[Brand]
KEF
[Project goals]
Help E-commerce Operations Teams to unify and optimise the workflows across 17 sites, from routine content updates to synchronised product launch campaigns, ensuring agility and coherence in KEF’s digital strategy.
[My scope of work]
User interview
Conduct interview sessions with users to understand user scenarios and struggles.
Design system
Given that the business strategy may shift over time, a design system is required for scalability.
Wire-framing & prototyping
Visualise user flows to validate the design with stakeholders and align with cross-functional teams.
Usability testing
Identify issues in the early stage and increase fidelity based on the testing results.
① Background
As the company’s global footprint and product portfolio expanded, scalability challenges emerged.
Managing the e-commerce platform became increasingly complex, demanding excessive manual effort and labor-intensive processes that hindered operational efficiency. The duration of training sessions kept increasing.
Eventually, the company decided to revamp the platform, by improving as-is user experience and adding new features including mass update, role-based access control, and task scheduling.
② User research
In the early stage of this project, I conducted interview sessions with staff from different regional offices.
Common pain points
>50% users reported they felt frustrated looking at complex and clunky tables.
>70% mistakes happened when users were multi-tasking over various sites or languages.
Those who work offshore manually calculated time difference when launching a new product that shall be updated at specific time.
To understand their day-to-day use-cases and struggles, the interviews were designed to be semi-structured, including a task for participants to demonstrate how they use the legacy tool to perform their daily job.Before designing each feature, I conducted a thorough audit of the existing user flows to diagnose potential risks and gaps for improvement.
③ Final design
[Role management] “As an admin, I want to define and customise roles and permissions for different types of users.”
All user activities are thoroughly logged within the system. The access control and activity logging prevent unauthorised modifications and help consolidate efficient collaboration and productivity across departments.
[Leads generation] “As a content coordinator, I want to be able to retrieve history versions of the past 2 months.”
The new CMS paltform includes an auto-save feature that preserves a version history for each update, enabling easy restoration of previous edits. Additionally, the system requires users to input additional confirmatory information when irreversible actions are attempted, helping ensure critical operations are executed deliberately and cautiously.
[Schedule publish] “As a content coordinator, I want to schedule new content publish in advance to at most 1 month.”
To streamline the workflow, it allows users to schedule page publications for specific dates and times, facilitatiing efficient work even when users are operating from different time zones.
④ Impact