Mobile-first redesign to exemplify Nutmeg’s new company vision and product line

Mobile-first redesign to exemplify Nutmeg’s new company vision and product line

Nutmeg (formerly NetSymm) serves a diverse clientele, each with unique needs. I delved deep to comprehend these audiences and their requirements across various digital touchpoints.

Timeline

5 MONTHS (July- November 2023)

Product Info

Nutmeg: a cloud-based B2B platform that automates the purchasing processes

Background

Increasing complaints about Nutmeg site organization for suppliers, buyers, and salespeople hindered understanding Nutmeg's value and accessing crucial information for conversions. This challenge was poised to worsen with the launch of Nutmeg's latest Marketplace solution.

How is this impacting the business?

  • Sales had lost million dollar revenue opportunities as customers found the platform look outdated and less visually appealing compared to competitors.

  • Messaging was unclear and it was time consuming for customers to locate the pages the were most relevant to them

  • There was a need to validate potential buyers and commission fees charged on sales

We devised a Strategic reorganization to simplify and streamline the user experience, highlight essential features to our target audiences, and exemplify Nutmeg’s evolution as a company with new product offerings.

Goals

  • Restructure and improve information architecture to nurture leads

  • Reduce number of customer complaints to support team

  • Raise awareness of Marketplace launch and increase average purchase orders

  • Increase conversions for all solutions and number of downloads for Buyer and Salesperson apps

USERS

Nutmeg’s target customers are small to medium-sized businesses in the food and beverage industry.

Buyers, suppliers, and salespeople have targeted solutions such as, Sales Automation, Procurement Automation, Collaboration Portal, and Marketplace (new).

RESEARCH

Looking inward and out to uncover what we can improve

On a limited time frame, I conducted stakeholder interviews with business owners and Sales director as well analyzed user interview archives to quickly get up to speed with the product space, business and user needs.

What were the most common pain points by buyers?

No. 1 Difficulty navigating & finding products

Difficulty navigating & finding products

77%

No. 2 Insufficient solutions information

Insufficient solutions information

45%

No. 3 No transparency on product information

No transparency on product info

30%

To inform how we tackle our strategic reorganization, I conducted a heuristic audit and a competitive analysis on our direct competitors in the food and beverage B2B e-commerce sector,

Snippet of Marketplace audit

QA: Banner does not appear on the site
Img has a CTA button
Sign In CTA inconsistent throughout page

Grouping & Recognition: Products are split with some as headings here and the rest hyperlinked underneath Shop by Category

Content overload
Accessibility: low contrast ratio
Higher line height needed to improve readability

Match & consistency: not accurate product imagery to what is sold
Only links and not the image container is clickable

Insights revealed where Nutmeg was lacking and opportunities to promote both integrated and standalone solutions to their target users. I found Nutmeg could greatly aid user needs and at the same time offload burden by:

  • synergizing the Marketplace with procurement and order solutions

  • creating separate pages and content for suppliers and buyers

  • Introducing features and plans & surfacing hidden case studies and testimonials,

  • incorporate customized CTAs as well mobile apps to go with each solution

Many of explorations thus focused on what information would be useful to see for users and how can organize content.

How might we effectively crafting Clear Plans for Diverse Offerings

Displaying distinct retail plans and a consolidated option posed a unique challenge compared to standard product tiers. I experimented with different layouts. Based on eye-tracking studies, I strategically positioned the consolidated plan on the left, where users focus first. Prioritizing ease of comparison without relying on color distinctions, I opted for three separate columns.

Setup:

Monthly:

POS + Order Automation

Integrated Solution for businesses who need the full package

$1799/lane

$179/lane

Order Automation

For businesses who need retail order automation

$1399/ lane

$89/ lane

POS

For businesses who need an update to their existing POS

$799/ lane

$89/ lane

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

24/7 Email Support

Order Automation

Automated order creation

API Access

Upload daily Sales

Purchase Order management

POS

Feature Rich POS System

Remote Cloud Management

Scheduled Reporting Emails

Kitchen Display

Customer Display

Multi Location Ready

Offline Support

AI Marketing

POS + Order Automation

Integrated Solution for businesses who need the full package

$179

per lane/month

+ one-time set up fee $1799

POS

For businesses who need an update to their existing POS

$89

per lane/month

+ one-time set up fee $799

Order Automation

For businesses who need retail order automation

$89

per lane/month

+ one-time set up fee $1399

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

27/7 Email Support

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

27/7 Email Support

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

27/7 Email Support

POS

Feature Rich POS System

Remote Cloud Management

Scheduled Reporting Emails

Kitchen Display

Customer Display

Multi Location Ready

Offline Support

AI Marketing

Feature Rich POS System

Remote Cloud Management

Scheduled Reporting Emails

Kitchen Display

Customer Display

Multi Location Ready

Offline Support

AI Marketing

Order Automation

Automated Order creation

API Access

Upload Daily Sales

Purchase Order Management

Automated Order creation

API Access

Upload Daily Sales

Purchase Order Management

POS + Order Automation

Integrated Solution for businesses who need the full package

$179

per lane/month

+ one-time set up fee $1799

Includes:

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

27/7 Email Support

Order Automation

Automated Order creation

API Access

Upload Daily sales

Purchase Order management

POS

Feature Rich POS System

Remote Cloud Management

Scheduled Reporting Emails

Kitchen Display

Customer Display

Multi Location Ready

Offline Support

AI Marketing

POS

For businesses who need an update to their existing POS

$89

per lane/month

+ one-time set up fee $1399

Includes:

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

27/7 Email Support

POS

Feature Rich POS System

Remote Cloud Management

Scheduled Reporting Emails

Kitchen Display

Customer Display

Multi Location Ready

Offline Support

AI Marketing

Order Automation

For businesses who need retail order automation

$89

per lane/month

+ one-time set up fee $799

Includes:

Unlimited Products & Orders

Inventory Management

Advanced Reporting Intelligence

Advanced Inventory Reporting

Coupons & Sales

27/7 Email Support

Order Automation

Automated Order creation

API Access

Upload Daily sales

Purchase Order management

B&W Sample Iterations

CHALLENGES

Navigating..site navigation constraints

I suggested a mega menu to enhance site navigation, integrating Nutmeg and Nutmeg Marketplace for a unified user experience.

However, due to legacy tech and budget, the marketplace had to be kept in a separate server from Nutmeg and a megamenu was not feasible. The menu redesign needed to closely resemble the original.

Solution:

After an ideation session with the head developer, I revamped the menu design. To streamline engineering efforts, we researched the largest-quantity categories and opted for single or two-column drop-downs instead of a mega menu. Products were grouped according to user mental models of food aisles and categories were ordered from most frequented to least.

Before (v1)

After

Our primary focus was on aiding users in locating specific items easily. The simplified menu design integrated smoothly with the legacy tech and ensured consistency between logged-in and logged-out layouts

Final Designs at Launch

The main landing page includes personalized content and CTAs for buyers to shop and suppliers to sell. The structure and content provides multiple pathways for users to discover products, and discover the relevant solution for them.

I designed distinct pages tailored “For Suppliers” and “For Buyers”, featuring case studies, testimonials, key features, and associated apps. The lengthier page is divided into sections to avoid overwhelming users while still offering a provides a full story picture about each benefit. This information empowers potential customers to make well-informed decisions and build trust and credibility.

Clear labels on each column and checkpoints ensure easy scanning and comparison, even on smaller device points where only one plan is visible at a time.

Additional pages such as About me, FAQ, Partners, etc. were kept straight-forward and informational. The user had already received the overview from the landing page and was opting in to more details.

Outcome

Working to synchronize the brand with our company's growth and create coherence in our formerly disjointed experience, my designs reaffirmed the company's evolution. Soon after launching the new designs, the board of stakeholders enthusiastically embraced the reorganization by rebranding from NetSymm to Nutmeg Marketplace.


A month after the rebrand launch, Nutmeg witnessed an 190% increase in organic traffic.