Diana Franco Portfolio

Party World Supplies

B2B Shopify E-Commerce Platform for Bulk Balloon Sales to Support Business Growth

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Overview

Party World Supplies is transitioning from B2C to become a national balloon distributor (B2B). To facilitate this expansion, we developed a Shopify e-commerce site tailored for bulk balloon sales to other balloon decoration businesses. This new platform is designed to support their growth and streamline their distribution process.

My Role

UX/UI Designer

Tools

Figma, Google Docs, Slack, Zoom, Monday, Chat GPT

Process

Discovery, Ideation, Design, Reflection

Problem Space

Party World Supplies was missing out on sales and growth opportunities due to the lack of a user-friendly platform for B2B clients. Event planners and retail businesses had no efficient way to access product details or place bulk orders online, forcing the company to rely on traditional methods that limited scalability.

Without an optimized e-commerce solution, the company faced hurdles in capturing larger orders, streamlining processes, and capitalizing on business opportunities, resulting in lost revenue and customer dissatisfaction. We stepped into design and implemented a new platform from scratch to address these challenges.

Our Solution

To support Party World Supplies' expansion into B2B balloon distribution, we designed a Shopify e-commerce platform prioritizing clean design, consistent branding, and an intuitive user experience.

I contributed to the project by designing the product cards and page, ensuring they were visually appealing and user-friendly. Our solution set a new industry standard, enhancing customer satisfaction and aligning perfectly with the company's growth objectives.

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Discovery

Ideation

Design

Reflections

Discovery

Kickoff

At the start of the project, the client provided our team with minimal information, outlining only the most basic details about their goals and target audience. The client expressed their desire to transition from D2C to B2B and expand into balloon distribution, but specifics on branding, user behavior, and detailed requirements were not provided. This required our team to take the initiative in shaping the design direction based on our research, industry standards, and the client’s objectives.

Client Takeaways

Target Audience Focus: Emphasizing bulk buyers, such as event planners and retail businesses, requiring quick and efficient access to product information and ordering options.
User Journey Simplification: Prioritizing ease of navigation for bulk purchases, focusing on quick product selection and checkout.
Brand Consistency: Ensuring the platform is aligned with existing brand guidelines to provide a cohesive experience across all channels.
Scalability: Designing a platform that can easily scale with the company's growth as it transitions into a national B2B balloon distributor.

Review Industry Benchmark

Our competitive analysis aimed to understand industry standards and uncover opportunities for differentiation. I researched key competitors like Bargain Balloons, A2Z Balloons, Balloons Online, and LA Balloons, all of whom have been established players in the market for over 20 years.

Target users: B2B buyers, including event planners, corporate buyers, and retailers.

Key Questions

How can we make the product search and ordering process more efficient and intuitive?
What features will most effectively support repeat purchases and streamline the user experience?
How can we ensure the website’s design is clean, consistent, and aligned with the brand’s identity?
What strategies can build trust and credibility for a new distribution model?

Competitors Weaknesses

Poor item hierarchy
Cluttered designs
Inconsistent spacing
Overloaded home pages
Bad photography

Competitors Advantages

Shipping
Rewards Program
Customer Support

Objectives

Clean design
Consistent branding
Intuitive user experience

Ideation

Informed by our research and analysis of B2B websites, we began the ideation phase with a focus on crafting a seamless user experience for Party World Supplies. Drawing inspiration from industry best practices, we started conceptualizing and designing key screens, including the homepage, product collections, product detail pages, and the checkout process. The goal was to create an intuitive and efficient platform tailored to the needs of bulk buyers while ensuring a cohesive and visually appealing design that supports user engagement and conversion.

Product Card

During this step, my area of responsibility was to ensure consistency in the design of the product cards and streamline the user interface for better usability. I identified that having multiple product card styles among team members would lead to long-term inefficiency and a lack of cohesion in the platform's design.

Iteration #1

In this iteration, while the product card initially appeared effective, it lacked crucial information regarding the quantity of bulk balloons included with each purchase. Additionally, for items offering a wide range of color options, the product card design became inefficient. Customers could only see a limited selection of colors, making it challenging for them to choose alternative options that weren’t immediately visible, leading to potential frustration and missed sales opportunities.

Iteration #2

This iteration focused on addressing these issues by implementing key improvements. I added a clear indicator showing how many balloons were included in each pack, ensuring bulk buyers had all the necessary information. Additionally, I introduced a “plus” button that allowed customers to view the full range of available colors, streamlining the selection process. These enhancements made it easier for users to select their preferred colors and add products to the cart with minimal effort, improving overall efficiency and user satisfaction.

Low-Fidelity Wireframes

Product Page

For the low-fidelity wireframes, I focused on thoroughly analyzing B2B e-commerce platforms both within and outside the balloon distribution industry. This allowed me to understand common patterns and apply relevant insights to our product page design. Some key elements I integrated based on my research include:

Simplified Navigation:

B2B customers often require a clear and intuitive structure to quickly find products and order in bulk. I designed a navigation system that prioritizes efficiency.

Prominent CTAs:

Call-to-action buttons, such as "Add to Cart" and "Bulk Order," were positioned strategically to simplify decision-making and encourage conversions.

Detailed Product Information:

B2B buyers typically need extensive product details, so I ensured product descriptions, specifications, and pricing options were easily accessible.

Trust Indicators:

Early research showed that B2B buyers are reassured by clear return policies and shipping details, which were included as visible components in the layout.

Design

Design System

It is crafted to be intuitive, professional, and visually cohesive. We chose a refined color palette and clean typography to create a sophisticated, yet approachable look. Accessibility was a top priority, with attention to contrast and readability to ensure an inclusive user experience. Consistency across all elements was key, providing a seamless interface that supports efficient navigation while minimizing distractions for a smooth user journey.

Product Card Component

To enhance the B2B shopping experience for Party World Supplies, I designed a product card that incorporates several key features tailored to the needs of bulk buyers and streamlines the purchasing process:

Dynamic Sale Indicator:

I implemented a boolean property for products that are on sale, allowing us to easily toggle the sale status on and off. This feature provides flexibility for managing promotions and ensures that customers are always aware of current deals.

B2B-Specific Information:

The product card prominently displays essential product details, including the product name, bulk purchase options, and a quantity selector. These elements are specifically designed for B2B buyers who often purchase large quantities.

Simplified Color Selection:

Recognizing the importance of variety in product offerings, the product card includes an easy-to-use color selection feature. Customers can choose from a range of colors and add their selected variant to the cart in a single step. This streamlined process reduces friction and enhances the overall user experience, especially for buyers who prioritize efficiency.

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High-Fidelity Wireframes - Product Page

For the high-fidelity wireframes, I integrated insights from my low-fidelity wireframe research into a cohesive, user-friendly product page design that emphasized the benefits of ordering through Party World Supplies. Additionally, I incorporated two key elements:

Ballons Packages:

I designed an intuitive interface for bulk purchasing options, allowing users to easily choose between 5-pack bundles and larger quantities. This streamlined the ordering process, especially for businesses needing to make large purchases, while maintaining a clean, uncluttered layout.

Frequently Bought Together:

I integrated a "Frequently Bought Together" module seamlessly into the product page, ensuring users could discover and add complementary items without disrupting their shopping flow. The design highlighted related products, with clear CTA buttons for quick selection, boosting cross-sell potential.

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Reflection

This gratifying project greatly contributed to my growth as a UX/UI designer. It emphasized the importance of thorough research and early-stage inspiration, teaching me how vital it is to distinguish between B2B and D2C e-commerce experiences. These differences must be thoughtfully reflected in the final design to truly meet the needs of each audience.

Product Cards

A deep understanding of our competitors was also crucial. By analyzing their strengths and weaknesses, we were able to establish a new standard in the industry, positioning our client as a leader. I took the initiative to design the product cards, focusing on creating a balance between functionality and visual appeal that would capture users’ attention and make the selection process easier. This experience reinforced the importance of small design elements in driving user engagement and satisfaction.

Product Page

Designing the product page was another valuable challenge. I had to ensure it adhered to best practices while matching the design of the rest of the site to maintain brand consistency, a seamless flow of information, and a user-friendly experience. This process taught me the significance of aligning design elements cohesively, and the impact of small details on the overall user journey.

Conclusion

Overall, this project solidified my understanding of the power of thoughtful design and proactive collaboration. It highlighted my ability to take initiative, contribute meaningfully to team efforts, and create intuitive, consistent, and user-friendly interfaces. I'm proud of the work we did and the positive outcomes it produced, both for our client and for my professional development.

Thank you for reading!