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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{addPropertyControls as r,ControlType as a,Link as s}from\"framer\";import*as n from\"react\";let o=\"vt0VVlv5k\",i=\"HLeLn8MRo\",h=\"CKLhbLdtE\",c=\"eaIZm2FIY\",d=\"ukD6j7n4x\",m=\"Y9M8JJcET\",l=(e,t)=>{if(e&&\"object\"==typeof e)return{...e,alt:t};},p=[{index:0,id:\"U0Q46po3D\",[o]:\"Our Journey in Digitalizing a Traditional Industry\",[i]:\"pindis\",[h]:l({src:\"https://framerusercontent.com/images/slw6lhgFbafiGwKlkqUCCxO4vg.png\",srcSet:\"https://framerusercontent.com/images/slw6lhgFbafiGwKlkqUCCxO4vg.png?scale-down-to=512 512w,https://framerusercontent.com/images/slw6lhgFbafiGwKlkqUCCxO4vg.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/slw6lhgFbafiGwKlkqUCCxO4vg.png 1811w\"},\"\"),[c]:\"framer.com\",[d]:/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Intro: a mission impossible\"}),/*#__PURE__*/e(\"p\",{children:\"Pindis was created to streamline the process of supermarkets ordering FMCG products from suppliers. The most significant challenge for Pindis was striking a balance between suppliers' demands and supermarkets' needs, which was extremely difficult due to the wide range of requirements on both sides.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"For Suppliers\"}),\":\",/*#__PURE__*/e(\"br\",{}),\"We aimed to create a solution that reduces the cost of acquiring new customers and boosts sales.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"For Supermarkets\"}),\":\",/*#__PURE__*/e(\"br\",{}),\"We aimed to offer a reliable platform where they could find everything they need at the best price.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,xiTlltx3cXrb9iBO1hHbuS2ORCw.png\",\"data-framer-height\":\"1728\",\"data-framer-width\":\"2501\",height:\"864\",src:\"https://framerusercontent.com/images/xiTlltx3cXrb9iBO1hHbuS2ORCw.png\",srcSet:\"https://framerusercontent.com/images/xiTlltx3cXrb9iBO1hHbuS2ORCw.png?scale-down-to=512 512w,https://framerusercontent.com/images/xiTlltx3cXrb9iBO1hHbuS2ORCw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/xiTlltx3cXrb9iBO1hHbuS2ORCw.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/xiTlltx3cXrb9iBO1hHbuS2ORCw.png 2501w\",style:{aspectRatio:\"2501 / 1728\"},width:\"1250\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Several companies attempted to solve this problem, but none succeeded. As a result, our objective seemed like a mission impossible from the beginning.\"})}),/*#__PURE__*/e(\"h2\",{children:\"Situation: First day of work\"}),/*#__PURE__*/t(\"p\",{children:[\"I joined the team as a senior product designer and was responsible for leading the design process, with \",/*#__PURE__*/e(\"code\",{children:/*#__PURE__*/e(s,{href:\"https://www.linkedin.com/in/rezajokar/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Reza\"})})})}),/*#__PURE__*/e(\"em\",{children:\", \"}),\"who was already on the team as the product designer, and \",/*#__PURE__*/e(\"code\",{children:/*#__PURE__*/e(s,{href:\"https://www.linkedin.com/in/nooshinarazkhani/\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Nooshin\"})})})}),\" who joined our team after a while. At that time, the MVP had just been launched and approximately 1,000 orders had been submitted, but the company was at the first stage of UX maturity (absent), with little to no focus on user needs. To advance the design maturity of the organization to the next stage:\"]}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"I began \",/*#__PURE__*/e(\"strong\",{children:\"fostering UX awareness\"}),\" by conducting a design thinking workshop within the organization.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"I focused on refining our internal processes by \",/*#__PURE__*/e(\"strong\",{children:\"integrating user research\"}),\" into the design process.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"I started \",/*#__PURE__*/e(\"strong\",{children:\"documenting\"}),\" each design task and sharing the design process with the entire team.\"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ds3npWmfkF0jkAKdU1dEE1V34.png\",\"data-framer-height\":\"1728\",\"data-framer-width\":\"2453\",height:\"864\",src:\"https://framerusercontent.com/images/ds3npWmfkF0jkAKdU1dEE1V34.png\",srcSet:\"https://framerusercontent.com/images/ds3npWmfkF0jkAKdU1dEE1V34.png?scale-down-to=512 512w,https://framerusercontent.com/images/ds3npWmfkF0jkAKdU1dEE1V34.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ds3npWmfkF0jkAKdU1dEE1V34.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/ds3npWmfkF0jkAKdU1dEE1V34.png 2453w\",style:{aspectRatio:\"2453 / 1728\"},width:\"1226\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"If I had a chance to redo things, I'd probably follow a similar path, but I'd put more effort into gathering insights from our users. Reflecting on it now, I see that I devoted more attention to internal tasks like coordinating with the tech team and managing stakeholders, rather than focusing on how our users interact with our product.\"})}),/*#__PURE__*/e(\"h2\",{children:\"Problem: It wasn't working!\"}),/*#__PURE__*/e(\"p\",{children:\"We expanded our suppliers from 4 to 12 and it was a nightmare. The expansion created distinct challenges for both suppliers and supermarkets, our primary customer base.\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/t(\"strong\",{children:[\"Supplier Challenges:\",/*#__PURE__*/e(\"br\",{})]}),'Each supplier demanded a custom solution to suit their specific products, which led us to become a \"feature factory\" continuously developing to meet their demands. Yet, we couldn\\'t generate meaningful sales for them.',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Supermarket Challenges:\"}),/*#__PURE__*/e(\"br\",{}),\"Supermarkets, our primary customers, were buying only a small portion of their needs through our platform. They relied on other solutions to fulfill most of their requirements, but we didn't know why then. \"]})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,6D98HUObsjkkCVtP9f6bAXABRs.png\",\"data-framer-height\":\"1557\",\"data-framer-width\":\"2918\",height:\"778\",src:\"https://framerusercontent.com/images/6D98HUObsjkkCVtP9f6bAXABRs.png\",srcSet:\"https://framerusercontent.com/images/6D98HUObsjkkCVtP9f6bAXABRs.png?scale-down-to=512 512w,https://framerusercontent.com/images/6D98HUObsjkkCVtP9f6bAXABRs.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/6D98HUObsjkkCVtP9f6bAXABRs.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/6D98HUObsjkkCVtP9f6bAXABRs.png 2918w\",style:{aspectRatio:\"2918 / 1557\"},width:\"1459\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"These issues led to a huge loss of motivation within our product and business teams. The uncertainty caused significant turnover, and even the board replaced the CEO, signaling a significant lack of confidence in our direction. I was determined to stay and understand the root causes of these problems, hoping to uncover valuable insights or find a way to turn things around.\"})}),/*#__PURE__*/e(\"h2\",{children:\"Magic Potion: Getting to know the customers\"}),/*#__PURE__*/t(\"p\",{children:[\"The breakthrough happened when we decided to listen more intently to our customers. It was a simple yet powerful shift in strategy. With a new management team in place, I was promoted to oversee the entire design chapter in the organization. My first step was to hire a User Researcher \",/*#__PURE__*/e(\"code\",{children:/*#__PURE__*/e(s,{href:\"https://www.linkedin.com/in/raha-ahmadi-pouya-5b7799124\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"em\",{children:\"Raha\"})})})}),\" to gain deeper insights from our customers.\"]}),/*#__PURE__*/e(\"h3\",{children:\"1- Finding the first clues\"}),/*#__PURE__*/e(\"p\",{children:\"We aimed to understand how well our solution aligned with supermarket requirements. We needed this information urgently to advocate for users' needs to our new business team and to help shape the strategy based on customer pain points.\"}),/*#__PURE__*/e(\"p\",{children:\"To achieve this, we decided to conduct phone interviews with users who had previously used our product but stopped after we expanded our supplier base. This approach would give us insights into what went wrong and how we could improve.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,EZ2g6EJf30agtwObJbJIk6B3dc.png\",\"data-framer-height\":\"1877\",\"data-framer-width\":\"2717\",height:\"938\",src:\"https://framerusercontent.com/images/EZ2g6EJf30agtwObJbJIk6B3dc.png\",srcSet:\"https://framerusercontent.com/images/EZ2g6EJf30agtwObJbJIk6B3dc.png?scale-down-to=512 512w,https://framerusercontent.com/images/EZ2g6EJf30agtwObJbJIk6B3dc.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/EZ2g6EJf30agtwObJbJIk6B3dc.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/EZ2g6EJf30agtwObJbJIk6B3dc.png 2717w\",style:{aspectRatio:\"2717 / 1877\"},width:\"1358\"}),/*#__PURE__*/t(\"p\",{children:[\"Later, we paired the findings from our customer interviews with an \",/*#__PURE__*/e(\"strong\",{children:\"in-depth interview\"}),\" and a \",/*#__PURE__*/e(\"strong\",{children:\"comprehensive survey\"}),\" to obtain more insights into the user experience. We then shared these results with the business team, leading to significant changes in our strategy and processes:\"]}),/*#__PURE__*/t(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(13, 13, 13)\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Marketplace to E-commerce\"}),\": Users expressed the need to purchase multiple variations of a brand's products in one place. This insight led to a shift from a marketplace model to a more cohesive e-commerce strategy, allowing customers to buy from multiple suppliers without individual negotiations.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Updating the Price and Quantity\"}),\": The research revealed that price and quantity data were often outdated. In response, the executive team implemented a new process to ensure pricing and stock information were accurate, enhancing the customer experience.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Lack of awareness about promotions: \"}),\"The research showed that many users were unaware of our promotions. This finding indicated an issue with communication or product design, prompting a renewed focus on improving our promotion and special offers.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"2- Finding out more\"}),/*#__PURE__*/e(\"p\",{children:\"After gathering some basic information about our customers, it was time to delve deeper into their behavior to identify their problems using Pindis. We invited five users to our office to conduct a comprehensive usability test of our product to ensure it met their expectations and was user-friendly. But one of them couldn't make it that day. Since the usability problems with the app were so obvious, we didn't invite another user for the test and decided to focus on fixing the most important problems.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,t5qinFRa566nO9xxQEBMVxOJI8M.png\",\"data-framer-height\":\"2752\",\"data-framer-width\":\"3101\",height:\"1376\",src:\"https://framerusercontent.com/images/t5qinFRa566nO9xxQEBMVxOJI8M.png\",srcSet:\"https://framerusercontent.com/images/t5qinFRa566nO9xxQEBMVxOJI8M.png?scale-down-to=512 512w,https://framerusercontent.com/images/t5qinFRa566nO9xxQEBMVxOJI8M.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/t5qinFRa566nO9xxQEBMVxOJI8M.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/t5qinFRa566nO9xxQEBMVxOJI8M.png 3101w\",style:{aspectRatio:\"3101 / 2752\"},width:\"1550\"}),/*#__PURE__*/e(\"p\",{children:\"After reviewing the feedback from the usability test, I led the development of a roadmap and defined tasks for our product designers to address our issues. Such as:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"In the registration form, \",/*#__PURE__*/e(\"strong\",{children:\"users couldn't tell which fields were optional.\"}),\" This issue was very important because it would \",/*#__PURE__*/e(\"strong\",{children:\"lead to withdrawal from the registration process.\"}),' So, Instead of using an asterisk (*), we used the word \"Optional\" for optional fields.']})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"In the registration form, when entering their address, \",/*#__PURE__*/e(\"strong\",{children:\"users couldn't search on a map\"}),\", So we added map search functionality to the new layout.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"On the product card, \",/*#__PURE__*/e(\"strong\",{children:\"Users needed the unit price and profit margin In addition to the total product price\"}),\", which we added to the new design.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/t(\"p\",{children:[\"We completely \",/*#__PURE__*/e(\"strong\",{children:\"redesigned the promotion process\"}),' and since our users weren\\'t familiar with the term \"Promotion,\" ',/*#__PURE__*/e(\"strong\",{children:'we changed it to \"Special Offer\"'}),\" which was more commonly understood.\"]})})]}),/*#__PURE__*/e(\"h3\",{children:\"3- Speaking fluently with Data\"}),/*#__PURE__*/e(\"p\",{children:\"We identified a significant gap in understanding how to measure our product's quality using data. Initially, our sole metric for success was the number of orders per day. To address this limitation, I took the initiative to improve my skills in data analytics by enrolling in courses and deepening my knowledge in this field.\"}),/*#__PURE__*/t(\"p\",{children:[\"This journey expanded my understanding of key concepts such as customer retention, sales funnels, and conversion rates. To share this new knowledge with the team, I organized a meeting where I explained these analytics concepts to the other designers. You can download the full Presentation from here: \",/*#__PURE__*/e(\"code\",{children:/*#__PURE__*/e(s,{href:\"https://framerusercontent.com/assets/DHluKTyJ1yek8ht2td9o9xExek.pdf\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"Product_Analytics\"})})})})]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,CfjBjULlrMMWuhygRRD5BnziksI.png\",\"data-framer-height\":\"1307\",\"data-framer-width\":\"2682\",height:\"653\",src:\"https://framerusercontent.com/images/CfjBjULlrMMWuhygRRD5BnziksI.png\",srcSet:\"https://framerusercontent.com/images/CfjBjULlrMMWuhygRRD5BnziksI.png?scale-down-to=512 512w,https://framerusercontent.com/images/CfjBjULlrMMWuhygRRD5BnziksI.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/CfjBjULlrMMWuhygRRD5BnziksI.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/CfjBjULlrMMWuhygRRD5BnziksI.png 2682w\",style:{aspectRatio:\"2682 / 1307\"},width:\"1341\"}),/*#__PURE__*/e(\"p\",{children:\"As a result of my expertise in data analysis, I became the go-to person for all data-related inquiries within the team. I prepared different tables on Google Analytics to oversee the user's behavior and discover areas that we can Improve. for example:\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Promotions page:\"}),/*#__PURE__*/e(\"br\",{}),\"Promotions Page: From our prior analysis, we realized that the location of the promotions section wasn't user-friendly, making it difficult for our users to find it. At that time, technical constraints prevented us from tracking the actual usage of promotions. To overcome this barrier, I proposed using the second best thing which was the Promotion Page view.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Upon reviewing the data, I found that only a small percentage of our daily users were reaching the Promotion Page. So, I collaborated with Nooshin to relocate the promotions section to a more accessible location. This change led to significant growth in user engagement and an increase in Promotion Page views. you can see more details on \",/*#__PURE__*/e(\"code\",{children:/*#__PURE__*/e(s,{href:\"https://nooshin-arazkhani.notion.site/Promotions-on-PinDis-6bdff10511864f6cb2dcd10cb17dbca5\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Pindis Promotions\"})})})]})]})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,fUZwcm4mDfhFFx6z4IK0jDdvifA.png\",\"data-framer-height\":\"2221\",\"data-framer-width\":\"3101\",height:\"1110\",src:\"https://framerusercontent.com/images/fUZwcm4mDfhFFx6z4IK0jDdvifA.png\",srcSet:\"https://framerusercontent.com/images/fUZwcm4mDfhFFx6z4IK0jDdvifA.png?scale-down-to=512 512w,https://framerusercontent.com/images/fUZwcm4mDfhFFx6z4IK0jDdvifA.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/fUZwcm4mDfhFFx6z4IK0jDdvifA.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/fUZwcm4mDfhFFx6z4IK0jDdvifA.png 3101w\",style:{aspectRatio:\"3101 / 2221\"},width:\"1550\"}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/t(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/t(\"p\",{children:[\" \",/*#__PURE__*/e(\"strong\",{children:\"Brand Section:\"}),/*#__PURE__*/e(\"br\",{}),\"After analyzing the data, we found that users mostly placed orders from brands featured on the home page, with a significantly low number of visits to brand-specific pages. Over a one-month observation period, we discovered that only 22% of users who landed on the home page went on to visit a brand's page. Further, over 80% of this month's orders were placed with brands displayed on the home page. This highlighted a need to improve the visibility and structure of brand pages to drive more traffic and engagement. \"]}),/*#__PURE__*/t(\"p\",{children:[\"I outlined the design task for Nooshin, and through an iterative redesign process, she restructured the brand section, leading to a significant increase in the conversion rate for this page. you can see the details on her case study about the \",/*#__PURE__*/e(\"code\",{children:/*#__PURE__*/e(s,{href:\"https://nooshin-arazkhani.notion.site/Brand-Section-on-PinDis-d44c4f47b1a74879810e7dc4dbafc25e\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"Brand Section on PinDis\"})})})]})]})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,bKobxh2XAcdG4tYSNwGcQIF1AgQ.png\",\"data-framer-height\":\"2221\",\"data-framer-width\":\"3101\",height:\"1110\",src:\"https://framerusercontent.com/images/bKobxh2XAcdG4tYSNwGcQIF1AgQ.png\",srcSet:\"https://framerusercontent.com/images/bKobxh2XAcdG4tYSNwGcQIF1AgQ.png?scale-down-to=512 512w,https://framerusercontent.com/images/bKobxh2XAcdG4tYSNwGcQIF1AgQ.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/bKobxh2XAcdG4tYSNwGcQIF1AgQ.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/bKobxh2XAcdG4tYSNwGcQIF1AgQ.png 3101w\",style:{aspectRatio:\"3101 / 2221\"},width:\"1550\"}),/*#__PURE__*/e(\"h2\",{children:\"Result: Continuous delightful growth\"}),/*#__PURE__*/e(\"p\",{children:\"Pindis faced challenges in its journey to digitize supermarket orders due to a complex design and low user engagement. The breakthrough came when the team began listening to customer feedback, leading to significant changes in product strategy. This user-focused approach, combined with data-driven decision-making, helped Pindis improve the design of key sections like promotions and brand pages. The result was enhanced customer satisfaction and steady growth, illustrating the value of adapting to customer needs in a successful digital transformation.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,d6xrwf8Ui9HEtkYGmxTruK4Y2HI.png\",\"data-framer-height\":\"1557\",\"data-framer-width\":\"2918\",height:\"778\",src:\"https://framerusercontent.com/images/d6xrwf8Ui9HEtkYGmxTruK4Y2HI.png\",srcSet:\"https://framerusercontent.com/images/d6xrwf8Ui9HEtkYGmxTruK4Y2HI.png?scale-down-to=512 512w,https://framerusercontent.com/images/d6xrwf8Ui9HEtkYGmxTruK4Y2HI.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/d6xrwf8Ui9HEtkYGmxTruK4Y2HI.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/d6xrwf8Ui9HEtkYGmxTruK4Y2HI.png 2918w\",style:{aspectRatio:\"2918 / 1557\"},width:\"1459\"}),/*#__PURE__*/e(\"p\",{children:\"As a result of our learning:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\",\"--framer-text-color\":\"rgb(13, 13, 13)\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"We recognize the importance of user feedback, so we held weekly interview sessions, talking to over 75 users about 12 different topics in just three months.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\",\"--framer-text-color\":\"rgb(13, 13, 13)\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"We leveraged data analytics, examining metrics like page views, path exploration, and search queries to improve the usability of our product.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\",\"--framer-text-color\":\"rgb(13, 13, 13)\",\"--framer-text-transform\":\"none\"},children:/*#__PURE__*/e(\"p\",{children:\"We refined key metrics on our Metabase dashboard, and through several iterations, we significantly improved user engagement and conversion rates.\"})})]})]}),[m]:/*#__PURE__*/e(n.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"User-Driven Innovation for a Successful Digital Transformation\"})})},{index:1,id:\"g0J7nIa6D\",[o]:\"Unlocking growth on divar marketplace\",[i]:\"divar-team\",[h]:l({src:\"https://framerusercontent.com/images/Q9ljQlKxXESpzqjNDcL4bozM.png\",srcSet:\"https://framerusercontent.com/images/Q9ljQlKxXESpzqjNDcL4bozM.png?scale-down-to=512 512w,https://framerusercontent.com/images/Q9ljQlKxXESpzqjNDcL4bozM.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Q9ljQlKxXESpzqjNDcL4bozM.png 1811w\"},\"\"),[c]:\"framer.com\",[d]:/*#__PURE__*/t(n.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Overview\"}),/*#__PURE__*/e(\"p\",{children:\"Divar is Iran's most popular online classified ad platform. A marketplace where people can buy and sell a wide range of new and used products from shoes and clothes to cell phones and computers as well as vehicles and houses, which are among the most popular categories.\"}),/*#__PURE__*/e(\"p\",{children:\"With over 30 million users and +350,000 new daily listings, it significantly impacts people's lives. The value of active listings on Divar is worth almost 6% of Iran's GDP.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,sNmXaTMAJdpjMUibLBEna6iIHF8.png\",\"data-framer-height\":\"1125\",\"data-framer-width\":\"2000\",height:\"562\",src:\"https://framerusercontent.com/images/sNmXaTMAJdpjMUibLBEna6iIHF8.png\",srcSet:\"https://framerusercontent.com/images/sNmXaTMAJdpjMUibLBEna6iIHF8.png?scale-down-to=512 512w,https://framerusercontent.com/images/sNmXaTMAJdpjMUibLBEna6iIHF8.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/sNmXaTMAJdpjMUibLBEna6iIHF8.png 2000w\",style:{aspectRatio:\"2000 / 1125\"},width:\"1000\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"strong\",{children:\"Problem statement\"})}),/*#__PURE__*/e(\"p\",{children:\"During the coronavirus pandemic, Divar formed a new product team to offer a new service for offline stores - which had been damaged by the closure of their shops - to create an online store and sell their products online.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"After all of the work that had gone into making this new service findable and discoverable, it was time to encourage vendors to expand their stores and use this platform as their primary source of sales. This was one of the objectives that the whole team agreed on it during the brainstorming sessions that we had before starting the third OKR of the year.\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"strong\",{children:\"Users & Audience\"})}),/*#__PURE__*/e(\"p\",{children:\"The vendors who had a store on Divar were our main focus. we are talking about almost 20,000 vendors who have at least one product in their stores, and more than 300,000 products in total.\"}),/*#__PURE__*/e(\"p\",{children:\"Although, we knew that in the marketplaces, any small change made on the supply side will certainly affect the demand side.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Xc6wxTJYFJSVrVwqc4WNQ2kNUSs.png\",\"data-framer-height\":\"1125\",\"data-framer-width\":\"2000\",height:\"562\",src:\"https://framerusercontent.com/images/Xc6wxTJYFJSVrVwqc4WNQ2kNUSs.png\",srcSet:\"https://framerusercontent.com/images/Xc6wxTJYFJSVrVwqc4WNQ2kNUSs.png?scale-down-to=512 512w,https://framerusercontent.com/images/Xc6wxTJYFJSVrVwqc4WNQ2kNUSs.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Xc6wxTJYFJSVrVwqc4WNQ2kNUSs.png 2000w\",style:{aspectRatio:\"2000 / 1125\"},width:\"1000\"}),/*#__PURE__*/e(\"h1\",{children:\"Team\"}),/*#__PURE__*/e(\"p\",{children:\"At the time, our team consisted of 18 persons.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ChBtUgpHNbGPHYP8nvMlEgPF4.png\",\"data-framer-height\":\"645\",\"data-framer-width\":\"2000\",height:\"322\",src:\"https://framerusercontent.com/images/ChBtUgpHNbGPHYP8nvMlEgPF4.png\",srcSet:\"https://framerusercontent.com/images/ChBtUgpHNbGPHYP8nvMlEgPF4.png?scale-down-to=512 512w,https://framerusercontent.com/images/ChBtUgpHNbGPHYP8nvMlEgPF4.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ChBtUgpHNbGPHYP8nvMlEgPF4.png 2000w\",style:{aspectRatio:\"2000 / 645\"},width:\"1000\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"strong\",{children:\"My role\"})}),/*#__PURE__*/e(\"p\",{children:\"I was the only designer that was responsible for this Challenge and I collaborated with:\"}),/*#__PURE__*/e(\"p\",{children:\"Also, we had some marketing-related concerns that needed to be discussed with our marketing teams, such as increasing SEO or a promotional giveaway, so the product manager and I were the team's point of contact in this case.\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"strong\",{children:\"What happened\"})}),/*#__PURE__*/t(\"h2\",{children:[\"1) \",/*#__PURE__*/e(\"strong\",{children:\"Getting to know the problem\"})]}),/*#__PURE__*/e(\"h3\",{children:\"Taking our own medicine\"}),/*#__PURE__*/e(\"p\",{children:\"To have a better understanding of our users, we decided to become customers of our product. So a few members of the team and I made our own\\xa0store and attempted to make a sale. We shared\\xa0our experiences with the app, and it was a terrific way for us to learn more about the issues we were having.\"}),/*#__PURE__*/t(\"h3\",{children:[\"F\",/*#__PURE__*/e(\"strong\",{children:\"ield study\"})]}),/*#__PURE__*/e(\"p\",{children:\"I also conducted a field study to learn more about our users who were gonna use the app and have more insights to reframe what I was going to create. In order to conduct my research, I went downtown and had a conversation with the salesman of a clothing store. I discovered that despite their interest in selling online, they had no experience in this field and would like to try this method to see if this works.\"}),/*#__PURE__*/t(\"h3\",{children:[\"Q\",/*#__PURE__*/e(\"strong\",{children:\"ualitative and Quantitative research\"})]}),/*#__PURE__*/e(\"p\",{children:\"So far we had a basic understanding of our users and the problems, but we required a collection of actionable data to combine it with our previous data. It was at that point that one of our UX Researchers conducted complete research about the problem.\"}),/*#__PURE__*/e(\"p\",{children:\"She began by conducting 37 telephone interviews to cover a variety of concerns. She then used a quantitative questionnaire with 200 users to prioritize the concerns using the options indicated in the qualitative research.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,xs4f9QBXyIGhgIxgyO6wBwHNmk.png\",\"data-framer-height\":\"1125\",\"data-framer-width\":\"2000\",height:\"562\",src:\"https://framerusercontent.com/images/xs4f9QBXyIGhgIxgyO6wBwHNmk.png\",srcSet:\"https://framerusercontent.com/images/xs4f9QBXyIGhgIxgyO6wBwHNmk.png?scale-down-to=512 512w,https://framerusercontent.com/images/xs4f9QBXyIGhgIxgyO6wBwHNmk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/xs4f9QBXyIGhgIxgyO6wBwHNmk.png 2000w\",style:{aspectRatio:\"2000 / 1125\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"Now, we had a prioritized list of concerns that had occurred to our vendors. concerns like having problems with the ratio of the images they wanted to post or problems with selling their products in other cities.\"}),/*#__PURE__*/t(\"h2\",{children:[\"2) C\",/*#__PURE__*/e(\"strong\",{children:\"hopping the problem into smaller pieces\"})]}),/*#__PURE__*/e(\"p\",{children:\"With a better understanding of the challenge, I decided to divide it into smaller problems and come up with a solution for each one separately. We've run into three concerns, which 68 percent of consumers have reported.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Problem 1: I'm not sure if it works\"})}),/*#__PURE__*/e(\"p\",{children:\"For getting good results on Divar, vendors must have a variety of products in their online stores. That's why Divar gives every vendor the ability to add 15 products to their store for free after the sign-up. However, we've discovered that when the vendors start using Divar, they only add a few products to their store to test this new service.\"}),/*#__PURE__*/e(\"p\",{children:\"To address this issue, I designed a gamification system that motivates vendors to add at least 15 products when they register for the first time. the gamification was based on rewarding sellers for adding more products, and the incentive was to boost the impression of their products.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,DUOYre70Y2ES1OayxBw9HglH15o.png\",\"data-framer-height\":\"1125\",\"data-framer-width\":\"2000\",height:\"562\",src:\"https://framerusercontent.com/images/DUOYre70Y2ES1OayxBw9HglH15o.png\",srcSet:\"https://framerusercontent.com/images/DUOYre70Y2ES1OayxBw9HglH15o.png?scale-down-to=512 512w,https://framerusercontent.com/images/DUOYre70Y2ES1OayxBw9HglH15o.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/DUOYre70Y2ES1OayxBw9HglH15o.png 2000w\",style:{aspectRatio:\"2000 / 1125\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:'I discussed the incentive with our marketing manager and we agreed on this: \"if a vendor adds 15 products, they can boost the impression of 10 of them, and if they add 35 products, they can boost the impression of 25 of them.'}),/*#__PURE__*/e(\"p\",{children:\"The idea was simple. However, I collaborated with developers to implement different states of the component. I also provide textual contents that were needed for introducing this new option such as push notification text, onboarding text, etc.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,LjTlGrBv3kcXwlnkaxRxuVSrk.png\",\"data-framer-height\":\"805\",\"data-framer-width\":\"2000\",height:\"402\",src:\"https://framerusercontent.com/images/LjTlGrBv3kcXwlnkaxRxuVSrk.png\",srcSet:\"https://framerusercontent.com/images/LjTlGrBv3kcXwlnkaxRxuVSrk.png?scale-down-to=512 512w,https://framerusercontent.com/images/LjTlGrBv3kcXwlnkaxRxuVSrk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/LjTlGrBv3kcXwlnkaxRxuVSrk.png 2000w\",style:{aspectRatio:\"2000 / 805\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"The result was impressive. The 'average number of products per store' increased by about %26 and the 'number of vendors with more than 15 products' increased by %600 in less than 3 months after the release.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FbbvT0WSXFILBb51eayFT18amrk.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"2000\",height:\"463\",src:\"https://framerusercontent.com/images/FbbvT0WSXFILBb51eayFT18amrk.png\",srcSet:\"https://framerusercontent.com/images/FbbvT0WSXFILBb51eayFT18amrk.png?scale-down-to=512 512w,https://framerusercontent.com/images/FbbvT0WSXFILBb51eayFT18amrk.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/FbbvT0WSXFILBb51eayFT18amrk.png 2000w\",style:{aspectRatio:\"2000 / 927\"},width:\"1000\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Problem2: Divar crops my photos into a 1:1 ratio\"})}),/*#__PURE__*/e(\"p\",{children:\"Every image at Divar was always cropped in square format. I believe we got it from Instagram and never modified it. Now that we've created a new service for stores, they wanted their images to be shown as the actual ratio. So we decided to allow users to post images with various aspect ratios.\"}),/*#__PURE__*/e(\"p\",{children:\"On the listing page, we simply present a small square image and there was no need to change it. We just had to be careful to display the same square shape image there after allowing users to upload photos with various ratios.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ngB4tG8ubePKiqWXSV9C0RGMsw.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"2000\",height:\"463\",src:\"https://framerusercontent.com/images/ngB4tG8ubePKiqWXSV9C0RGMsw.png\",srcSet:\"https://framerusercontent.com/images/ngB4tG8ubePKiqWXSV9C0RGMsw.png?scale-down-to=512 512w,https://framerusercontent.com/images/ngB4tG8ubePKiqWXSV9C0RGMsw.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ngB4tG8ubePKiqWXSV9C0RGMsw.png 2000w\",style:{aspectRatio:\"2000 / 927\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"For the Post page, we had different options and I had a lot of various ideas. I started by gathering some data about our user's screen resolutions to determine how users will view this page. After that, I sketched different possibilities and considered their advantages and disadvantages.\"}),/*#__PURE__*/e(\"p\",{children:\"After considering different alternatives I discovered that having three different aspect ratios for the photos on the page is the best method for the Post-Page. We didn't have enough data on the aspect ratio of the images that users were uploading because we always cropped them squarely. As a result, we've chosen to keep this page the same and iterate once we have more information.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Ujy38718mZ7HMwc4JCgkH8Eeg2A.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"2000\",height:\"463\",src:\"https://framerusercontent.com/images/Ujy38718mZ7HMwc4JCgkH8Eeg2A.png\",srcSet:\"https://framerusercontent.com/images/Ujy38718mZ7HMwc4JCgkH8Eeg2A.png?scale-down-to=512 512w,https://framerusercontent.com/images/Ujy38718mZ7HMwc4JCgkH8Eeg2A.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Ujy38718mZ7HMwc4JCgkH8Eeg2A.png 2000w\",style:{aspectRatio:\"2000 / 927\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"Finally, the entire image could be shown to users on the image gallery page if they wanted to see the images on the full-screen page.\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Problem3: Divar doesn't show my products in other cities\"})}),/*#__PURE__*/e(\"p\",{children:\"At that time, this new service was available only in Tehran, but some vendors were able to ship to other cities and wanted their products to be shown in other cities as well.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,oGtokx2ujZPozrhw17MyZFUgbjs.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"2000\",height:\"463\",src:\"https://framerusercontent.com/images/oGtokx2ujZPozrhw17MyZFUgbjs.png\",srcSet:\"https://framerusercontent.com/images/oGtokx2ujZPozrhw17MyZFUgbjs.png?scale-down-to=512 512w,https://framerusercontent.com/images/oGtokx2ujZPozrhw17MyZFUgbjs.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/oGtokx2ujZPozrhw17MyZFUgbjs.png 2000w\",style:{aspectRatio:\"2000 / 927\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"Since the service was expected to be available in all cities in the future, We didn't want to put too much effort into this. However, we couldn't remain indifferent to the need for sellers. So, instead of displaying the products of vendors in other cities - which required a lot of technical effort - I came up with the simple idea of directing users from other cities to vendors in Tehran so they could see their products and buy from them.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,vRJHB7zMau3pYohKB8EPDsTGc.png\",\"data-framer-height\":\"927\",\"data-framer-width\":\"2000\",height:\"463\",src:\"https://framerusercontent.com/images/vRJHB7zMau3pYohKB8EPDsTGc.png\",srcSet:\"https://framerusercontent.com/images/vRJHB7zMau3pYohKB8EPDsTGc.png?scale-down-to=512 512w,https://framerusercontent.com/images/vRJHB7zMau3pYohKB8EPDsTGc.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/vRJHB7zMau3pYohKB8EPDsTGc.png 2000w\",style:{aspectRatio:\"2000 / 927\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"This was accomplished by displaying a small banner and providing a brief description of the new service which is available in Tehran and can be accessed by changing the city in the app. In this way, our vendors could sell their items to users in other cities, and users in other cities would be notified of the service and know that they should wait for it to be available in their cities.\"}),/*#__PURE__*/e(\"h1\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"h1\",{children:[\"O\",/*#__PURE__*/e(\"strong\",{children:\"utcome\"})]}),/*#__PURE__*/e(\"p\",{children:\"The most interesting part of the job for me is watching the impact of my design on users and the company.\"}),/*#__PURE__*/e(\"p\",{children:\"With the design I suggest for the first problem, the average number of products per store increased significantly, increasing the seller's sales and providing buyers with more choices for buying the product they need. 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You spend a couple of days exploring possible solutions and choosing the best one. Then it takes a few days to prepare the designs. After several weeks of work by developers, that feature can finally go live and users can use it.\"}),/*#__PURE__*/e(\"p\",{children:\"Now, if the analytics show that you have not been able to make the process easier for your users, you must discard the entire team\u2019s hard work and start this process again. But with Design Sprint you can summarize this long process in just 5 days and you can quickly find the outcome.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,TmmWVgpciorM92hBsTcoCm48KQE.jpg\",\"data-framer-height\":\"1300\",\"data-framer-width\":\"2000\",height:\"650\",src:\"https://framerusercontent.com/images/TmmWVgpciorM92hBsTcoCm48KQE.jpg\",srcSet:\"https://framerusercontent.com/images/TmmWVgpciorM92hBsTcoCm48KQE.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/TmmWVgpciorM92hBsTcoCm48KQE.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/TmmWVgpciorM92hBsTcoCm48KQE.jpg 2000w\",style:{aspectRatio:\"2000 / 1300\"},width:\"1000\"}),/*#__PURE__*/e(\"h3\",{children:\"Redesign the checkout page\"}),/*#__PURE__*/e(\"p\",{children:\"Snapp Market is the biggest online grocery shopping platform in Iran with over 1 million active monthly users. At Snapp-Market, I was the only designer on the team and I worked on 6 different products with different stakeholders. We had decided to redesign the website and improve its user experience in Snapp Market and we started our work with the most important page, the checkout page.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,QfwaKjOQbnqkJ6mEUEkMeqxUMgI.jpg\",\"data-framer-height\":\"1116\",\"data-framer-width\":\"2000\",height:\"558\",src:\"https://framerusercontent.com/images/QfwaKjOQbnqkJ6mEUEkMeqxUMgI.jpg\",srcSet:\"https://framerusercontent.com/images/QfwaKjOQbnqkJ6mEUEkMeqxUMgI.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/QfwaKjOQbnqkJ6mEUEkMeqxUMgI.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/QfwaKjOQbnqkJ6mEUEkMeqxUMgI.jpg 2000w\",style:{aspectRatio:\"2000 / 1116\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"If you are familiar with e-commerce websites, you already know that the user experience on the checkout page is the most important part of turning users into customers. This is where the customers pay the money and the marketing and content team\u2019s efforts bear fruit.\"}),/*#__PURE__*/e(\"p\",{children:\"Before starting the design sprint, we prepared a detailed information about our customers (buyer persona). Then, by conducting usability tests, we found the most important problems of each part of the website. After that, we focused on each process in detail and started Design Sprint to redesign the check-out page.\"}),/*#__PURE__*/e(\"h3\",{children:\"Step One: Understanding the user needs and find the most important issue\"}),/*#__PURE__*/e(\"p\",{children:\"In this step, you need to know the purpose of the user and his or her needs. You need to know how the user feels about this part of the website. Is there any doubt? Need more information? What is the one thing he does at this point? What stops the user from reaching his goal?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,jS8tiqYS7muKMytHGUUS1BOTIUs.jpg\",\"data-framer-height\":\"1018\",\"data-framer-width\":\"2000\",height:\"509\",src:\"https://framerusercontent.com/images/jS8tiqYS7muKMytHGUUS1BOTIUs.jpg\",srcSet:\"https://framerusercontent.com/images/jS8tiqYS7muKMytHGUUS1BOTIUs.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/jS8tiqYS7muKMytHGUUS1BOTIUs.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/jS8tiqYS7muKMytHGUUS1BOTIUs.jpg 2000w\",style:{aspectRatio:\"2000 / 1018\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"We used the results of our useability tests to create a user empathy map. We carefully monitored the behavior of our users from the videos that we had collected from our usability tests and analyzed their experience with the checkout page:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What do they do?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What are they saying?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"What do they think?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"How do they feel?\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Having this information gave us a good understanding of the users\u2019 behavior and made it possible for us to make good decisions quickly.\"}),/*#__PURE__*/e(\"h3\",{children:\"Step Two: Providing different solutions to the most important issue\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,YgwGMp7qbAWBVdjO8C1dh7cMxU.jpg\",\"data-framer-height\":\"702\",\"data-framer-width\":\"2000\",height:\"351\",src:\"https://framerusercontent.com/images/YgwGMp7qbAWBVdjO8C1dh7cMxU.jpg\",srcSet:\"https://framerusercontent.com/images/YgwGMp7qbAWBVdjO8C1dh7cMxU.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/YgwGMp7qbAWBVdjO8C1dh7cMxU.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/YgwGMp7qbAWBVdjO8C1dh7cMxU.jpg 2000w\",style:{aspectRatio:\"2000 / 702\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"This was where we all put our ideas on paper. After getting to know the user needs, reviewing the current page design, and skimming other checkout pages from similar businesses around the world, everyone was given a marker and a big paper to bring their suggested solution on the paper and explain it. At this point, we collect many different ideas and solutions and it gives us the opportunity to think outside of the usual structure.\"}),/*#__PURE__*/e(\"h3\",{children:\"Step Three: Summing up the ideas and choosing the best solution\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",src:\"blob:https://framer.com/0e1544d4-60c6-4bdf-b224-aa9b22b90763\"}),/*#__PURE__*/e(\"p\",{children:\"Hearing the different solutions and watching the different sketches, we found some interesting ideas that everyone liked. We agreed on these ideas by voting and giving points to different parts of each Sketch, and ultimately we found a specific concept that all people agreed to implement. Taking part of various people in the sprint, such as product manager, product designer, developers, and even CEO, at this step helped us to discuss all sides of the product and reach a common ground.\"}),/*#__PURE__*/e(\"h3\",{children:\"Step 4: Creating Prototype for the solution\"}),/*#__PURE__*/e(\"p\",{children:\"So far, we are familiar with the user and explored his needs. We talked about different solutions and agreed to choose the best solution. Now it\u2019s time to create a prototype for testing it.\"}),/*#__PURE__*/e(\"p\",{children:\"In just a day, we transformed the sketches into a prototype that could work and it was fully simulating our new check-out process. (including address selection, delivery time selection, etc.)\"}),/*#__PURE__*/e(\"h3\",{children:\"Step Five: Testing the solution with real users\"}),/*#__PURE__*/e(\"p\",{children:\"This may be the most exciting part of the process. At this point, you can see the result of your decisions and it shows whether you have been successful or not.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,zFZTZ24uQ4BrEcblolBtJUwiM.jpg\",\"data-framer-height\":\"1611\",\"data-framer-width\":\"2000\",height:\"805\",src:\"https://framerusercontent.com/images/zFZTZ24uQ4BrEcblolBtJUwiM.jpg\",srcSet:\"https://framerusercontent.com/images/zFZTZ24uQ4BrEcblolBtJUwiM.jpg?scale-down-to=512 512w,https://framerusercontent.com/images/zFZTZ24uQ4BrEcblolBtJUwiM.jpg?scale-down-to=1024 1024w,https://framerusercontent.com/images/zFZTZ24uQ4BrEcblolBtJUwiM.jpg 2000w\",style:{aspectRatio:\"2000 / 1611\"},width:\"1000\"}),/*#__PURE__*/e(\"p\",{children:\"We shared the prototype with eight people to see how they engage with the new check-out page. Our scenario was, \u201CYou have added these items to your shopping cart. Now go to the checkout page and finalize your purchase\u201D Then we carefully observed their behavior.\"}),/*#__PURE__*/e(\"p\",{children:\"As we expected, the new process was more user-friendly. But there were a couple of confusing things for most users. For example, we decided that on this page users see a preview with a certain number of purchased products and scroll horizontally to see the rest of the products. But we found that the users like to see all of their items at a glance.\"}),/*#__PURE__*/e(\"p\",{children:\"On the other hand, the way that we displayed the number of each item, made users think they could click on it and change the numbers.\"}),/*#__PURE__*/e(\"p\",{children:\"After doing this user test, we fixed the remaining problems and it was then that we could say the design is ready to be developed.\"}),/*#__PURE__*/e(\"p\",{children:\"As you can see by running a Design Sprint, the simplest problems that may confuse users can be clearly seen and we can find a solid solution to any problem. 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