Improving Navigation for a B2B marketplace

Helped develop a new navigation system for Eze to improve the customer journey, especially for mobile users who were a significant part of our traffic. We prioritized the search function for available devices in the new navigation system as we recognized its importance to visitors. In order to accommodate supplementary menu items, I incorporated a secondary navigation bar into the desktop interface.

I created a new authentication mechanism for Eze that followed the style guide. To make it easier for visitors to authenticate, I added a simple registration and login pop-up form that minimized page shifts.

To improve the shopping experience, I analyzed key data such as popular items, user search preferences, pricing updates, and stock levels. With the engineering team, we introduced filtering criteria for different device categories on the shop page. I also tested multiple formats for showcasing device pricing and availability, including a real-time product pricing list view extension. To provide users with more comprehensive product information, the product detail screen was enhanced. Users can adjust product category parameters and view recent sale prices to make informed decisions. The product information display was improved with a simple open and close functionality, more product images, and accessible payment channels through Eze.

To improve sales and conversions, I redesigned the checkout process to address the high user drop-off rate between shopping and shipment pages. Our analysis showed that users abandoned the process even after reaching the checkout page, resulting in poor conversion rates. To solve this, I performed a hthe EUristic analysis of all checkout process pages to identify errors, minimize the number of clicks needed to complete a purchase and address potential usability issues. I also researched current trends and best practices for a streamlined checkout experience. I simplified the checkout to three steps: Cart, Checkout, and Confirmation. We updated the progress bar to keep customers informed. Users can now add devices to their cart, view the quantity and availability of each item, and edit their cart, all from the checkout page. During checkout, users can add shipping addresses and see an estimated delivery date based on their location. I added new payment options such as Wire Transfer, PayPal, Debit/Credit Card, and Payment Terms to meet user preferences. Users can see a detailed breakdown of their total cost, including devices, delivery charges, buyer level, and discounts.

To inform customers about Eze's expanded operations and device categories, we redesigned the marketing website. A clear direction was established for development and layout organization with a content-first approach. Working with the marketing team and a designer, we arrived at a design that met our objectives. The redesigned front page effectively communicates Eze's unique value proposition and showcases the different device types available on the platform.