GEN OTSUBO
Asia’s largest online marketplace and auction service for heavy equipment. Targeting users in Japan, China, Thailand and Vietnam.
I led the design of the seller experience between January 2017 and October 2017. I collaborated with 6 backend engineers, a frontend engineer (vue.js), a data scientist and a project manager. I was responsible for:
I was responsible for refurbishing the inventory system. Improving the listing experience and making the system more flexible for future integrations.
Redesigning the inventory user experience had a very high business priority. Many customers reported they did not find the items they seek in stock. It was a crucial problem to be solved, for the service to be the first choice for users to look for heavy equipment.
The first action I took was to interview the operation staff. They communicate with sellers daily and use the inventory UI the most behalf of sellers. I also got an opportunity to talk with a large-scale seller to see how they use the app.
The key feedback I gained:
The original UI was designed expecting users to add all information, photos and prices at once. This works well for small-scale sellers publishing items individually, but it was not efficient for larger sellers.
Users needed to move the pages back and forth, to change photos or set prices after the listing. Repeating this for 100 items takes a long time.
I introduced modal editing UI. This allowed users to edit information all on the list page, instead of moving in between the list/detail/edit pages to update information.
The modal UI makes users feel they are always on the same page, reducing the cognitive load. This is suitable for repetitive work editing one section for all items.
I introduced modal editing UI. This allowed users to edit information all on the list page, instead of moving in between the list/detail/edit pages to update information.
Many users use this app on yards while checking parked machines, so I optimised the UI design to be used on smartphones or tablets.
On the desktop version, we allow users to add all information up directly from a CSV file, accelerating the input process.
I changed the original design into a wizard style UI, to help users focus on the current task. I reorganised the form into 3 sections: Information, Condition and Location. Users may save and close the registration process at any time, allowing them to work on operation bases.
I collaborated with engineers to autofill the manufacturer and the category using the machine model number, which reduced the information errors.
The new UI allows sellers to list items per operation type, or publish straight away just like the previous design.
Allstocker.com runs 2 platforms: The marketplace is a new system to buy and sell heavy equipment anytime. The auction site offers online tradings in a more traditional way.
I had a mission to integrate the inventory features for the marketplace and the auction site. The intentions were as follows:
Soon into the project, I realised the information for each platform does not merge nicely. The marketplace and auction items shared similar information, but also many differences. The subtly of the differences made the integration more complicated.
The easiest solution is to have different ways to add and list items for the marketplace and auction site. However, I will not achieve the seamless item flow between the services if I separate the contents.
I needed to untangle the information and find the simplest design for both users experience and constructing.
Sorting out information
I listed the input information for each service with a member of the engineering team. I then sorted them into contents that can and cannot be shared between services.
Block templates inside a card UI
I created block templates for information sorted in the previous step. I then stacked those blocks inside a card UI.
Card UI was the most suited design as it can pile up information while clearly showing the divisions between each item.
The marketplace and the auction items appear on the same list. It allows users to edit information simultaneously and quickly change between the service.
The marketplace and the auction inventory system are integrated without extra complexity in user experience.
It was my first time working in a team larger than 7 members. The differences in people's understandings and priorities are inevitable when more people are involved.
The discussions often went back and forth in the design reviews. It was not easy to explain all of my design decisions related to the subject.
I documented my design decisions and shared to the team at an early stage. It gave members time to understand my design intentions, and I could solve their concerns before the design review. I learned that sharing the design process helps the team to move in one direction.
I always thought the job as a UX designer is to offer a better experience for the users, than the current alternatives. However, I realised most users do not use new technologies, even if it is an easier and more efficient solution, especially more mature users.
Most people only use new technologies when it is essential to their life. Some applications could become necessary after the times have passed or a significant event occurred.
I started evaluating what I design by whether it is just a better alternative, or it could become something essential to people's lives.
