Marketplace Across Boohoo Brands
The Project
The goal of this project was to integrate a marketplace feature into the Boohoo, BoohooMAN, and Karen Millen websites. Marketplace would allow users to purchase products from various fashion and beauty outlets. Key pages requiring user journey consideration included the Product Listing Page (PLP), Product Description Page (PDP), the cart/bag, and the entire checkout process. Additionally, user journeys for returns needed to be tailored to each vendor’s specific guidelines, accommodating both account holders and guest users.
Challenges
Ensuring a seamless user experience across three distinct brands with different target audiences.
Creating a cohesive yet flexible design system to accommodate vendor-specific return processes.
Balancing user needs with stakeholder expectations and technical feasibility.
Aligning marketplace integration with existing design patterns while maintaining brand consistency.
Process
Ideation Workshops
Conducted workshops with cross-functional teams, including stakeholders, designers, and developers, to align on project goals, challenges, and potential solutions.
Explored user pain points and opportunities for improvement in existing user flows.
Competitor Analysis
Analysed marketplace implementations on competing platforms to gather insights and best practices.
Focused on PLP and PDP structures, checkout flows, and returns processes to identify key design elements and areas for differentiation.
Design Phase
Low-Fidelity Designs: Sketched initial concepts and wireframes for user flows, focusing on usability and information hierarchy.
High-Fidelity Designs: Developed pixel-perfect mockups that adhered to each brand’s design language, ensuring a cohesive and visually appealing user experience.
Stakeholder Feedback and Iteration
Presented designs to key stakeholders in regular review sessions to gather feedback and refine the designs.
Iterated on designs based on feedback to address concerns and align with business objectives.
Development Handover
Created detailed design documentation and interactive prototypes to support the development team.
Led run-through demo sessions to ensure developers fully understood the design intent and user flows.
Key Features
Product Listing Page (PLP)
Implemented filters and sorting options tailored to marketplace products.
Added visual indicators for vendor-specific items to help users easily identify marketplace products.
Product Description Page (PDP)
Enhanced product details with vendor-specific information, such as shipping and returns policies.
Included cross-sell and up-sell opportunities for related products from different vendors.
Cart/Bag and Checkout Process
Optimised the cart layout to handle multi-vendor items with clear breakdowns of shipping costs and delivery times.
Streamlined the checkout process to minimise friction, providing vendor-specific checkout steps where necessary.
Returns Journey
Designed distinct return flows for account holders and guest users, tailored to each vendor’s guidelines.
Included clear instructions and progress tracking for each return request to enhance user confidence.
Results
Enhanced user satisfaction with a seamless and intuitive marketplace experience.
Improved conversion rates by simplifying the checkout and returns processes.
Positive feedback from stakeholders and users on the clarity and usability of the new marketplace design.
My Contributions
Led ideation workshops to gather and synthesise ideas.
Conducted competitor analysis to inform design decisions.
Created both low-fidelity and high-fidelity designs, ensuring alignment with brand guidelines.
Facilitated design handovers by leading demo sessions with the development team to ensure smooth implementation.
Conclusion
This project successfully integrated a marketplace feature into three distinct brand websites, enhancing the shopping experience for users. By focusing on user-centred design and collaborating closely with stakeholders and developers, we delivered a solution that balanced business goals with user needs. The final result was a scalable marketplace platform that drove engagement and increased customer satisfaction.