eTAIL
eTAIL
Marketplace service company,
helping brands with their online growth.
(Previously named Diatly)
Marketplace service company,
helping brands with their online growth.
(Previously named Diatly)
ROLES
Designer
Part-time PO
Front-End Integrator
ROLES
Designer, Part-time PO and Front-End Integrator
TEAM
1 CTO (France)
1 PO (France)
10 developpers (India)
TEAM
1 CTO(France), 1 PO (France) & 10 developpers (India)
TEAM
1 CTO (France)
1 PO (France)
10 developpers (India)
STACK
Figma/Sketch
AngularJS & Bootstrap
.Net
STACK
Figma/Sketch, AngularJS & Bootstrap, .Net
STACK
Figma/Sketch
AngularJS & Bootstrap
.Net
Selling on marketplace is hard
Selling on marketplace is hard
The biggest difficulty for brands is the growing number of marketplaces and their individual systems (the biggest and oldest marketplaces usually implement their own).
The biggest difficulty for brands is the growing number of marketplaces and their individual systems (the biggest and oldest marketplaces usually implement their own).
Third parties like eTAIL saw this opportunity to help brands distribute their products online by providing tools and services to help them grow on this complex marketplace ecosystem.
Third parties like eTAIL saw this opportunity to help brands distribute their products online by providing tools and services to help them grow on this complex marketplace ecosystem.
Users from 3 sides
Users from 3 sides
Providing tools and services for a company like eTAIL means dealing with 3 types of users:
internal users (account managers, sales, accounting, support)
brand users (direct clients)
marketplace users (partners/clients)
Providing tools and services for a company like eTAIL means dealing with 3 types of users:
internal users (account managers, sales, accounting, support)
brand users (direct clients)
marketplace users (partners/clients)
Each of them had access to a specific interface with dedicated features and tools.
Each of them had access to a specific interface with dedicated features and tools.
Having such a wide range of users means a lot of adaptation during the phases of discovery and delivery. Information was gathered in different ways:
Having such a wide range of users means a lot of adaptation during the phases of discovery and delivery. Information was gathered in different ways:
By collecting data from tools and the database.
As the company services involve products and feeds, we could see what was done by the users and how. By analysing these actions, we had a first idea of their experience.
By getting feedback directly from the brands.
Communicating and developing a relationship with the brands was an essential part of the experience we were providing. We were open for exchanges by phone, mail, messages or through the interface and welcomed contact at any time, for any feedback or question.By testing and iterating, again and again.
The key to our success was the fact we were delivered good products that met the expectations of the clients. Brands were willing to test new features and provide feedback. This preliminary user testing allowed us to improve the tools and user experience before releasing them to all clients.
By collecting data from tools and the database.
As the company services involve products and feeds, we could see what was done by the users and how. By analysing these actions, we had a first idea of their experience.
By getting feedback directly from the brands.
Communicating and developing a relationship with the brands was an essential part of the experience we were providing. We were open for exchanges by phone, mail, messages or through the interface and welcomed contact at any time, for any feedback or question.By testing and iterating, again and again.
The key to our success was the fact we were delivered good products that met the expectations of the clients. Brands were willing to test new features and provide feedback. This preliminary user testing allowed us to improve the tools and user experience before releasing them to all clients.
Working with the internal team
Working with the internal team
Daily operations are run by a team of account managers, daily checking the feeds and the reports of their brands:
To insure everything is running smoothly
To highlight any issues as soon as they occur
For the team to work efficiently, we had to implement a range of tools with specific features to help them in their routine work, but also open enough to let them adapt to some exceptional situations.
Daily operations are run by a team of account managers, daily checking the feeds and the reports of their brands:
To insure everything is running smoothly
To highlight any issues as soon as they occur
For the team to work efficiently, we had to implement a range of tools with specific features to help them in their routine work, but also open enough to let them adapt to some exceptional situations.
EXAMPLE OF a FEATURE
Alert on blocked orders
Alert on blocked orders
When an order is placed on a marketplace, it is sent to the brand via a funnel with several steps. The order may be stuck in any of these steps. In this case, the brand will not be able to ship the order correctly, or at all.
Even a seemingly small error by the buyer can create an issue (e.g. an impossible post-code, but yet accepted by the marketplace interface).
One of our major pain points was that the brands were noticing problems with their orders before we were, which is not a good client experience.
We visualized the complete funnel with the support team and the developpers, and designed a solution where the team is pro-active and can resolve any issue without the brand even noticing.
We had several key points:
We had several key points:
Display the blocked orders by time, the oldest ones are the most important
Display the blocked orders by time, the oldest ones are the most important
Add shortcut to quickly fix the issue: most of the time, the problem can be solved in under 2 minutes if the support agent has the ability to edit the information
Add shortcut to quickly fix the issue: most of the time, the problem can be solved in under 2 minutes if the support agent has the ability to edit the information
Identify and automate the issues that are occurring often and that can be fixed by updating our systems
Identify and automate the issues that are occurring often and that can be fixed by updating our systems
After deployment :
After deployment :
The number of orders blocked more than 24 hours dropped by more than 90%
The number of orders blocked more than 24 hours dropped by more than 90%
The team became proactive and could resolve the issue or alert brands to find the best solution quickly, with minimum disruption for the buyers
The team became proactive and could resolve the issue or alert brands to find the best solution quickly, with minimum disruption for the buyers
Jeremy Neveu
designer