ZALORA / New Feature

Empowering Marketplace Partners through Store Experience

MY ROLE
Design & Strategy
Research
Facilitator
PLATFORM
IOS & Android App
Responsive Web
PORJECT DURATION
15 weeks
YEAR
2022
PROJECT summary
As the number of marketplace partners on the ZALORA platform grew, they encountered challenges with limited visibility and difficulties in managing their assortments and identities, leading to decreased engagement and sales. In response, we developed a store concept that allows sellers to self-manage their storefronts.

I directed the design strategy alongside a cross-functional team to launch the store experience. This included conducting research to identify sellers’ pain points, enabling store customisation and improve store discoverability.

As a result, 87% of sellers customised their stores, leading to a 64% increase in user engagement and a 5% uplift in conversion rates.
CONTEXT
When the pandemic hit, online shopping grew rapidly, attracting a wide variety of marketplace partners, from big brands to small businesses. The number of marketplace partners (sellers) joining ZALORA grew significantly, allowing us to expand beyond our own label and offer a wider range of products to customers.

↑ Design Process Overview

To understand the pain points, we conducted research with our top sellers to identify their challenges and shared a survey to gain insights into customer behaviour and their familiarity with store concept.
PROBLEM IDENTIFICATION
Sellers Pain Points
- Limited brand visibility because sellers can only rely on the Zalora homepage.
- Inability to showcase their brand identity and self-manage their visual due to an overly manual process.
- Limited access to promotional tool to create their own deals within Seller Center.
Customers Pain Points
- The store concept is understood from cart page but exploring products from seller is challenging.
- Finding updated or promotion from specifc sellers is difficult as homepage is the only pace for this information.
OPPORTUNITY
How Might We enable sellers to showcase their brand identity and self-manage their visual assets without solely relying on the homepage?
‍
How Might We improve visibility for customers to easily explore products and updates from sellers? 
SUCCESS METRICS
Feature adoption
Increase discoverability and traffic to stores
Increase conversion to order completed
PRIORITISATION WORKSHOP
During this workshop, we agreed to create a store concept that provides each seller with their own space to showcase their store and brand identity. Therefore, we are prioritising the following for the MVP:
1. Develop store functionality that allows sellers to effectively self-manage it.
2. Enhancing store visibility to drive increased traffic for customers.
design principles
✨ Tell Each Story Uniquely: Showcase the distinct identities of different sellers to users.
☝🏼 Inspire Action: Create an informative and interactive selling experience that encourages users to engage.
🎒 Encourage Discovery: Use progressive disclosure to reveal information as needed.
NAVIGATION CONCEPT TEST
What Works:
- The store logo and banner create a strong impression of the store’s identity.
- Store navigation allows customers to easily browse updates or view products.
What Doesn’t Work:
- Shoppers often skip the store description because they're focused on shopping.
- Customers have to scroll multiple timer before seeing the products which can be frustrating.
USER FLow
STORE PAGE FINAL DESIGN
USER FLow for seller / store customisation
I conceptualised and defined the user flow and store template, which then developed with the team responsible for the Seller Center.
FINAL DESIGN
IMPACT
87%
of sellers across 6 countries have updated store profile and launched customised storefronts.
12%
uplift in product added to cart and contributing to a 5% order completed.
64%
increase in user engagement and total traffic to store page with the new entry point.
BACK HOME

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