Overview
FashionGo, originally a B2B wholesale company, decided to expand their business by launching a new dropshipping application on Shopify called FashionGo Dropshipping.
As the first UX designer for FashionGo brand’s new dropshipping application, I spearheaded comprehensive research and design efforts, collaborating closely with cross-functional teams to successfully plan, develop, and launch the app on the Shopify platform. Leading the end-to-end UX design process, I crafted high-fidelity wireframes and mock-ups, ensuring a user-centric approach and to meet app requirements.
As the team expanded, I transitioned into a leadership role, delegating tasks on the Figma board while concentrating on establishing a Universal Design guide and style for multiple designers. Responsible for the overall layout and interactions of the application, I played a pivotal role in creating the foundational framework for essential pages such as Home, Find Products, Import List, Synced List, Orders, Cart, Settings, Dashboard, and My Account.
With a focus on optimizing the user experience, I specifically targeted enhancements to the product search, import, and sync to store processes on our platform. This strategic approach paved the way for the successful onboarding of additional designers, ensuring the continued refinement and development of key application pages.
My Role
UX Designer
Duration
Feb 2021 - Aug 2023
Tools
Figma, Photoshop, Illustrator, Dooray, Invision, Overflow
Design Process
Understanding the Problem
For the first few days after I join the FashionGo Dropshipping project, I immediately started researching all the competitors and relevant users in the dropshipping space. Once we identified the leaders and user market for the dropshipping industry, we started digging deeper to see if there were any sort of inconvenience or a problem we can solve and apply into our new dropshipping platform.
My research encompassed:
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Understanding the user goals and needs
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Uncovering pain points with the existing user journey
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Determining the success of the tasks measured
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Understanding the dropshipping business model
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Discovering competitor's strengths & weaknesses
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Exploring influencers in dropshipping space
Define
Research
First, before touching anything related to design, I wanted to dive into the psychology and motivations behind dropshipping users and suppliers.
Competitive Analysis
The next step was conducting a competitor analysis to determine the pros and cons of other similar apps and services.
I also researched our competitor’s platform in-depth to find out what features they had, and how they assisted the users in sourcing their products and importing them to their online store. I looked for what filters were most used, and what product information, and features were important to the users when they pick an item to dropship.
User Survey
After the initial research, I was interested to collect first hand data from our target audience in order to create an app that was perfect for their needs.
Conceptualization
Using my findings from the inspiration phase, I created three user personas to represent users with different backgrounds and needs.
User Journey
Using my findings from the inspiration phase, I created three user personas to represent users with different backgrounds and needs.
Insight & Analysis
After understanding the dropshipping market, what our competitions were doing, and what our suppliers and user’s wanted and needed. I summarized what we needed to focus on.
Ideate
Our competitor analysis and user stories helped us determine the essential features the app would need to make it successful and useful. We also created a user flow diagram to map out these features and see what kind of screens would be necessary for the app.
Design
Next, we sketched low-fidelity wireframes with pencil and paper. After we agreed on the general layouts of our screens, we turned to Figma for our mid-fidelity wireframes.
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Style Guide
I've created a design guideline, compiling all of our components, colors, icons, and typefaces in our shared Figma file. So designers can take it and apply it on their pages.
Mockups
Finally, we started creating hi-fidelity mockups and interaction prototypes to present to the development team. From there we had constant Q&A sessions to clarify our vision. I was responsible for Find Products, Import List, Product List, Settings, etc.
