Cloud Marketplace Platform
Summary
The Cloud Marketplace is a digital storefront where customers can instantly purchase cloud subscriptions such as AWS, Azure, GCP & M365. IT professionals from SMB and enterprise backgrounds use the cloud marketplace platform.
40% increase in year-over-year revenue
50% click rate achieved by implementing a new feature
Impact
Read the full case study below
My Role:
UX Specialist
Methods:
User research, user persona, user flow, user testing, journey mapping, prototype, interface design
Timeline:
3 year
Problem Statement
Why this product?
Customers require a centralized platform to view all their cloud (AWS, Azure, GCP & M365) subscriptions and usage billing.
Customers require an experienced and certified solution architect to guide them in moving applications to the cloud
What's wrong with the product?
The current version led to lengthy meetings with our customers about cloud product provisioning and back-and-forth emails
Users & Audience
IT professionals from Small and Medium Businesses and enterprise customers use the cloud marketplace platform.
Created Business & User personas to understand the cloud and its customers
I took an AWS cloud practitioner course to understand the cloud and its users. Additionally, Bell has existing cloud customers who are willing to try the marketplace.
From research, we found that the Procurement manager, The Head of IT, and the Engineers are interested in the cloud products and interacts with the platform.
The marketplace platform is used by multiple personas depending on the organization
I mapped out the end-to-end user journey to understand user pain points and identify opportunities
Used this journey map to communicate with internal and external stakeholders to help understand the customer's journey.
The marketplace platform has two main categories of products - IaaS & SaaS
IaaS - Infrastructure as a Service products products are AWS, Microsoft Azure & Google Cloud
SaaS - Microsoft 365 and its array of 500+ products for commercial, education and non-profit organizations
IaaS - I created the below user journey map for IaaS products in the marketplace platform to understand user interaction and their pain points
IaaS Problem #1: The purchase form to place the order is not clear and users have to click multiple pages to place an order
Solution: Re-designed IaaS purchase which cut user purchase task by 50%
SaaS (M365) - I created the below user journey map for M365 products in the marketplace platform to understand user interaction and their pain points
After purchase the end user can
Redesigned after-purchase screens according to the above user actions
I redesigned the Users page. The current page didn’t provide information on adding staff users to accounts
Results & Outcomes
40% increase in year-over-year revenue
Worked with various teams to launch cloud products tailored to Bell's audience, resulting in a 40% revenue growth compared to the previous year.
A 50% click rate was achieved by designing and implementing a new FAQ feature
Other Achievements
Oversaw UX features end-to-end including feature briefs, milestone deliverables, change requests, and bug tracking
Evaluated survey tools for customer insights and planned for qualitative and quantitative research data
Designed a pre-sale checklist for the sales team to improve the onboarding process
Designed and developed terms and conditions, and notifications for all products to help launch the marketplace on time
Tracked and managed over 50 bugs, created tickets, followed up, and ensured their completion, contributing to the project's success.
Lessons learned
I redesigned the Dashboard page. The current design was redundant and didn’t provide the required information.
Collaboration is key
Understanding the product, and the business and collaborating with the stakeholders is essential for any project.
Unforeseen challenges like budget constraints, technology constraints, and lack of resources will happen. Find a common ground between what we want and what can be done.
I redesigned the Users page. The current page didn’t provide information on adding staff users to accounts
E-Commerce Website Re-Design