Role
Product Lead
Scope
Product Design & Product Management & Product Lead & Product Release
Team
Product Manager, Retailer teams, Dev teams
Duration
Aug 2021- Present / Released in Feb 2022 / Continuous iterations till now
In Fall 2021, Instaco planned for promoting business growth for the ezze app, which leveraged momentum for me to partner with my Product Manager to re-evaluate the roadmap and look toward to further needs. One of the opportunities we discovered through research was to enable an extended dashboard that enhances the workflow for both live shopping and future retail selling.
As a D2C e-commerce platform, ezze Seller Dashboard helps level up sellers’ selling experience before, during, and after the live streaming. The invitation-based web application supports sellers/retailers to set up pre-selling & on-selling products, process real-time orders, engage with diverse customers, and manage day-to-day finances and operations.
Since August 2021, I took full responsibility for designing the Seller Dashboard throughout its development lifecycle by leading the creative direction on both functionalities and visual strategies. I also worked with my Product Manager to identify next-step hypotheses by prioritizing potential solutions as the backup for business growth, handled usability testings, and conducted Devs to deliver the complete product.
I went through several rounds of development progress for the ezze app to identify the design goals for Seller Dashboard from both business and user perspectives.
The basic phase of Seller Dashboard serves as an extension of the ezze app, which expands the e-commerce experience from mobile to PC. The focus is on helping sellers manage data before, during, and after live streaming from the perspective of order, product, customer, and finance.
The advanced stage of the Seller Dashboard incorporates several additional features such as uploading products during live broadcasts, supporting for compatibility with Shopify sync, and managing multiple sub-accounts for seller admins to expand the scope and scale of their business.
We also considered multi-device using for a live show, so I designed tablet UX and inserted a reader mode for expanding user comments.
Additionally, we developed several visionary plans for the ongoing iterative development of ezze's business:
Collaboration: Increase user engagement by inviting a guest to be a co-host in live show.
Live Auction: Initiate the auction process to promote user excitement about the gamification experience during the live stream.
Store: Support business-to-consumer (B2C) sales of products and services.
I brainstormed various possibilities by referencing both previous research and current app developments, sketched countless ideas accordingly on the whiteboard. I also invited my teammates to help refine the concepts I brought up and checked my closet to see what I was missing.
In the light of a "top-down" layout, I simplified my ideas into a roadmap focusing on "what users can do" to express the functionality and structure of the product, and refined the hierarchy in line with goals. I summarized the main elements of each section and listed the details accordingly of what users would expect.
The roadmap helped me narrow the view of the overall objectives and also shaped the dashboard into a more concrete structure.
I reorganized the roadmap into an information architecture for determining how information across the seller web application would be displayed.
Based on Information Architecture, I proposed several flowcharts focusing on the potential action highlights of users.
I converged previous stages into freehand sketches to help me narrow down the basic representation of my concept.
I then formulated sketches with more specific requirements into low-fi wireframes that depicted the basic UI to propose a blueprint for later mockups.
After flushing out the wireframe, I spent weeks building a design library of all the reusable components and elements for the Seller Dashboard.
I used iPad mini 8.3 as the standard to design UX and Hi-Fi inteface in both portrait and landscape frame. Here I take the Live page as example.
Conducting Devs to deliver the product, I wrapped up a high-fidelity prototype handoff with Figma to help engineers uncover key user interactions.
Notifications & Global Search
Set Columns & Check orders
Add tracking
Add a product during a liveshow
Add Non-Auction Product
Time picker
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