01
Context
Fetchy is an online platform used to manage, order and track delivering logistics. It allows its e-commerce businesses to manage multiple orders from different couriers at the same time from one place.
How does it work?
The user connects his e-commerce account such as Wix, Shopify, Etsy etc. to Fetchy’s system. Each order being placed on the online shop will automatically appear in Fetchy’s dashboard.
The user can then fill in the shipping details, create a label, order a pickup and manage the logistics.
02
The problem
Fetchy has a problem with its CONVERSION process.
- Most of the user traffic comes from mobile devices through social media ads.
- The home page on mobile is not generating enough sign-ins.
- When signing in, the user lands in an empty-state dashboard. The user is not sure what he needs to do.
- The dashboard on the mobile is responsive. The dashboard is too complex to use on mobile.
- The users abandon the dashboard without placing an order. There is a problem with the FUNNEL.
- Fetchy’s income is based on commission from the courier companies on each delivery the users make. RETENTION is the key to business success.
03
Users
Fetchy’s users are e-commerce and online shop businesses. The user target group is divided in two categories:
Infrequent users
1-300
Orders a month
1-2
Employees
S-M
Businesses
Needs:
- Simple and efficient management tool
- Tracking orders on the go
Frequent users
+300
Orders a month
2-4
Employees
L
Businesses
Needs:
- Advanced management features
- Automated forms
04
User Journey
05
Research
HotJar - Funnel charts, Heat maps and Screen videos
06
Insights
Home Page
- The home page does not generate enough new users.
- It does not communicate the added value of the product clearly (e-commerce integration).
- It doesn’t have effective CTA.
- It has long texts.
Dashboard
- First-time users enter the dashboard in an empty-state. It doesn’t motivate them to make shipping.
- There is no hierarchies between the elements.
Onboarding
- The onboarding doesn’t include the integration process. Users miss the opportunity to do so, which affects the empty-state dashboard later on.
Mobile
- The onboarding process is not working on mobile.
- The dashboard is not adapted to mobile. Many users fail to use it and drop-off.
Conversion
- Only 20% of the users signed in make shipping. Most of the user's drop-off on the Dashboard page and the shipping page.
07
Sketches
08
Results
