B2C E-COMmerce platform
Hit $1M gross sales with a frictionless ordering experience for a satellite imagery marketplace
Overview
ROLE
UX Research & Product Design
TIMELINE
Explorations to Shipped
20 Weeks
team
1 Product Designer, 1 Project Manager, 2 BE & 2 FE Devs
The Problem Space
Users can find and purchase images of any desired location captured by various satellite providers on Explore.
Problem
❓
Initially developed as an API solution for software developers and expert users in satellite industry, the legacy web app failed to evolve with the changing needs of the users.
Goals
🎯
Making it an easy to use e-commerce experience for a broader range of users, experts and non-experts alike. The web app should be intuitive and easily accessible to a diverse set of users.
The Process
The approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research & Planning
🔍
Conducted interviews with users and subject-matter experts to identify existing challenges. Tested the legacy app to identify points of friction in the user flows. Conducted a competitor analysis to understand the market trends.
Design & Prototyping
🖌️
Designed intuitive user interfaces and interactive prototypes. Iteratively refined designs based on feedback to enhance usability and visual appeal.
Implementation
🔨
Led the product's design through its entire lifecycle— including gathering requirements, user interviews, developing UI mockups, wireframes, user workflow diagrams and clickable prototypes, collaborating closely within an agile team of ~12 cross-functional professionals (Product, Data, Marketing, and Engineering)
The Design Interventions
A user-friendly web application that simplifies the process of ordering satellite imagery that emulates an e-commerce experience. Designed for both industry experts and non-experts, Explore offers a seamless experience, making accessing and purchasing satellite imagery simple and effortless.
Removing Friction
👍🏼
Identifying and removing friction in the process of finding and purchasing imagery
Progressive Disclosure
🪜
Breaking down the content into digestible portions and only keeping what is crucial to the task so that it is not overwhelming for the users
Design Heuristics
🗣️
Providing users heuristic feedback and visibility of system status to the user at the right time so that they are not confused
Improved Usability
😊
Employing UX laws and industry best practices to provide a seamless experience
Accessibility
👓
Making sure to meet the Web Content Accessibility Guidelines (WCAG 2.2) AA/AAA standards
UX Copy
🗨️
Replacing technical jargon like 'Pipeline' and 'Intervals' with words like 'Order' and 'Order Frequency' that convey some meaning to the user.
Initial Explorations
Design System
Made contributions to the design system like the date pickers, errors states, buttons, icons, typography and loading states etc.
Before vs After
Monitoring Impact
I worked with the team to define the key metrics or outcomes against which success of the project would be measured post launch. Then I tracked those metrics and user recordings post launch using tools like Posthog, Mixpanel & MS Clarity to track KPIs like Time to Checkout, Subscription Rate, Checkout Funnel Dropoffs, Support Tickets etc.
Watching user session replays helped identify points of friction and areas of improvement. I shared the insights with the team to plan ways to improve the user experience through design intervention.
Learnings from First Iteration
Problem: While digging into the data we discovered that any new data types were not getting sold even weeks after being added to the platform.
Hypothesis: The new data types were only available for specific date ranges that users were unlikely to search for. Additionally, users were not aware that these new data types had been added to the platform, as they were mixed in with existing data types.
Second Iteration
Improvements: The different data types were surfaced at the outset to make the user aware of the different options available. The date ranges would be automatically synced to show the best results.
Impact: Users could easily discover new data types and new data types added to the platform were getting sold within hours after being added to the platform.
Mobile Experience
Translating the core imagery purchase flow for mobiles
I translated the core imagery purchase flow into a mobile-friendly experience while leveraging AI design tools like Figma Make for prototyping.
