Overview

ECMS is an international Global Supply Chain company that conducts cross-border deliveries with end-to-end solutions. The company features affordable shipping prices and developed market-relevant B2C and B2B capabilities through partnerships with some of the world’s leading eCommerce platforms.

Phase1: 1.0 Website Design Process in 6 Months

I began building the website by first creating its information architecture. To do this, I collaborated with operational team members and data analysts who regularly engage with customers or analyze customer data. Their insights helped me identify the most common user types, actions, inquiries, and pain points, which allowed me to establish the foundational structure of the website.

Key Interactions:

Ship a package
Track a package
Learn about the service
Contact us

User Types:

First-time individual shipper
Returning individual shipper (shipping or tracking)
First-time enterprise shipper
Returning enterprise shipper (shipping or tracking)

I built out a design system from the ground up to ensure consistency and scalability across customer-facing products, which strengthens brand identity and improves the user experience. This leads to faster development, reduced costs, and better cross-team collaboration.

To view details of my design thinking and building process.

Phase2: Iterating to Increase User Conversion

The Problem

Following the launch of the 1.0 website, the landing page successfully attracted a good amount of traffic; however, the “Create a Shipment” conversion rate was disappointingly low.

The Goal

Identify and resolve the factors contributing to the low “ Create a Shipment” conversation rate.

My Role

Sole Product Designer, UI Designer

Tools

Figma . Matomo . Zoom . Teams

Scope

3 Weeks. Me + US Regional Director

Key Outcomes from User Conversion Redesign Effort

6 Months after releasing the redesign and running marketing campaigns on various social media platforms, we achieved the following results:

💰 15% Increase in Shipment Revenue
📦 30% Increase in Create Shipment Conversion Rate
👥 63% More Traffic to Quote Page

How It Started

“ How might we narrow down the cause of the low conversion rate ? ”

Research

The Highest Bounce Rate Occurs On the Homepage.

To narrow down the cause of the low "Create a Shipment" conversion rate, I reviewed and analyzed the step-by-step shipment creation data funnel. I found out that the highest bounce rate of 58.80% occurs on the homepage.

This finding raised a crucial question:

Why are customers dropping out on the homepage before reaching the quote stage?

To pinpoint the cause, I conducted an in-depth analysis of the demography and homepage heat map. Based on the study, I identified two key observations:

The 'Create a Shipment' feature is the most frequently used and aligns well with our business's desired user actions.

83.5% of the homepage customer traffic is coming from China and Japan.
71 .3% of shipping labels are created for shipments from the U.S to China.

We have quantitative metrics; now it's time to gather qualitative data…

Since numbers alone don't tell the whole story, I decided to gather insights by conducting usability testing with a total 15 participants, 5 customers located in China, 5 located in Japan, and 5 located in other countries.

“ This is a lot of required information that I don't have at the preliminary stage of the shipping process. ” - Participant A

Scenario: You are looking to ship two pairs of shoes from the U.S. to China. Please show me how you would obtain a quote for your shipment.

Key findings

80% of Participants needed to outsource a US address to fill in the ‘From’ address
80% of Participants were unsure about the ‘Height’ , ‘Width’ , and ‘Length’ of the package
66.7% of Participants are not familiar with “Lb” and “ Inche” units
66.7% of Participants thought the CTA copy of ‘Create a Shipment’ was misleading

Solution- Effortlessly Obtain a Shipping Quote

Post Enhancement Designs

US Address Selections - provides warehouse addresses as references for international customers without a U.S. address to quickly obtain a shipping quote.

Unit Switching to Accommodate International Customers’ Behaviors - allows international customers to switch to units they are familiar with.

Fill in Dimensions Later - enables customers to obtain a quote range by entering only the weight, using predefined dimensions based on common shipping container sizes

Adjust CTA Copy to Avoid Disengagement of Inquiry Customer - change “create a shipment” to “continue” to set accurate expectations.

Prototype Built in Figma

Shipped Solution & Results

💰 15% Increase in Shipment Revenue
📦 30% Increase in Create Shipment Conversion Rate
👥 63% More Traffic to Quote Page

Reflection

Understanding user behavior through both quantitative and qualitative data is crucial for driving business success.
Quantitative data provides us with clear metrics and patterns of what users are doing, while qualitative data reveals the reasons behind their actions. This comprehensive approach enables us to make informed, user-centric decisions that enhance product design and user experience.