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Product Page Revamp for a multi-faceted B2B SaaS website

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Timeline

4 weeks 

May - Jun 2022

My Role

Team leader, UX & UI Design, UX Research

Team

2 UX Designers

Stephen Parent &

Pragya Srivastava

OVERVIEW

Kanban Zone is an Arizona-based startup that offers a wide range of project management tools and training services for individuals, small businesses, as well as large companies. Like many B2B SaaS products, they have solution pages to showcase how their products can be utilized in a variety of industries and use cases. 

Over the course of four weeks, my partner and I worked to understand the needs of both the company and its users to design an effective solution page.

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KICKOFF MEETING

During our first meeting with Kanban Zone's founder and CEO, Dimitri Ponomareff, we were given a comprehensive overview of the product, its goals, and flaws with the existing website.

Dimitri's goal for the solution pages was to have a place to collect all existing solutions and then let each individual solution act as a sort of landing page for the site. Given how their web traffic works, many people end up first entering the site via one of the solution pages. Using this as an opportunity to sell these users on the product is essential to Kanban Zone's success.

CHANGE IN DIRECTION

Upon learning that the previous design hadn't been validated by user testing, our strategy shifted.

 

My partner and I were initially contracted to provide the client with low-fidelity and high-fidelity screens. As the designs weren't backed by research or validated before, we made sure to convince stakeholders that testing would give us a better understanding of what was working and what isn't working with the designs.

Once the client understood how much time and resources they could save by testing their designs, we got the green light to conduct user testing.

THE PROBLEM

Kanban Zone's solution pages were extremely disorganized and hard to navigate. This led to an increased bounce rate as a lot of their visitors landed from blog posts. 

COMPETITOR ANALYSIS

 
 
 
 

Studying 3 e-commerce websites helped us understand what some existing sustainability measures in place are.

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While doing Competitive Analysis, an online grocery retailer, Thrive Market stood out to me.

They claim they are carbon neutral since day one. They charge a monthly subscription fee of 5$ per month. At present they have more than one million subscribers and their membership count has only been increasing since 2017.

IDEATION FEATURE PRIORITIZATION

To quickly collect ideas based on our research, we did a crazy 8 brainstorming session.
After getting all the ideas together, the challenge was to identify which features needed to be prioritized. So the team voted on which features made the most sense based on impact and time on hand.

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The 4 main features selected were:

 
  • Provide a new membership option for those interested in sustainability

 
  • Incentivize the purchase of sustainable products and packaging.

 
  • Incentivize the purchase of sustainable products and packaging.

 
  • Design a point-sharing (as the next step)

From the crazy 8s exercise, we voted upon the best ideas that would support our hypothesis and came up with the solution of: Amazon green prime.

 

Green prime is an upgrade from the standard prime membership that allows users to have their orders sustainably packaged all while still reaping the benefits of prime’s quick delivery service. While enjoying the green prime benefits, users will also receive greenpoints as incentivisation and motivate people to go green.

GIVING IT A NEW FACE

Utilizing Amazon's branding and original logo, I came up with a new logo for the Green Prime membership. 

The addition of green color and word emphasizes "sustainability" and the arrows suggest that members can get a-z products related to sustainability. The addition of another arrow on top denotes the concept of 3R's in sustainability ie Reduce, Reuse and Recycle.

Amazon Green Prime Benefits

Redesigning Amazon's screens to fit with Green Prime needs and userbase, we focused on 4 important screens for the flow.

 

This screen shows the Green prime benefits so prime users can see what is included with the membership upgrade and an explanation of the green points system

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Amazon Green Prime Homepage

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The homepage is designated for green prime members with a call to action to learn more about sustainability and what actions are being taken to make the business and process more eco-friendly.

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Amazon Green Prime Product

 
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On the product page,  below the basic product information, there will be key information that will show users sustainability information so they are aware of the impact they are making.

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Amazon Green Prime Checkout

 
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Lastly, the checkout page will reinforce the information from the previous product page by summarizing the sustainability statistics and providing rewards information.

USABILITY TESTING

We conducted moderated usability testing on high-fidelity screens on zoom with 4 participants.

We gave our participants a scenario:

Imagine you are Larry and you are going to host a big party in 2 days and need to buy wine glasses. But you are too busy to drive to stores, so you shop on Amazon. 
 

We wanted to test the following:

1. Will the users find the option to upgrade to Green Prime Membership easily?

2. Are the benefits enticing enough to try Green Prime and how useful do they find the upgrade?

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Users assumed the call-to-action would take them to sign-up page rather than benefits information.

Users wanted to see clearer data points on the type of impact they are making on the checkout page.

Users were interested and wanted more information on Green Points.

USER FEEDBACK & INSIGHTS

One participant used to be a power user. She had prime at one point and used it very often, but then she went all the way to delete the account because she is not satisfied with the company’s existing sustainability measures. Amazon is already losing its customers for not being sustainable enough. And When this participant went through our testing, she mentioned: 

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This would be the only way I use Amazon. I would 100% use this.

 There was another participant who uses Amazon on a frequent basis but feels guilty about being so dependent on Amazon. She mentioned:

I don’t know how to quit Amazon. This will help ease the green mindset and reduce impulse buying regret.

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Prototype

FUTURE ROADMAP

Green Points & Gamification

Users were very intrigued about the green points and reward systems. We hope to provide more information about Green Points and improve the gamification of the point system.

Social accountability & awareness

 

Implement and test the function of Social Sharing to allow users to check in with their friends about their carbon footprint, so that they could have more accountability from friends. We also hope to add the function where the system automatically recommends to users about sustainable products that are similar to what they are looking for on the product details page and shopping cart page.

In-depth market research & feasibility study

 

As for how Green Prime can be implemented, we believe that incremental steps are the best, and we need to do more market research to specify them. Green Prime could be a beta version only available to Prime members who decide to join, but our ultimate goal can be making all Prime Green, which would significantly reduce Amazon’s packaging  

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