (Hybris), backend(SIMs), Payment Checkout (POS) . According to the client's request, we proposed to integrate three system into one, we called it D2C portal. Here is the screenshot about the proposal that time:
I conducted a call with the previous team and engineers to understand their approach. The previous team wanted to continue using the same design strategy from the client's original system, SIMs, which is the backend solution already implemented. However, the client was dissatisfied with this proposal due to its lack of customization and flexibility.
To address these concerns, I studied the backend system and reviewed the feedback from the client. I identified a few key points to improve from the user's perspective:
So now I have everything about the past, i need to circle back to the core question to define our users. I have been addressing this question during our meeting. The key issue I found from the previous design is that the users of the design is unclear. The user who is using both estore (Hybris) and checkout (POS) will may not be the same users of SIMs. I made a quick persona from the research the team did:
After meeting with the previous team and our sales team from Korea, I aimed to align everyone with our design direction and proposed solution. To achieve this, I used a three-dimensional map to identify common ground between the teams. This approach ensured that both internal and external stakeholders understood that our design was grounded in our findings and that our solution was clearly defined and aligned.
We utilized the client's design system to establish brand tonality. Additionally, We adopted a modular design approach, breaking down the complexity into smaller components. In addition, we also visualized the complexity and data into single and one comprehensive view.
I used the progress bar and side navigation to define the information hierarchy in the page. It will be able to help user to identify their process and guide them through the entire flow.
I added message features so that user don't necessarily need to log task and it also reduce the backend operation load.
We successfully delivered the project and received compliments from the sales team. This opportunity demonstrated my ability to translate complexity into simple and intuitive solutions within tight deadlines. Additionally, I enhanced my skills in designing under constraints while utilizing an existing design system.
