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Duda eCommerce

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Duda's new eCommerce solution, from inception to launch. Over a year of collaboration with three different teams on the company's flagship project

Background

Duda is a professional website-building platform. In August 2021, I joined Duda's eCommerce team, which started working on the largest and most important project in the company - the new eCommerce solution. Up to that point, Duda offered its customers an e-commerce solution from a third-party company. Although many websites were built on this platform, it also had many problems. By building our own native solution, we were able to solve those problems and optimize Duda's e-commerce profit margins.
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DUDA'S THIRD-PARTY E-COMMERCE SOLUTION

The problems

1. Lack of design flexibility - Duda's old e-commerce solution offered very limited design options. The design limitations deterred many customers who did not receive a good solution for their customers' needs. 
2. Third-party experience - managing the store with a third-party solution created a less satisfying user experience since it is on two different platforms.

Transactions - not only in the store

In 2021 Duda acquired "Snipcart" in order to use its transactions solution. The new transactions solution was supposed to be used by the new e-commerce store as well as other features such as membership etc.

Therefore I understood that transactions-related pages, such as payment gateway settings, taxes, orders, etc. will need to be placed in a natural place. The problem was that Duda did not have a neutral area for general screens.
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Research

I examined our competitors and discovered that they all have a clear separation between the site design area (the editor) and the site management area. In Duda, both functions were conducted together in the editor.
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SHOPIFY
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WEBFLOW
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WIX

High level UX

I understood that creating an area for the site operations outside of the editor can also contain the neutral areas I needed. 

To reorganize our product in a better way, I needed to convince stakeholders of the necessity for this big change. Fortunately, I succeeded in persuading them to move all store operations to a separate area called "site overview", which is separate from the editor. The settings related to the store, but also to other areas, would also be grouped under general "settings" in the site overview.

In order to allow easy access to store operations & settings from within the editor, it was decided to develop an overlay display.
 
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Operations

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Design

DUDA'S NEW DESIGN

Settings pages

The "Settings" tab will now include all the "general" screens that are not only related to eCommerce.
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PAYMENT PROVIDERS PAGES
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TAX PAGES

Store's pages

All other screens that are related to the store management are under the "Store Operations".
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