Sympathy for the devil - The rolling stones

Helping merchants get clarity on business performance

Project Name

Organisation

Year

Role

Business Dashboard (Version 1)

Meesho

2022

Senior Product Designer

#1

Merchants were not able to track hygiene metrics

hygiene metrics were scattered across different sections on the panel leading to lower comprehension of data

#2

Merchants were not sure how to grow their business

Inexperienced merchants on Meesho are not aware of actions to take in order to grow their business

#3

Low awareness about existing growth tools on panel

as a result of the previous point merchants were not sure which actions to prioritise to grow their business on Meesho

problem discovery ๐Ÿค“

#1

Data

Essential in tracking
day-to-day business function

>

#2

Insight

Help them understand why products underperformed

>

#3

Recommendations

Recommend actions that they can take to improve product performance

>

#4

Action

Nudge them to take the recommended action

We tried to understand their mental model and define a framework which can help them holisticly

project scoping ๐Ÿ‘€

We realised that this is a two part problem, both of which are complex ๐Ÿ˜ณ. Hence we decided to solve for both of them in subsequent versions ๐Ÿ˜ฎโ€๐Ÿ’จ.

โ˜๐Ÿป

Version 1

Provide clarity on business performance

Help merchants understand how their business is performing

โœŒ๐Ÿป

Version 2

Guiding with business growth

Help merchants take correct action for business growth

>

๐Ÿ“Š

Survey Insights

2.9K participants

Top metrics for which they need clarity

47%

Sales and
orders

43%

Views and
clicks

39%

Return
orders

*Merchants could select multiple valid options

What they aimed to do with this information

92%

Identify listings
to improve

56%

Identify high
performing products

๐Ÿ“Š

Research Insights

#1

Merchants need macro to micro clarity on business performance

The preferred method for them to track the business is to get an overview and further deep dive to understand product performance

#2

They compare multiple metrics to gather insights

Merchants donโ€™t view a metric in isolation rather to get insights they compare multiple metrics

#3

They look at metrics in a business funnel

To understand business performance they look at metrics in a Views > Clicks > Conversions > Returns funnel.

design solution ๐Ÿง‘๐Ÿปโ€๐ŸŽจ

Seller Level - Business Overview

Sub-category

Metrics

Rationale

Profit and Revenue

Orders

Sales

Returns

Comparing total orders and sales with returns helps the supplier get a clear idea of total revenue.

Views and Conversions

Views

Clicks

Conversions

These values form activity funnel which allows users to understand performance

Product Level - Performance Overview

Sub-category

Metrics

Rationale

Product

Performance

Views

Clicks

Conversions

Orders

Sales

Returns

Ratings

These values form activity funnel which allows users to understand

product

performance

We wanted to understand metrics and format which mapped to userโ€™s mental model. Based on this we figured that the metrics can be broken down in two categories.

Final Design

Business Dashboard - Version 1

โ˜

Business Overview

Merchants can see an overview of their business performance trend for the selected time period.
They can also view other relevant metrics in a format which maps their mental model.

โœŒ

Product Performance

Merchants can see how all their products are performing in the last 30 days.
They can also see which products might be underperforming w.r.t. to any growth metric.

video testimonials ๐Ÿ“ผ

We were able to collect qualitative feedback through user callings and the reception was great. Fortunately a few of them have also created video testimonials and shared it on their youtube.

โ–ถ๏ธ

โ–ถ๏ธ

โ–ถ๏ธ

jai.sushant@gmail.com

LinkedIn

get in touch ๐Ÿš€