From Feedback to Action: The Journey of Redesigning the Product Category Page in Trendyol Meal Seller Center
At Trendyol, we’ve always placed a strong emphasis on data-driven decision-making, valuing the insights gleaned from our customers’ feedback, and working together as a team to improve. As a company committed to continuous improvement, we recognize the importance of listening to our customers and taking proactive steps to address their needs. It’s this commitment to excellence and collaboration that fueled our journey of redesigning the product category page in Trendyol Meal Seller Center.
Identifying the Pain Points
Continuous User Feedback Tracking & User Surveys
In the Trendyol Meal Seller Center, the product category screen is crucial for restaurant owners to manage and track their products. However, these screens had some issues that made it difficult for users to use them effectively. Through user feedback collected via Hotjar, we found that users struggled with the complexity of the product category screens, had trouble understanding the product categorization tree structure, and were not satisfied with the visual design.
In response to this feedback, we as the product manager, UI/UX designer and UX researcher of this domain, decided to initiate a redesign effort for the Trendyol Meal Seller Center Product Category screens. But before making this decision, we embarked on a comprehensive research and analysis process to better understand the current issues and determine user expectations.
We conducted a survey with 580 participants and various questions to gain insights into users’ thoughts and needs regarding the panel.
Some of the questions we asked users were:
- How much do you agree with this statement: I find the category page useful. (Scale 0–7)
- How much do you agree with this statement: I can easily make changes to the category page. (Scale 0–7)
- How much do you agree with this statement: I find the nomenclature (category, product, option) presented on the category page understandable. (Scale 0–7)
The results of our research and analysis were illuminating. According to the survey results:
- The current screens scored 5.3 out of 7 in terms of usability
- 5.5 out of 7 in terms of ease of use
- 5.4 out of 7 in terms of button and title labeling.
Along with all this data, we also asked them to share their thoughts with us.
“I want to be able to use the panel more easily and actively. I should be able to take Add/Remove Products and Add/Remove Options actions faster.”
“Large images and fonts suitable for all ages should be used, the design should be simplified and more modern.”
Also, 60.8% of the users indicated the necessity for improvement, which served as a significant data point supporting our redesign decisions.
Before Starting the Process
Benchmarks, Data Analysis & Design Workshop
With the data in hand and benchmarks, we gathered our design team and started by hosting a design workshop, where we hashed out ideas and identified key priorities to make the user experience even better.
Our workshop agenda was as follows:
- Examining the data and research outputs we have and trying to understand general needs of users
- Reviewing benchmarks, identifying experiential or visual points that we think are good
- Evaluating the live screens in terms of usability, understandability and visuality
- Generating innovative ideas
- Prioritize all the ideas we have during the workshop session
After the workshop session, by working closely with our business and product management colleagues, we ensured everyone was on the same page as we moved forward with our redesign plans.
Taking the Action
Redesign Process
After prioritizing the workshop outputs with the product manager, we started the redesign process. During this process, special attention was given to:
- Simplifying the product tree structure in the category screens to make it more understandable for the users.
- Introducing a nested collapse structure to enhance clarity and ease of navigation in categorization of the products.
- Streamlining information and button placement to minimize clutter and improve focus on essential elements.
- Using Trendyol Meal Seller Center’s established design standards and components to the learned habits and suitable for use in the entire panel.
From Design to Development
Prototype Testing
After completing the design work, we proceeded to conduct prototype testing. In prototype testing, we asked users to complete 2 tasks on sample screens and looked at their success rates, misclicks and average duration of finding the right area:
1. Let’s say you want to add the “Beverage Selection” option to the “Double Pizza Menu” product under the “Double Menus” category, where and how do you add it?
When we look at the results of this mission:
- 34% of the users successfully completed the test through the expected path.
- Average duration of finding the right area to click is 74.8 seconds.
- Total misclick rate is 80.8%.
The inferences we made based on the results were as follows:
- According to heatmaps, all of the users (failed & succeed) firstly clicked on ‘Ürün Ekle’ & ‘İşlemler’ buttons in order to see the adding option design element.
- It can be said that users are looking to add options here or think that they can open the menu from here. Thus, the success rate is low.
- To avoid button crowding and confusion, the user can go to a page designed as a detail of the category page and perform the operations of the category there.
- The buttons written next to the category name can be embedded inside the accordion menu structure, making it clear.
2. Let’s say you want to close the “Hamburger Menus” category for sale, where and how do you do this?
When we look at the results of this mission:
- 83.6% of the users successfully completed the test through the expected path.
- Average duration of finding the right area to click is 11.5 seconds.
- Total misclick rate is 69.2%.
According to the results, we can see that:
- The new design of closing a category for sale is successful.
After this survey, we were able to make necessary improvements before advancing to the software development stage. This iterative process not only ensured that our design resonated with users but also saved us from potential rework and expenses down the line.
Future Plans
Continuous User Feedback Tracking
After the new screens were launched, we’ve been actively collecting feedback and making improvements as needed. Moving forward, our focus remains on enhancing the user experience. We’re dedicated to ongoing efforts aimed at refining and optimizing our platform to better meet the needs of our users.
To conclude…
Our journey of redesigning the product category page in the Trendyol Meal Seller Center has been guided by a strong commitment to data-driven decision-making and user-centric design. Through extensive research, analysis, and user feedback, we identified key challenges and opportunities for improvement, paving the way for a comprehensive redesign effort.
By prioritizing collaboration and clear communication among our multidisciplinary team, we were able to address user needs and enhance the usability of the category screens. Our design process, marked by prototype testing and continuous feedback collection, ensured that our solutions were grounded in user insights and effectively addressed usability issues.
We will continue to listen to our users, adapt to their evolving needs, and refine our platform to deliver exceptional value and usability.
Special Thanks to…
Stronger as a Team
I would like to express my gratitude to our UX Reseacher Reyhan İkan, who continuously provided us with valuable data insights and acted as a bridge between us and the users throughout every step of this redesign journey. I also extend my thanks to Product Manager Bilgesu Özge Aslantaş and the Local Commerce SPM (Store Product Management) Team, who played a significant role in prioritizing this project.
Additionally, I am very grateful to the Marketplace UX Team for their guidance and unwavering support during the design process, to Head of Product Design Franco Ejder Ortiz for encouraging me to write this article, and to UI/UX Design Lead Cenk Yılmaz for his consistent assistance in shaping it.
We’re building a team of the brightest minds in our industry. Interested in joining us? Visit the pages below to learn more about our open positions.
