Mercado Libre Sync
We built a better way to maintain synchronise products between the store and one of the biggest marketplaces all of LATAM
Project details
Role
Product designer
Achievement
Have the new synchronization and design in 2 sprints.
Duration
2 sprints
Tools
Maze, Sketch & Google
Goal
Empower the customers by providing control over their catalog, enabling them to expand their business, and allowing them to monetize a percentage of the profits.
Overview
This feature enables sellers to export their online store products to MercadoLibre without repetitive data entry.
Context
The sync between Tienda Nube and Mercado Libre provides a great opportunity for entrepreneurs to expand their product presence across multiple platforms at the same time. Increased product exposure directly leads to improved sales. This concept is deeply rooted in the online marketplace. Sellers have the opportunity to connect with various social networks and sales channels. In Latin America, Mercado Libre stands out as one of the most significant and largest platforms. Many sellers have expressed interest in having their products featured on this portal. As mentioned before, greater exposure leads to reaching a larger audience.
Although Tiendnaube had a basic version of this feature, it unfortunately had many errors and we received constant complaints. However, based on thorough surveys and research, we have decided to improve this feature and fully equip ourselves to offer a superior service to our valued clients.
The problem
Most of the time the products consist of variants, different stock, and SKUs, and this information must be accurately reflected on both platforms. We strived to prevent any issues arising between the seller and the buyer. Picture purchasing the last available stock of a much-needed product, only to be informed by the seller that it's no longer available due to a synchronization error with Mercado Libre. This is precisely what we want it to avoid, yet was currently happening.
This issue was adversely impacting revenue. Tiendanube received a small percentage for every sale made, which may seem insignificant, but ultimately adds up. Clearly, on a larger scale, this represented a good potential.
The Solution
Phase 1: Research
The first thing we did was organize the team. This was made up of two engineers, a PO, and a designer (me 😀). We had this big problem to solve. A problem that, if well resolved, could be very beneficial for sellers and the company.
Understanding the merchants was crucial. We initiated a plan to learn more about the errors and problems that sellers were currently having when syncing their products between TN and ML. We decided to recruit 8 sellers from Argentina and 8 from Brazil. Of those sellers, some already sold in ML and others did not, but they wanted to start. We decided to split the users and put the ones that already are using the platform to understand current UX problems, and the others to check potential opportunities.
Meanwhile, the data science team collected quantitative information for us that helped us further understand the seriousness of the issue.
The sellers were unable to identify which items and their variants were properly synchronized due to the system's UX problems. This lack of flexibility prevented them from easily turning products on and off or completing the synchronization process. As a result, numerous issues were reported and the customer team was at the limit. Sellers want to use this feature but found it overwhelmingly difficult to use. We recognize the importance of a better UX. This feature must be effortless and more efficient
We want to understand
In numbers (quantitative)
How much time does it take for a seller to export their product to ML?
How many exports/imports do they do in a month?
How many sales do they have in Mercado Libre instead of in their store?
In quotes (qualitative)
What kind of value did the sellers find in the feature?
Number of users who were using this feature
Results
In numbers (quantitative)
On avg, it takes 1 to 3 days.
Depends on the type of seller. In avg 1 import per month
More sales in the marketplace
In quotes (qualitative)
The customers who were already using the integration found value in sharing their product in multiple places.
One-third of the customers are using the feature
Others
The customers in Argentina showed a higher level of concern regarding price synchronization compared to those in Brazil.
They were extremely unhappy in both countries due to the bugs in our system, particularly the poor synchronization. Every time they made a change to the stocks, the synchronization failed. This kind of bug could drive customers to leave the service.
Cohort for the research
8 from Argentina (4 already selling in ML) and (4 that are not). Most are ADU
8 from Brasil (4 already selling in ML) and (4 that are not). Most are ADU
Phase 3 & 4: Ideation and Testing
Findings from the usability testing
We initially used paper designs and transitioned to medium-fidelity wireframes. We meet with our clients, we thoroughly analyze the designs together. The outcomes were encouraging. The clients could easily navigate through various options and inventory, from TN and ML, and ensure synchronization on both ends.
The designs have been finalized, and we have established the flows for customers to seamlessly upload and sync their products. Our next challenge is to thoroughly map out all the flows and accurately assess the development timeline.
They didn’t use the expression Publicar for the main action, instead, they used Exportar or Sincronizar. So the copy, in this case, was very important. It’s crucial to speak the same way as our customers.
They wanted to have total control over the synchronization of their products.
Difficult to select the same product categories to export to Mercado Libre.
Challenge see how many products already are sync.
Difficult to complete the step 4 (choose: size, colors and price).
Difficult to stop the synchronization between products
We have recognized that the primary issue lies in organizing the articles and maintaining synchronization among them. To address this, our initial objective is to enhance the process of uploading, synchronizing, and editing product information.
Phase 2: Estimation
To address these issues, we have initiated the design process using pencil and paper. We are focusing on analyzing the user flows and developing efficient solutions for both mobile and desktop interfaces.
The results
Despite the challenges faced during the beta launch, it provided us with the opportunity to handpick a select group of sellers to kickstart the process. While we were still in the process of finalizing synchronization, we adeptly tackled any inconveniences that emerged throughout development, particularly about infrastructure matters.
The project obtained good results, but the problems between both parties continued and this mainly affected the clients.
Despite the good results, unfortunately, this project did not continue due to the large infrastructure costs for the company and the team. It was decided to go for a simpler solution, integrating with a third party.
