Quick overview
-
The aim of the project was to find a solution to shed some light and improve the usability of existing promotion mechanisms.
Our hypothesis:
We assume that sellers are looking for a clear and an exhaustive list of actionable mechanisms to drive more visibility and conversion on their products. ManoMano has a lot to offer, but it’s not easy to access nor use.
Objectives
We want to help our sellers be as autonomous as possible to:
-Understand the benefits of all the promotion mechanisms available
-Find the right mechanism for them given their objectives (sell more, diminish stock..)
-Use then easily
-Acknowledge / See / Analyse the benefits
-
The project took place between Q4 2022 and Q1 2023.
The team (PM / UR / UX) followed the Discovery Discipline methodology for the research phase and included stakeholders for other teams such as Data, Legal..
Taking into account the insights gathered, I designed (after a few iterations) a solution that we were satisfied with, as well as being able to implement in the given time.
-
It’s a sucess! The Marketing Hub has 30-40 visits per week per seller. 5000 sellers today.
Discovery
We conducted a comprehensive examination by engaging a panel consisting of 12 sellers spanning regions including France, Spain, and the United Kingdom as well as 2 Chinese-speaking individuals. Additionally, it included representatives from ManoMano, encompassing 9 Selle Account Managers, 2 Key Account Managers, and 1 MAM.
We showed them a collection of ideas / benchmarks and prototypes to react to, as well as listen to their user stories and real-life testimonies.
Among various insights gathered, these are the significant pain points that surfaced:
Sellers demonstrate a keen interest in leveraging self-service marketing tools; however, they encounter challenges in comprehending our offerings effectively.
Sellers express a growing demand for enhanced insights and metrics to evaluate the efficacy of their marketing campaigns accurately.
Sellers seek guidance and coaching to optimize the outcomes of their campaigns, emphasizing the importance of personalized support.
Overall, sellers show a strong desire to expand their business volume, particularly by increasing the average number of items per basket, indicative of their focus on revenue growth and customer engagement.
The concept we decided to develop is a simple, umbrella page for all the different available tools. Each of the pages then follow the same pattern: create a new initiative, monitor the performance, monitor sales & orders.
On top:
For each 12 inverviews, we have identified the topics covered (each column), the positive/negative/ neutral remarks (post-it notes per color).
Below:
Reccurring remarks then have been selected as key insights / takeaways
Delivery
First Landing Page, shipped september 2023
Second Landing Page, shipped march 2024
Each sub-page is on the same pattern, helping the users get the hang of our tools. and creating strong habits. From this page (and all the others) you can:
Create a new (coupon) campagin
Follow the sales and orders coming
Identify the products linked to the campaigns
Monitor your budget spent vs sales
Why it’s a success ?
It’s not a big bang but it offers what users need: all in one place + works the same everywhere.
The result is that it is now consulted up to 40 times a week by each of our 5000 sellers.