Limited Time Campaign

Background

RangeMe is an enterprise-level B2B product discovery and purchasing platform where retailers and suppliers connect and grow their businesses.

As a product designer at RangeMe, I led the redesign of the Campaign feature to enable self-serve submission management for retail buyers. I led the end-to-end process and collaborated with cross-functional stakeholders including PMs, engineers, customer support, and product marketing.

Impact

Created a new revenue stream by monetizing the buyer side
Generated $375k by securing a 1-year contract with Walmart

Duration

12 Months

My Role

Researcher
UX / UI designer

Problem

When buyers have specific needs for their retail shelves, they can utilize the RangeMe Campaign feature to announce their requirements to suppliers. It has been a crucial part of discovery and sourcing for buyers, but the user experience has stayed primitive since the initial feature launch in 2017.

With user pain points and requests growing, Campaign management relied heavily on our support team. There were lots of meetings, emails, and reports exported by our support team in order for a campaign to be successfully completed. In between all these tasks, there was always room for human error.

“

How might we enable retail buyers to self manage campaigns to allow frictionless experience and reduce OPEX?

”

Research

As newcomers to RangeMe, the Product Manager and I needed to gather more information to understand the Campaign feature and pain points.

Discovering User Types

The Campaign feature faces multiple user types. Documenting and presenting the user types was small but crucial part of the process which ensured the team was speaking the same language and communicate better with stakeholders.

Buyer: Admin

Retail buyer team who manages campaign progress and facilitates finalization with the RangeMe team.

Buyer: Individual Contributor

Retail buyer team who has the need to discover and source new products to fill their shelves.

Supplier

Suppliers submit their brands to campaigns in hopes of starting to sell their products to big box retailers.

RangeMe team

The RangeMe team assists buyers by exporting reports, finalizing the Campaign, sending out the results, and setting up the next steps for approved suppliers.

Identifying problems in the current experience

Few of the internal team interviews incorporated walking through the current Campaign experience. This helped not only the PM and I but also the stakeholders put the shoes of each of the user types. By doing so, we understood the current user journey, pain points, and areas for improvements. We pinpointed specific issues.

Interviewing Customers

Prioritization became challenging as we observed diverse patterns of feature utilization, leading to a multitude of problems. Interviewing five campaign admins from various companies unveiled similarities and differences in different use cases. This process helped us identify common issues and their urgency, aiding in discerning focus areas for enhancing the user experience.

Synthesizing insights

We organized all the pain points, feedbacks, ideas from customers and stakeholders by creating an Affinity Map.

Pain points

Affinity mapping revealed 4 main trends we prioritized for the Campaign redesign MVP.

Collaboration

Buyers need a streamlined solution to effectively track their teammates' progress of review and access final decisions on submissions.

Workflow

Current experience requires excessive clicks to view submission information, creating a cumbersome user experience.

Support Dependency

Users encounter avoidable delays in accessing campaign-related data and finalizing campaigns due to reliance on the RangeMe team. Additionally, the actions performed by the RangeMe team are subject to human errors.

Result Communication

Suppliers face frustration with unclear review updates and timelines. Moreover, occasional human errors lead to conflicting or missing results, creating ambiguity and impacting trust in the platform.

inspiration

As we prioritized the problems to focus, we researched for other digital tool that solves similar problems to gather inspirations and insights.

Monday.com

Excel

Allows users to collaborate on reviewing and managing job applications.

Allows admins to assign teammates to task while seeing their status and timeline.

Allows users to organize information in columns, rows, filters and sorts.

ideation & iteration

Flow Chart

To maintain an iterative approach, the Product Manager and I collaborated to create two flowcharts illustrating the optimal paths for buyers and suppliers. These charts were proposed and refined based on feedback from stakeholders.

Sketch

Alignment on the flow chart gave us the confidence to start ideating and sketching possible solutions. Sketch then translated to low-fi designs to be shared with stakeholders to gather feedback, including the dev team to discuss feasibility and level of efforts.

Prototype & User Testing

When we felt strong with the sketches, we developed high fidelity designs and prototype for user testings. We needed to make sure the solutions we are proposing made the users feel that we are solving their problems.

We met with 7 retail buyers and gathered their feedbacks.

Figma prototype was very helpful in gathering feedback from users

MoSCoW Prioritization

After the designs were set, the PM and I met with the Dev team again to point items in order to prioritize items for MVP of Sourcing Campaign project. Some advanced features did not make it to the MVP:

Add Column

Advanced sorting / filtering

Assigning / removing from assigning for Individual contributors

Next Steps

Continued iteration
As Sourcing Campaign being one of the pillars for RangeMe empowering enterprise buyers and suppliers, we will continue to iterate on this service. Few items we have in mind:
- Improve campaign collaboration for buyers with large team
- Continue to listen to cusomters using Sourcing Campagin
- Carefully review the data and user behavior on Heap / Fullstory
- Iteration for better UX

research COntinued
We enjoy monitoring the user activity for data driven research on additional pain points and user needs.