Zarinkala
Case Study, Product Design
ZarinKala.com - Digital Hardware Store
As technology continues to rapidly advance, the demand for hardware products is also growing.
However, with big players in the market, it could be challenging for businesses to stand out.
However, ZarinKala partnered with our team to dive into the market by improving the user experience of customers,
This is where we found low satisfaction rates in the Iranian market.
Role
Product Designer
Date:
Mar - Aug, 2022 (6 months)
Main Tools:
Figma, Figjam
Categories:
Website, Application (Under different brand), Admin Panel
Teck Stack
Market Research, User flow, Competitive Analysis, Visual Design, Prototyping, Responsive design, Interaction design, Scrum, Typography.
Project Background
Our client, a hardware store located in Shiraz,
sought to expand their business nationally by developing an online store for its products.
To achieve this goal, they asked our team to design and develop the platform while filling the market gaps.
We conducted a thorough analysis of the market and its competitors to identify areas for improvement.
In this case study, we will explore some of the challenges we faced in improving the user experience for customers in this highly competitive industry,
focusing on one of the biggest market players.
This Project contained 3 platforms:
Challenge
We are facing a highly competitive market who sells digital hardware in the country,
but we found serious gaps in the market where we could find the opportunity to compete and capture revenue from it based on the result of our
research team.
Market Research
In order to start the design,
I researched the market to find data on User satisfactions rate,
Price, Users behavior's, sale reports, and .... of market competitors and the result was interesting
(I share a summary of our research and mostly focus on big market player).
The research surprisingly showed our team:
I would like to discuss some of our results upon these issues and how we tried to fill the gaps:
1 - A low rate of user experience satisfaction
As the biggest player claims to have conquered 90% of the Iran market size,
We found over the last 2 years their satisfaction rate dropped by 73% on social media and a growing number
of negative comments on Twitter and LinkedIn showed a major dropdown of their market size.
Here is a report on ( DigiKala ) droped users:
https://www.Irna.ir/digikala-73percent-drop-satisfaction
Although, this competitor is also the only one in the country that has a
dedicated delivery system but lost its way to deliver customers' products at scheduled delivery time and sometimes it delivered broken or used items to users.
These kinds of problems made people start campaigns against the brand for their poor experience and the brand monopoly.
This issue opened a grand opening for new brands such as ZarinKala.com to enter the market for gaining users,
building trust, and showcase new ideas into the market.
2 - Poor Customer Service
As online shopping became essential in the Iran market after the coronavirus breakdown.
Besides this major player ( Digikala ) poor customer service,
As extensive research, We found out that poor service is also happening in other parties,
and the delivery of products is getting affected too much and one of its reasons was due to some shops reselling the products of their partners,
At first, this might seem ok, but on second look we found out that there are too many problems in orders,
Problems like:
Raising up prices after payment
Not receiving products in weeks and months
At Zarinkala.com we fixed this issue by only posting available products and setting strict rules inside the admin panel to manage product availability
in order to prevent customer dissatisfaction and build trust with users.
3 - High prices at major competitors
We have compared the product prices in both local and online markets. The result showed us
that major players are tagging the price at a higher rate.
Due to ZarinKala.com strategic location and the discussion we
had with the employer, they got aware of the issue and told us that they can offer competitive prices for most of their items
4 - Lack of comments in All competitors except one ( Digikala )
When it comes to buy digital hardware online you are going to tear the internet apart
to find the one suits you the best, But unfortunately most of competitors get low comment conversion rate, and it mostly because they
(Digikala) were the first online store within the country (Like amazon)and it has kind of become a major reference for people.
On the other hand, Our interviews showed a majority of people use it as reference only and buy the product at other stores
After a long talk with the developers and employer, They decided to use amazon (Online store)
comment API and regenerate it under-credited copyright with a Persian automatics translation.
Design decisions
Based on the contract with the employer this platform was divided into 3 products:
Collabration with developers
As the project required pixel-perfect design and involved a sensitive client,
I collaborated closely with the front-end developer to ensure that the product met the client's expectations and satisfaction.
Design Walkthrough
A summary of the designed pages for the project: