To comply with my non-disclosure agreement, I have omitted confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of Anchanto. All designs are part of Anchanto's intellectual property.
About the project
My company recently launched two innovative products in their e-commerce cloud product suite. Leveraging our extensive data reserves, we wanted to develop a solution to provide users with valuable insights into pricing trends and competitive landscapes, helping boost their sales performance.
Outcome
A brand new product developed from the ground up and effectively introduced
across more than
65 e-commerce channels
across
5+ SEA countries
Problem Statement
How might we help brands and retailers gain better visibility into competitor performance, market price points, and category trends to optimize their pricing strategies and boost sales and user engagement?
Scope and Vision
To create a single, scalable Price Engine for top brands with quantitative, qualitative and impact metrics.
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To provide insights and suggest actions to improve product sales (price, promotions), improve engagement with buyers (better content quality, improved ratings and reviews).
Build an innovative product which can be the first of its kind in terms of functionality, visual elements and user experience.
​
Users
I collaborated with the product manager and conducted semi-structured interviews with a few of our customers to explore their workflows, needs, and preferences and identify gaps in the market
Pain Points
There is not enough data to measure market dynamics, underperforming product segments; relies mainly on manual data feeds
This leads to inefficient decision-making, missed opportunities for optimisation, and an inability to respond quickly to market changes. This can result in reduced competitiveness and slower growth.
It is difficult to compare cross-border competitor data due to language barrier
This leads to inaccurate market analysis, missed insights, and challenges in developing effective global strategies. This can hinder a company’s ability to compete effectively in international markets.
Lack of skills in creating complex forecasting algorithms to determine optimal price for peak periods
This causes suboptimal pricing strategies, missed revenue opportunities, and an inability to effectively capitalise on high-demand periods.
Lack of quantifiable information on sales, promotions and assortments to justify marketing costs
This leads to potential inefficiencies in budget allocation, ineffective marketing strategies, and difficulty in demonstrating return on investment
Daily raw data extracts are time consuming and too much of a cognitive load
This leads to increased risk of errors, and reduced focus on strategic decision-making.
Over dependency on a single data source is a risky solution and does not have 100% accuracy
This leads to incomplete insights, and increased vulnerability to data source failures
Objectives
1. Data-Driven Decision-Making
Create features that allow users to effortlessly monitor key metrics, compare competitor products, and analyze market trends.
2. Simplify Competitive Analysis
Design features that allow users to monitor key metrics, compare products with competitors, analyze price trends, and manage pricing rules, thereby enabling efficient decision-making.
3. Seamless Integration and Usability
Design the product to easily integrate with multiple marketplaces, ensuring a user-friendly experience with minimal operational complexity.
4. Actionable Consumer Intelligence
Understand overall brand perception, track product and store ratings and use the competitor benchmarking to improve performance
Initial Brainstorming
Post that, we did a brainstorming session to get an idea of what features the solution should have.
I organized a Design Brainstorming Workshop with over 20 participants. This collaborative brainstorming session played a crucial role in reshaping our MVP.
Compiling Insights
We used post-it notes for the various ideas that came up in the workshop.
Card Sorting
We used the inputs from the brainstorming session to do a card sorting activity where we grouped the items in their logical order.
Prioritizing generated idea clusters
Task Flows
Information Architecture
The last step was to create a detailed information architecture of the solution with all the elements on each page as well as the actions noted down.
Wireframes
I created a set of high-fidelity wireframes, deliberately using minimal colours to prioritize functionality before incorporating the visual design elements.
The Solution
DASHBOARD
1
Added a primary left navigation for switching between main modules along with a global selection of your brand and search on the app bar.
2
Quick filters available on top to filter relevant and important data.
3
Most important KPIs indicated in the first row along with a visual graph and Week on Week, Month on Month change percentage.
4
Other important information depicted in easy to grasp visual charts. Freedom to adjust placement using draggable cards.
ONLNE MERCHANDISING
1
User can analyse the performance of their brand as well as their online store using benchmarking paramteres against the competitors.
2
Important KPIs such as product sales based on demand, inventory stock as well as sentiment KPIs based on ratings and reviews highlighted.
3
Under the store tab, user can see all his online brand stores and their performance. Sales and health metrics, along with a table comparison with other brands on various e-commerce platforms is available.
4
A visual overview of all categories of the brand based on KPIs can be seen. User can also drill down to the individual SKU level performance.
DISCOVER AND COMPARE
1
Under the discover module, user can select any of his own product and compare it with its competitors.
Application will suggest products based on history or significant performance change.
2
The competitor products can be viewed in a grid or list format along with easy filtering options.
3
User can use quick compare or deep comparison to see the details. Deep comparison gives a complete picture on promotion, product quality, buyer engagement and store health comparisons.
PRODUCT SCORECARD
1
Each product will have a scorecard which will contain all the important information along with actionabe insights.
2
The scorecard is divided into 3 tabs - overview, product quality and promotion analysis. Each contains visual charts and highlighted numbers based on performance.
2
The scorecard can be viewed based on each e-commerce store the product is listed on.