Description
Homepro, Thailand’s the biggest leading home improvement center since 1995, sought to extend its brand beyond physical stores. The Homepro Marketplace project aimed to leverage the existing website's success and transform it into a full-fledged online marketplace, bringing Homepro directly into customers' homes.
Country : Thailand
Client
Homepro
Roles
Design Manger
Team
5 UX/UI Designer
Timeline
2.5 Months
Deliverable
Dicovery&Research, Product strategy, Service design and exprerience design
Understand : Setting the Foundation for HomePro Marketplace
Understand: Setting the Foundation for HomePro Marketplace
In the initial phase, I focused on aligning HomePro stakeholders with project objectives and the commercial vision for their new marketplace. Through collaborative workshops, we clarified the business model, identified key buyer and seller personas, and prioritized their goals and pain points. By conducting competitor analysis and mapping user journeys, we uncovered critical insights into the market landscape and customer needs. This thorough discovery process set the stage for designing a seamless and scalable service framework that bridged user expectations with business objectives.
Driving HomePro’s Marketplace Vision
Process:
Collaborated with stakeholders to define goals and align HomePro’s vision for creating a standout marketplace.
Key Findings:
Establish HomePro as the #1 omnichannel home improvement retailer.
Expand online offerings and reach broader audiences with seamless buyer, seller, and admin journeys.
Empower sellers with efficient tools while maintaining customer trust through quality and transparency.
Achievements:
Identified key opportunities to differentiate through user-centric features and scalable solutions.
Built a strategic roadmap to deliver a seamless experience and competitive marketplace edge.
Conducting interviews with multiple user groups (buyers, sellers, admins) within a tight timeframe.
Process:
We conducted in-depth interviews with 17 buyers and 8 sellers to understand their behaviors, goals, pain points, and expectations while interacting with HomePro’s marketplace. These insights were critical for validating concepts, refining journeys, and identifying opportunities for improvement.
Key Findings:
Buyers:
Value seamless navigation, personalized recommendations, and transparent pricing.
Prefer platforms with detailed product information, reviews with images, and flexible delivery options.
Are motivated by promotions but frustrated by unclear or inapplicable discounts.
Sellers:
Need efficient tools for inventory, orders, and marketing management.
Seek real-time business insights and support for campaign optimization.
Are frustrated by long registration processes and manual workflows.
Encouraging Stakeholder Collaboration for Impactful Solutions
Process:
We restructured the workshop to actively involve all stakeholders in brainstorming solutions for the marketplace direction. By emphasizing alignment on the "why" behind proposed solutions, we created a goal-oriented, engaging environment that encouraged participation and collaboration.
Key Findings:
Direction A: Buyers appreciated the simplicity of a one-stop service, while sellers found value in streamlined operations. However, concerns were raised about the lack of variety in product offerings and offline store support.
Direction B: Buyers valued marketplace-style variety and flexible product selection, but sellers highlighted challenges in adapting to a marketplace model and managing increased competition.
Achievement:
The workshop successfully aligned stakeholders around key insights and ideas gathered during research. By fostering collaboration, we identified actionable opportunities, such as enhancing the buyer experience through variety and one-stop service while addressing seller concerns with tailored tools and support. This approach laid the foundation for impactful, research-driven marketplace solutions.
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