Secretlab's Amazon Marketplace Integration

01 INTRODUCTION

Overview

TEAM
1 x UX Designer
ROLE
UI/UX | Wireframing | CMS Management | UX Guideline Creation
TIMELINE
Approx. 4 weeks
TOOLS
Figma

Background & Problem

While at Secretlab, I conducted daily monitoring of the brand's online content and identified inconsistencies and an unoptimised shopping journey across the marketplace content. I prepared a presentation deck that highlighted the main issues, demonstrating to stakeholders how user-unfriendly the current platforms were, with unreadable content on some screen sizes, particularly mobile, and the varying ways each marketplace communicated about products. The stakeholders recognised the problem, and I proposed that the UX team develop guidelines for the marketplaces to ensure that all Secretlab content remains consistent across all platforms.

The Approach

I proposed and led the entire process, collaborating closely with the brand development team, who typically manage the marketplaces. To kick off the project, I was tasked with leading the launch of the Amazon US marketplace, a new entry for Secretlab. The approach was to establish clear guidelines and create the following elements:
1) Gallery images
2) PDP content
3) Storefront
From there, the plan was to adapt the design and overall shopping journey to the other marketplaces as much as possible, despite each marketplace having slightly different rules.

02 DESIGN

OVERVIEW

  • Gallery Images
  • PDP Content
  • Storefront

03 MARKETPLACE UX GUIDES

Overview

  • Gallery Image Guidelines
  • PDP Guidelines
  • Storefront Guidelines

1. Gallery Image Guidelines for Amazon Seller Central

Here are the guidelines for Gallery Images content, which will be adapted and designed for all Secretlab products across all marketplace platforms.

2. Amazon PDP Guidelines with A+ Content Manager

Here are the guidelines I put together to manage PDP content using Amazon's A+ Content Manager.

3. Amazon Storefront Guidelines

Here are the guidelines I put together for managing and uploading storefront content.

04 CONCLUSION

OVERVIEW

  • Next Steps

Next Steps

The Marketplace Project was an initiative I proposed and led to establish a robust process for maintaining content consistency across all e-commerce platforms. This project entailed extensive research into how other brands manage their content and the development of a standardized process for Amazon as a model for other marketplaces to follow. As the leader for Amazon US, I ensured that the process could be adapted to other Amazon regions by thoroughly exploring Amazon's CMS system, including the creation of storefronts and PDPs. I meticulously adhered to Amazon's guidelines while creating and uploading content to fully understand the platform's capabilities and limitations.
The project received positive feedback from stakeholders, leading to approval for adaptation across other APAC marketplaces. The next phase involved disseminating the established guidelines to the Brand Development Team responsible for managing marketplace platforms and overseeing the implementation of the content as per the created guides.

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