Enterprise Mobile Application

Overview

DORINA began an internal-use ordering app design project for European sales offices with the goal of simplifying ordering procedure and creating order management in easy and intuitive use.

The Team

Solo designer, 1 Project Manager, 1 Business Analyst, 3+ Developers and 1 Art Director

My Role

I acted as design lead from overall brand system design to UX design, all from scratch. I spearheaded collaboration as part of a multi-functional team, working with a PM, a Business Analyst, Engineers and Art Director.

Duration

Oct 2021 - Feb 2022

Background

About DORINA

DORINA is a brand designing and manufacturing women lingerie, swimwear, loungewear and sportswear. The majority sales come from selling products to European E-commerce platforms (B2B). DORINA mission is to produce, package and market our products in the most sustainable manner possible.

Problem Discovery with 5Ws

What's the problem being faced?

In order to gain a clear picture of how the primary users placed order, remote interview was conducted to gain a well-rounded understanding of the users' behaviours and motivations.

Why is there a problem?

Without digitalization, sales offices in Europe placed order by email after viewing hard copy of new season catalogue.

When is the problem occurring?

Problem occurred most frequent on one month before new collection launch.

Where is it occuring?

The complicated ordering procedure reduced efficiency and made a poor order management.

Where is affected by it?

The complicated ordering procedure reduced efficiency and made a poor order management.

How might we
help European Sales Office improve ordering process and management through the app?

Jump to Solution

Qualitative Research

How does the current order process be?

In order to gain a clear picture of how the primary users placed order, remote interview was conducted to gain a well-rounded understanding of the users' behaviours and motivations.

Style

Individual semi-structured

Type

Remote

Number

10 people interviewed

Duration

30 - 45 minutes

Based on the data from video interview, I categorized and analyzed my observation using Affinity Map, this helped me to expose pain points.

Empathize Users

Who are my users?

With the information from the interviews, Persona were created to ensure the further design decisions stayed user-centred.

How users place order through the app?

Pain Points

01 Time

Too much time wasted on manual tasks that could be automated.

02  Process

Too much back and forth email communication was needed.

03 Management

Lack of a transparent system allowed users to update order history.

Ideas to Action

Countless ideas was sketched and various possibilities was brainstormed with product team, Wireframe and low-fidelity Prototype were created to test.

What did we learn from Usability Test?

01  Function Missing

Too much time wasted on manual tasks that could be automated.

02  Process

Too much back and forth email communication was needed.

03 Management

Lack of a transparent system allowed users to update order history.

Proposed Solution

A single, organized platform

  • Platform with comprehensive product listing and ordering function.
  • A function to provide up-to-date product information.
  • Tools were included to assist ordering.

Effective ordering process

  • Providing order history to look up the detail of previous order.
  • Presented products' status to available, sale and sold out.
  • Added notification function within the application to receive order status.

Personalized search

  • Provided keywords suggestion to direct users to a page with relevant results
  • Functions like filtering and sorting in app made easier for users to find what they were looking for.
  • Searched by category according to newest in.

User-friendly

  • Easily navigate design.
  • Optimized products image size on screen.
  • Users were able to save items into wishlist.

Simple onboarding and intuitive navigation

  • A familiar & simple way of logging in.
  • Identified all of the products in to 3 main categories: Available stock, Pre-order and Eco for easy to navigate.
  • Cart icon with badge is used to let user indicate product is added in cart.

Easy to browse

  • Filtering, sorting and keywords helped users searching product efficiently.
  • Included information of product image, name, feature, article number, color, description, and materials in product detail page.
  • Wishlist and size chat functions were added to assist ordering.

Placing order efficiently

  • Received a confirmation message after placed order.
  • Available to check order history.
  • Instant notifications of any order status update.

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