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
Deliver Impact
Designed and Implemented a Seamless Service Framework and Journey for the HomePro Marketplace
Strategy
Launching a new marketplace is never just about building a platform—it's about designing a seamless ecosystem that bridges business goals, user needs, and operational realities. From the sales phase, I took the lead in defining the project’s foundation, introducing a strategic framework to validate assumptions and uncover limitations across the entire customer journey and business model. Through in-depth discovery sessions, stakeholder alignment workshops, and hands-on research and delivery solution
Management & Leadership
I led the design team in crafting user-centered journey experiences by combining strategic vision with design expertise. As Design Manager, I:
Built Client Partnerships: Aligned project goals with business outcomes to deliver impactful solutions.
Led High-Performing Teams: Fostered collaboration and innovation to deliver transformative user journeys.
Oversaw Projects Strategically: Managed timelines, resources, and risks while ensuring seamless stakeholder alignment.
Drove the Design Process: Led user research, journey mapping, and implementation to address user pain points and business challenges.
My leadership delivered a scalable journey framework for the HomePro Marketplace, optimizing customer experiences and driving measurable business value.
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.
Competitor Research: Finding Gaps and Opportunities
Process:
We analyzed key competitors like Shopee, NocNoc, and Home Depot to identify gaps in buyer and seller experiences and uncover opportunities for differentiation.
Key Findings:
Buyers: Lacked advanced search options, personalized features (e.g., wishlists), and seamless delivery integrations.
Sellers: Needed tools for business insights, shop customization, and streamlined onboarding.
Achievements:
Opportunities: Proposed wishlist features, advanced delivery options, and seller tools like analytics and campaign management.
Solutions: Developed a roadmap prioritizing seamless, scalable solutions to boost engagement and market differentiation.
This research laid the foundation for creating a standout marketplace tailored to user and business needs.
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.
Solution : Seamless Marketplace Journey for HomePro
We designed a user-centric marketplace journey for buyers, sellers, and admins, focusing on delivering a seamless and scalable experience ready for development.
Process:
Journey Mapping: Mapped buyer, seller, and admin journeys to identify key touchpoints and opportunities.
User Validation: Conducted workshops and interviews to address pain points and refine solutions.
Technical Alignment: Collaborated with tech teams to ensure feasibility and scalability.
Key Findings:
Buyers: Enhanced convenience with wishlists, product comparisons, and scheduled delivery options.
Sellers: Simplified onboarding, shop setup, and performance tracking tools.
Admins: Streamlined management with real-time analytics and campaign oversight tools.
Achievements:
Delivered a user-centric marketplace design balancing business goals with user needs.
Created an integrated experience for all stakeholders, from first-time buyers to experienced sellers and platform administrators.
Established a ready-to-develop blueprint, ensuring scalability and efficiency for HomePro’s marketplace expansion.
This solution empowers HomePro to stand out in a competitive market by prioritizing user experiences and business growth through an optimized and seamless journey.
Want to learn more? Contact me to explore opportunities