B2B Applications

Problem Statement 

TradeIndia is India's B2B Buyer and Seller connection platform. TradeIndia had an app and website that lacked good user experience. Main concern was that customers did not get enough inquires and struggled to navigate through the app and website. As a result most customers had given up on the app and even to an extent on the Seller panel of the website. TradeIndia was loosing its customer base to the competition. TradeIndia decided to revamp both app and a website. 

Critical Success Factors 

1. A new age TradeIndia platform (App and website) with enhanced User experience that can fulfill customer needs and demands. 

2. An effortless completion of key user tasks such as posting a buy requirement, seamless communication between buyers and sellers and a seller panel with good UX. 

My Role

I led the revamp project for both, app and website and provided design direction. 

Showcase 

Following screens show Before and After screens of TradeIndia App. 

Approach 

To revamp the website and app, we wanted to know what the problem with the existing solutions was. We started with conducting user interviews and a survey.  We had decided to keep customer at the center of our solution and everything else followed after that. 

We came to know that app has a lot of UX related issues such as posting an inquiry was difficult and had many obstacles. Same was the the case of website. Buyer and Seller tasks were confusing and mixed in the panel. 

Based on the findings from user interviews and survey, we redesigned the website and app. We simplified most common and critical task flows such as posting a buy requirement, adding products and maintaining product catalog, etc. We also clearly differentiated buyer and seller panels to avoid confusion. The approach defined was that as customer's relationship with TradeIndia gets mature, the Buyer & Seller panel would respond accordingly. The new react technology also allowed us to create more SEO friendly site, and extremely responsive and fast buyer & seller panel. 

Once the design was completed, we conducted formative as well as summitive Usability Tests and made changes accordingly. 

Accomplishments 

After the revamp, following are the UX Metrics (HEART) numbers for the app - 

Engagement

• 50% increase in screen views

Adoption

• 53% increase in app login

• 33% Increase in New User Acquisition 

Task Completion 

• 105% increase in inquiries

Note: Revamped website is recently live and numbers will be updated here in May 2023.