Yecid Sanmartin - Senior Product Designer

Volusion V2 Dashboard

On-boarding new e-commerce founders to their online store and guiding them through the setup process.

Timeline: Jan 2018 – Nov 2018

Role: Senior Product Designer

Team: 1 Product Manager, 1 Product Designer (me), 4 Frontend Devs, 2 Backend Devs. 1 of 3 product teams.

The Product

Volusion is a online e-commerce store builder providing powerful tools for business owners to start selling online quickly and securely. With responsive themes and a comprehensive site builder, anyone can create a unique store — without code — in minutes.

The Problem

New users struggled to navigate the steps required to get their store live and ready to take orders. Navigating the complexity of uploading inventory, designing a store front, setting up payment processing, and shipping rules was left for users to figure out on their own. This led to higher canceled trials instead of trial to paid plan conversions. The problem wasn't that completing those tasks were difficult, the problem was many storeowners were new to e-commerce and didn't know everything required to sell online. Our solution merged a step by step wizard concept with a wiki guide to selling online. By creating a step by step guided experience that users could reference at any point in the UI we were able to optimize users first time experience, increase customer satisfaction and ultimately paid trial conversions.

Process Toolkit
  • • Competitive Market Research
  • • User Research & Testing
  • • User Journey & Flow mapping
  • • Lofi Wireframing
  • • Prototyping
  • • Hi-fidelity designs
  • • Front End Development 
  • • A/B Testing
  • • Visual QA
  • • Performance Tracking