Nielsen IQ Sales Data

Enabling suppliers to consume and digest sales data on RangeMe to increase ROI and engagement
Background
As a tool connecting suppliers to retail buyers, RangeMe has a fundamental problem. The supplier-to-buyer ratio is imbalanced, with a disproportionately higher number of suppliers compared to buyers. Since buyers' interests are not evenly distributed, a significant portion of suppliers expresses dissatisfaction with RangeMe's services. RangeMe had to develop strategic solutions to enhance value propositions for suppliers, fostering increased engagement. Among many discovery efforts, one hypothesis emerged with promising potential.
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disclosure
This project was deprioritized due to a sudden shift in our product strategy, which led to the decision not to proceed with development.
Duration
  • 6 Months
My Role
  • Product designer
  • Researcher
  • UI / Interaction designer
Problem
On RangeMe, the supplier experience can be isolating and disheartening. Creating profiles and adding products demands significant time and effort. Once the setup is done, there are limited actions suppliers can take, and they must wait for buyers to initiate contact. This leads to suppliers being disappointed.
To address this challenge, we aimed to provide suppliers with valuable content that can help them grow while they wait for buyer interaction. This led us to Nielsen IQ Sales data, which is already available to buyers on RangeMe. By granting suppliers access to this data, they can conduct market research within the retail industry and gain insights into their own sales data. However, this idea raised several questions that required validation.
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How might we deliver more value to suppliers by providing insightful data that will increase their engagement and satisfaction?
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Research
User Interviews
Main questions we wanted to validate were: 
  • Question 1: What data do our suppliers need to be successful in their business?
  • Question 2: How are suppliers gathering these information?
  • Question 3: How do suppliers view the data RangeMe currently provides them?
In order to find these answers and understand more about the challenges in suppliers' life, we conducted user interviews with suppliers. We wanted to hear from suppliers who already uses RangeMe and are interested in data. To recruit, we used user activity monitor tool Fullstory to find list of users who visits data page on RangeMe. From this list, we emailed 20 users who already have sales in retail space and scheduled 10 interview sessions.
Synthesizing Results
We entered interviews with a doubt in our heart, but the result was fascinating. For suppliers, market and competitive research consumed a lot of time, energy and  money that could otherwise be allocated on selling products. We used affinity map to group the findings to discover common themes and labeled with hearts for the item that appeared in multiple user interviews.
User needs
We entered interviews with a doubt in our heart, but the result was fascinating. For suppliers, market and competitive research consumed a lot of time, energy and  money that could otherwise be allocated on selling products. We grouped the findings to synthesize common insights and added lists of suppliers who are sharing the same user needs.
Design
Allowing Nielsen IQ Insight to Suppliers
A new page was created to utilize our partner, Nielsen IQ's branding which have a big influence in the retail industry. In this page, we added clear comparison between the supplier's sales performances and industry sales trend. Also product level sales performance was added to allow suppliers to understand what products are successfully selling in retailer's shelves.

We also added entry points to Sell Sheet, which is a feature to allow suppliers easily create marketing materials. By adding Nielsen IQ sales data to Sell sheet, we used it as an opportunity to educate suppliers different use cases of Nielsen IQ.
implementing a paywall for premium subscriptions
RangeMe aimed to boost premium subscription upgrades for sustainable revenue growth. Responding to stakeholders' requests, we strategically designated specific features as premium, striking the right balance between hidden and visible information for suppliers. Additionally, paywalls were tactically implemented to incentivize suppliers to upgrade, ensuring a seamless user experience while driving revenue through premium subscriptions.
Allowing More Product level insights
When suppliers are crafting data driven brand story, they should utilize any insight they can address success in their business. We wanted to provide product level Nielsen sales data in case a specific product is selling more and faster. Also, insight on promotion was added to help the suppliers understand discount or promotion has influenced the sales.

When suppliers are crafting data-driven brand narratives, leveraging every available insight is crucial to highlight the success in their businesses. In response to this need, we integrated product-level NielsenIQ sales data to identify specific products performing well. Additionally, we incorporated insights on promotions, aiding suppliers in understanding how discounts and promotional strategies influence sales dynamics.
Next Steps
  • Dev Complete & QA
    This project is design complete, but the development phase is still in progress. Upon completion of the development, we will conduct rigorous QA testing to ensure a seamless user experience.
  • research COntinued
    The first release means we can now monitor the user activity for data driven research on additional pain points and user needs.
  • Iteration
    A product is never final. If the user activity and data proves the benefit of NielsenIQ Sales data, we shall develop and improve the design to better cater the data for suppliers
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