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Sales had lost million dollar revenue opportunities as customers found the platform look outdated and less visually appealing compared to competitors.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?
77%
45%
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,
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.