Privalia by Veepee
MULTISECTORIAL ONLINE OUTLET
Privalia is a leading B2B & B2C multisectorial outlet, offering daily sales of products from top brands at exceptional prices, one of the startups with more history in Spain.
Recently acquired by the French retailer group Veepee.
TIMELINE
Aug 2019 - May 2021
MY ROLE
Product Designer
UX Researcher
UX/UI Designer
TOOLS
Figma
Hotjar
JIRA/Confluence
Lookback
Invision
Context
In order to ensure the future profitability and growth of the company, simplifying and aligning the way all regions of the group work, the company decide to convergence the two brands (Privalia + Veepee) in one single platform in the first quarter of 2021.
Pain Points
Users are accustomed to certain functionalities and the usability and interaction of the current platform and with the change we could cause friction in their experience and risk of conversion rate and revenue.
In addition to encountering various technical difficulties and alignments between cross-functional teams at the international level.
Challenge & Goals
To achieve the migration of more than 34 million active users, from one technological platform to another with presence in two countries.
Minimum impact on Privalia’s Customers Experience.
My role:
I led the interface design decisions to efficiently unify and improve the user experience to make it work for both brands.
Creating or shaping features with the main stakeholders and business team, to meet the needs that recurring users may have when migrating to a new platform.
How we got there
We made a heuristic development of the features and processes, as well as the communication with the purpose of making the end user of Privalia and the collaborative brands not feel negatively impacted and minimise the possible friction between the original platform experience and the Veepee technology.
Detecting what behaviour we could unify at the component level to create a functional Design System for both brands.
To support the design in different types of technologies, since different types of servers are used at the front and database level
Beta testing
Part of the process has been to create a Beta Testing with more than 1000 employees, to make sure that we had covered all the functionalities and processes for the real users in the January 2021 migration.
Main Tasks
Follow up with beta testers
Manage feedbacks
Real time user testing with Lookback & Hotjar
Reporting issues and bugs to the POs and teams involved
Priorization of the bugs
Monitorization of tracking tools
Reflections on UX/UI
💡 Key insights and learnings
Technical instability impacts the experience and the testing course.
Testers notice incomplete functionalities.
Copy matters, and affects the whole experience.
Technical problems are mostly due to inconsistencies between systems regarding the orders details, dates and shipping addresses.
Some unneeded modals messages produced friction and confusion
Convergence
To achieve convergence in terms of UX, UI and Branding of two complementarily autonomous brands, different actions had to be carried out at the digital product level.
The main points to take into account were the following:
Review user journeys and touch points and coordinate with cross-functional teams where there was an impact and how to execute changes.
Design system agreements: adapt the design system so that the components were compatible for both Skins and their requirements.
Align the definitions of assets and tokens such as accent colors, icons, typographies, text styles.
Support to Branding and CRM teams to redefine transactional communications, emails, images, banners, etc.
Work closely with the technical team to minimize any risk and loss of user data.
Log and manage bugs and follow up with stakeholders to find solutions.
Mockups
I worked on create a bunch of guidance mockups with the skin of Privalia on the new UX screens from Veepee in order to facilite the work for development teams.
Design System adaptation
A single design system that supports the use of 2 or more skins. Adaptable, flexible, scalable.
Let's converge!
Final Result
Here, I present some of the project's final outcomes post-migration, providing an authentic glimpse of the end product's appearance and functionality.
Home Page
Product Listing
My Account Section
What we achieve
To have more than 90% of the new platform ready and tested
Improvements in the UX for both brands
More than 90% of the features covered
Unification of component libraries and repositories to lighten the maintenance of styles for each market
More than 70% of real Privalia users accepted for data migration in January 2021
Integration of more than 90% of external systems
🔬 Retrospective
Today (2023), Privalia-Veepee remains one of the most active and profitable marketplaces in the European market. It was a very intense and extremely collaborative project. Many people were involved to achieve the results.
We learned much more than we thought we would at the beginning and the satisfaction was very great.
So, what went well?
Working collaboratively with multidisciplinary teams.
A lot of learning on how to carry out projects in different markets, international laws, comply with specific requirements.
That's nice, but what needs improvement?
Have more scalable thinking from the beginning, digital products are dynamic and iterate constantly.
Communication and alignment between teams, when there is a lot going on, can be difficult and you have to work very hard to get satisfactory results.