Dropshipping Application
FashionGo, originally a B2B wholesale company, has decided to expand its business by launching a new dropshipping application on Shopify called FashionGo Dropshipping.
My Role
As the manager of DS UI Design at NHN Global, I spearheaded the entire FashionGo Dropshipping launch, overseeing the design system, UI design, and development for both desktop and app platforms.
My key responsibilities included:
Leading the Design Team: Guiding a talented UI design team towards growth and high-quality output through regular reviews and collaborative brainstorming sessions.
Cross-functional Collaboration: Aligning with product managers, developers, and marketing teams to ensure seamless design-functionality integration and prompt issue resolution.
User-Centered Design Approach: Implementing user-centered design principles via extensive research and usability testing to refine designs and enhance user experience based on feedback.
Developing a Design System: Establishing a comprehensive design system to streamline processes, ensure platform consistency, and promote component reusability.
Post-Launch Marketing Efforts: Overseeing the design of post-launch marketing campaigns to sustain user engagement and enhance brand visibility with visually compelling materials tailored for FashionGo Dropshipping.
Objective
NHN Global has successfully operated FashionGo, a B2B wholesale e-commerce platform, since 2002. The goal of the FashionGo Dropshipping project is to expand FashionGo's business by launching a dropshipping application to extend the dropshipping experience for users of the Shopify platform. This application will connect vendors and buyers, offering a seamless dropshipping experience across various categories, not limited to the fashion industry.
Project Background
FashionGo, originally a B2B wholesale company, has decided to expand its business by launching a new dropshipping application on Shopify called FashionGo Dropshipping.
Challenge
FashionGo aims to introduce dropshipping, but a lack of awareness among vendors and retailers is resulting in missed sales opportunities.
Market Research
User Survey
What is our users' current understanding and perception of dropshipping services?
Survey results from over 2,000 FashionGo wholesale vendors and research involving more than 25 social media influencers in the dropshipping community revealed several key findings:
46% of our wholesale vendors currently use dropshipping.
78% prefer Shopify, with Wix at 5%, Square at 2.5%, and WooCommerce at 2%.
30% of vendors reported not having a satisfying experience with dropshipping.
- Delivery time to customers is perceived as too long.
- Orders are sometimes canceled due to inaccurate vendor inventory.
- There is a high return rate due to low-quality products.
- Vendors find the cost of subscription-based services to be high.
- Operating a dropshipping business from a mobile device is difficult.
Competitive Analysis
Analyzed competitors to understand their app's strengths & weaknesses, with a particular focus on their color schemes and UI styles.
Design Principles
Based on thorough research and analysis, The design principles for FashionGo Dropshipping focus on creating an intuitive user experience.
UI Consistency
In our Design Principles, I prioritize finding design solutions for Consistency. Consistency in UI design is crucial and expected. However, I've gone beyond just maintaining consistent design within the system. I've also ensured that FashionGo Dropshipping maintains a unique and distinctive identity that is distinct from the existing FashionGo Wholesale while avoiding user confusion. This approach maintains consistency and allows for the introduction of design elements that differentiate FashionGo Dropshipping as a unique service within the cohesive design framework.
Logo
Our team updated the FashionGo logo to reflect the split into two services: FashionGo Wholesale and FashionGo Dropshipping. The new logo incorporates the business types, aligning with the existing logo, to maintain consistency and highlight that both services are part of the FashionGo brand.
Typography
As for typography, using Lato for headlines and Roboto for body text will help maintain consistency in typography across the FashionGo Dropshipping platform.
Color
Through an analysis of competitors' color positioning, we identified a color spectrum for our approach. When choosing our primary color, we aimed for one that would stand out from the colors used in the current FashionGo logo. After considering various options, we decided on a blue tone. Dropshipping Blue is distinct from wholesale colors and effectively represents trust and our dropshipping services.
Design Method
To enhance usability, I aimed to apply three fundamental principles to the design approach. These principles were implemented in the interface design through three key areas: Simplify, Emphasize, and Clarify.
Design System
Through this design process, we've developed a complete design system for FashionGo Dropshipping. This system consists of reusable components built to specific standards, making it easy to create different applications. It also includes guidelines on how to use these components, their visual style, and how they should behave.
Final UI Design
We have successfully launched the FashionGo Dropshipping application on Shopify after completing all the processes. The related pages are as follows:
Conclusion and Results
Since its launch in 2022, our Shopify app has received positive ratings, currently holding an average of 3.8 stars. While opinions vary, users have consistently praised the app for its UI, noting its ease of use and intuitive navigation. Many reviews highlight the app’s well-designed layout, which effectively guides users to find what they need.
