Summary
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[Purpose]:
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There was a concern over how to improve overall UI/UX for Korean customers
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The company’s app lacked localized translation
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[Result]:
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A/B Testing turned out that automatic address feature resulted in a 20% improvement in address conversion rates
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Localized sizing contributed in decreasing relevant customer inquiries and conversion rates
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The company received the lacking points compared to other fashion ecommerces and went on for improvement
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[Contribtion & Role]:
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Researcher of delievering competitor analysis to c-levels in deciding the priorities
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Project manager of coordinating the integrating process of new UI/UX feature with tech team end to end
Automatic Address API
Situation
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The company’s app lacked localized translation
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There was a concern over how to improve overall UI/UX for Korean customers
Objectives
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Diagnosing which customer journey part to optimize UI/UX
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Persuading the stakeholders including the c-levels to accept the suggestions
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Localizing sizing information return/refund processes in accordance with local competitors
Action
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Compiled development document of the automatic address fill service and coordinated with backend team to integrate
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Planned A/B testing of with/without the automatic address api
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Analyzed domestic e-commerce sizing and proposed improved sizing options, moving away from a foreign size-centric approach.
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Compared with diverse fashion associated platforms: fashion ecommerces, global fashion ecommerce/brands and domestic fashion ecommerce
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Created a comprehensive UI/UX research analysis documents of return/refund process
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The return/refund proceeses organized in different stages
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[Before Purchase] → [After Payment] → [Shipment] → [Delivered] → [Return] → [Refund]
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Organized comparsion analysis and delivered the weakpoints in refund/return process of the company
Result
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A/B Testing turned out that automatic address API resulted in a 20% improvement in address conversion rates
•
Localized sizing contributed in decreasing relevant customer inquiries and conversion rates
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The company accepted the lacking points compared to other fashion ecommerces and went on for improvement