Victoria

PRD: E-COMMERCE PLATFORM (UMart) Target Release Umart Product Manager Group 3 Team Engineering Lead Designer Document status/ Version 1.0 version Created 17TH September 2024 Problem 1 Solution 3 Use cases 4 Value Proposition 5 Goals and Success criteria 7 User experience 10 Competitor analysis 11 Key features and releases 12 Release plan (optional) 17 User stories and requirements 12 Out of scope 19 Questions and decision tracker 19 PROBLEM STATEMENT E-commerce platforms face critical challenges that impact customer satisfaction and operational efficiency. Consumers often struggle to find products that meet their specific needs, difficulty in navigating complex e-commerce platforms, time consuming checkout processes, which contributes to a 15% cart abandonment diminishing the overall shopping experience. Additionally, concerns around data privacy and security undermine user trust. Businesses deal with inefficient order processing, limited CRM integration, and rising operational costs further hampering growth. Experts stress the importance of addressing both user experience and security to maintain consumer trust. Statistics shows that, • 15% cart abandonment rate due to complex checkout (Baymard Institute, 2022). • 60% of consumers seek personalized shopping experiences (McKinsey, 2020). • 10% increase in operational costs from inefficient backend processes (Gartner, 2021). • Cybercrime projected to cost $8 trillion globally in 2023 (Cybersecurity Ventures, 2023). • 83% of data breaches are financially motivated (World Economic Forum, 2022). • Bruce Schneier emphasizes the intersection of user experience and cybersecurity (2019). SOLUTION UMart is a cutting-edge e-commerce platform crafted to revolutionize your shopping experience on both mobile and desktop. Key Features: • Simplify product discovery with smart recommendations and user-friendly filters, ensuring you find exactly what you need quickly Provides a seamless, one-click checkout experience. • Enjoy a hassle-free one-click checkout that makes completing your purchases a breeze. • Two factor authentication. • In-App bank, customers can transfer money to their In-App bank and use to shop to reduce usage of ATM online. • End-to-End Encryption to prevent data breaches and man-in-the-middle attacks. • Our social shopping feature allows you to share product selections with friends and family via WhatsApp or other platforms, enhancing collaborative decision-making. Our integrated CRM platform supports group shopping, making it easy to collaborate and shop together. • Game-based features to retain users and improve engagement, and gaming points that qualify people for discounts to keep your shopping experience exciting, • Instalment Payment Flexibility • Send special messages for Muslim or Christian Celebrations through supported email to ensure that every shopper feels valued USER CASES 1. Individuals with limited digital literacy: Mr Tanko struggles with navigating complex e-commerce websites, he needs a simple and easy-to-use platform. 2. First-time online shoppers: Mr Moses, a first time user wants to shop quickly and at ease, we recommend searching for products using filters (price, category, and brand) to find what he needs. 3. Busy professionals: Mrs Tina, wants a personalized product recommendations based on her browsing history, she wants to save her cart across devices for easy access later. 4. Group Shopping: Miss. Clementina wants to share my product selections with friends or family via social media or WhatsApp for shopping feedback and decisions, we recommend a CRM platform (CompareFam). 5. Individual scared of fraud and scammers: Mrs Dianna has been scammed through an e-commerce platform before and does not want to use card payments. An end-end encryption, two factor authentication and an In-App bank account will be integrated. 6. Discount lovers: Mr Stephen complains about the market price of goods, and loves discount. UMart has an integrated gaming system for customers to play games, earn gaming points and discounts. VALUE PROPOSITION For Customers: • We help shoppers save time and improve the buying experience by offering personalized product recommendations and a smooth checkout process. • The platform enhances collaborative shopping by allowing customers to easily share items with friends and family for instant feedback and decisionmaking. • Users can play games to stay engaged, adding a fun element that encourages retention. • Enhanced payment security and efficiency. For Business: • Increased customer retention through personalized experiences, gamified engagement features, and improved operational efficiency. • Reduction in cart abandonment rates by 10% through seamless checkout. • A social sharing feature boosts word-of-mouth marketing and customer engagement. • The two-factor authentication and end-end encryption provides data safety. TARGET PERSONAS Primary Persona: 1. • 40 - 60 • Digital Literacy: Limited • Goals: Navigate e-commerce websites easily and make purchases without confusion. • Challenges: Struggles with complex interfaces and feels overwhelmed by technology. • Value Proposition: Needs a simple and user-friendly platform for online shopping. 2. • 18 - 55 • Digital Literacy: Moderate • Goals: Shop online with fear of fraud or scams after a past negative experience. • Challenges: Reluctance to use card payments and concerns about security. • Value Proposition: Requires end-to-end encryption, two-factor authentication, and an in-app bank account for secure transactions. 3. • 18 - 30 • Digital Literacy: High • Goals: Find discounts and better prices on products he frequently buys. • Challenges: Frustration with high market prices and a desire for savings. • Value Proposition: Engages with Umart’s integrated gaming system to earn points and discounts, making shopping more rewarding. 4. • 18 - 35 • Digital Literacy: High • Goals: Receive personalized product recommendations based on her browsing history and save her cart for easy access. • Challenges: Juggling a busy schedule with the need for efficient shopping solutions. • Value Proposition: Desires personalized recommendations and crossdevice cart access for convenience. Secondary Persona: 1. • 22-35 • Digital Literacy: Moderate • Goals: Share product selections with friends or family for feedback and collaborative decisions. • Challenges: Needs a convenient way to involve others in her shopping process. • Value Proposition: Utilizes a CRM platform (CompareFam) to facilitate group shopping and enhance decision-making. 2. • All Ages • Digital Literacy: Moderate • Goals: Shop quickly and efficiently as a first-time online shopper. • Challenges: Uncertainty about finding products and making purchases online. • Value Proposition: Benefit from intuitive product filters (by price, category, and brand) for a seamless shopping experience. GOALS AND SUCCESS CRITERIA Customer Goals • Reduce cart abandonment. • Increase retention by 20% through personalized, gamified, and collaborative shopping experiences. • Customer Centricity. Success Criteria for Customers • Increased customer satisfaction ratings. • Reduced abandoned transactions and increased sales. • Improved website navigation and usability. • Enhanced payment security and efficiency. Business Goals • Increase sales volume by 25% within the first 6 months. • Streamline operations and reduce backend processing costs. • Boost customer referrals through the social sharing feature. • Increase user engagement and retention through gamification. Success Criteria for Business • Customer satisfaction surveys. • Transaction completion rates. • Website usability testing. • Payment processing success rates. USER EXPERIENCE • User-Friendly Home Page: Easy navigation with clearly defined product categories and filter options for easy browsing. • Smart Search and Recommendations: Quick product search functionality paired with personalized recommendations based on user browsing and purchase history. • Streamlined Checkout: One-click checkout process with In-App payment options for convenience. • Personalized Communication: Customized emails and app notifications featuring tailored product suggestions. • Social Sharing Options: Easy sharing of products via WhatsApp and other social platforms for collaborative shopping experiences. • Engaging Interactive Games: Fun games to enhance user engagement and retention. • Collaborative Shopping Tools: Group shopping features integrated with CRM systems for efficient decision-making and joint purchases. • Two-Factor Authentication: Enhanced security through two-factor authentication to protect user accounts. • End-to-End Encryption: Robust end-to-end encryption to ensure the privacy and security of user data during transactions and communications. • Shop When Finished: Complete your shopping and enjoy instant access to products while managing payments at your convenience. DESIGNS/ FLOWS https://www.figma.com/design/BDTk0K1UM0o6gy4Wm8Pphn/Ecommerce-Mobile-App(Community)?m=auto&t=6jAyTt4JtWaFXCcl-1 https://www.figma.com/design/WOFaSu5hITuuVWOeuxkHcn/Login-and-signup-pages-for-amobile-e-commerce-app.-(Community)?m=auto&t=jMyAjrwt42MjUyfy-6 https://www.figma.com/design/68DBMAOS8lmj495ooa4ONx/Payment-service---Finance-App(Community)?m=auto&t=xQayHHOsIEJakvfn-6 c CUSTOMER ROAD MAP https://www.canva.com/design/DAGRYhFvZYw/YdjNXwCUC2tMMNWECuusTQ/view?utm_cont ent=DAGRYhFvZYw&utm_campaign=designshare&utm_medium=link&utm_source=publishsha relink&mode=preview COMPETITOR ANALYSIS S/N NAME STRENGTH WEAKNESSES 1 Amazon Fast Shipping, High Marketplace Excellent fees customer support 2 Ebay Large Varieties of Lacks products personalized shopping 4 Jumia Wide product Complex website range, strong navigation, high logistics, and delivery costs payment options 5 6 Konga Payporte User-friendly Limited product website, range, technical competitive issues with prices, and fast payment delivery processing. Easy payment Limited product options, fast range, poor delivery, and customer support competitive prices. 7 Kilimall Affordable prices, Limited product fast delivery, and range, poor easy payment website navigation options. 8 MallforAfrica Access to High delivery international costs, complex products, fast website navigation delivery, and competitive prices. We are using UMart to address the weakness of the competitors stated above. Our Competitive Edge 1. Simplified Navigation: UMart intuitive interface and streamlined payment process set it apart from competitors. 2. Personalized Experience: User profiling and personalized product recommendations enhance the shopping experience. 3. Inclusive Design: Accessibility features and multilingual support cater to a broader audience. 4. In-App Account: An In-App account for streamlined checkout. 5. Gaming discount: Integrated gaming system to earn points and discounts 6. Group Shopping: Shop together with family and friends. Competitive Strategy 1. Target Underserved Markets: Focus on first-time online shoppers, individuals with limited digital literacy, and small business owners. 2. Differentiate through User Experience: Emphasize UMart’s simplified navigation, In-App Bank account, personalized experience, and integrated gaming and group shopping. 3. Competitive Pricing: Offer competitive prices without compromising on quality and service. 4. Strategic Partnerships: Collaborate with local businesses and organizations to expand offerings and reach. KEY FEATURES AND RELEASES User registration and profile creation Two Factor authentication PHASE 1 Initial MVP Core Feature Basic personalized shopping recommendations based on preferences chosen In-App Bank Account Creation Simple user interface (website-first) One Click checkout Registration and vetting of 30 vendors(TAX Documents, CAC documents, Statement of account, Guarantors with Civil or Public service and all legal documents) Basic data privacy features Gather initial user feedback Key Goals Ensure that all vendors are authentic. Validate proof of concept and functionality User progress tracking (e.g., completed shopping, total time spent on PHASE 2 Feature shopping Additions User feedback Enhancements & mechanism on User resources (e.g. Engagement reviews) Discount and Promo Offers Registration and vetting of 40 new vendors(TAX Documents, CAC documents, Statement of account, Guarantors with Civil or Public service and all legal documents) Smart product search with filtering Key Goals Increase user engagement through feedback Improve on recommendation filters Increment of vendors and products PHASE 3 Advanced Feature CRM-integrated Personalization Additions platform for & Premium group shopping Features Gaming Points and Discounts Introduce Installment Payment Advanced analytics for businesses. Key Goals Improve customer retention Improve referrals PHASE 4 Scalability & Feature Multi-language New Markets Additions support Increment of products and vendors Multi-platform support Crypto Currency Payment Key Goals Expand user base by offering more products, services and languages Customer-centric and customer retention USER STORIES AND REQUIREMENTS S/N Feature User story Requirement/s 1 Installation As a user, I want The application will to easily install work on android the app across version 9 and above different devices and ios. Account As a user, I want Create account using Creation to create an existing phone account to save number and email my preferences Email verification and receive for security. personalized Two factor 2 recommendations. authentication. Create bank account Choose preferred Shopping products and brands 3 Login Page I want to create User will be sent a User forgot reset code or email to password change his or her account password User will input code for Two factor authentication 4 Browse As a user, I want Dedicated product Products to search for search page with products using keyword and filters to find the category filters. best options. "For You" page with personalized recommendations. 5 Social Sharing As a user, I want WhatsApp to share my integration for easy product selections product sharing. with friends or Social sharing family via options (Facebook, WhatsApp or Instagram) for social media for collaborative shopping shopping. feedback. 6 Games As a user, I want Game integration to play games within the platform. while using the Rewards for frequent platform to stay users who play entertained and games and shop. engaged 7 CRM and As a user, I want Group-based CRM Group to collaborate integration. Shopping with friends and Group notifications family using a and shared carts. CRM-based group shopping feature to make decisions and purchases together. 8 Analytics Data of Users We collect login Device used records/data of users using the application OUT OF SCOPE 1. Full integration with third-party logistics. 2. VR Shopping Experience. QUESTIONS AND DECISION TRACKER 1. How will we prioritize the MVP features? Answer: We will focus on core customer pain points, starting with features enhancing user experience and security, such as two-factor authentication and inapp banking. 2. What’s the plan for collecting user feedback? Answer: We will use in-app feedback, surveys, and behavioral analytics to gather insights and improve features over time. 3. How will we ensure data privacy? Answer: Using end-to-end encryption and two-factor authentication, we’ll comply with regulations like GDPR and give users control over their data. 4. What if users don’t engage with the gaming feature? Answer: We will monitor engagement and, based on user feedback, adjust or allow users to opt-out of the gaming feature. 5. How will refunds or disputes in the In-App bank be handled? Answer: A support system for managing disputes and refunds will be in place, with automated solutions for simpler cases. 6. How will social sharing features be integrated? Answer: We will use official APIs for WhatsApp, Facebook, and other platforms, ensuring compliance and smooth functionality. 7. What languages will be added in Phase 4? Answer: French, Spanish, and Swahili will be prioritized for expansion into key regions, with more added based on demand. 8. How will early customer support be managed? Answer: We’ll provide support through a help center, chatbots, and live agents, supplemented by FAQs and user forums. REFERENCES Baymard Institute (2022): "Cart Abandonment Rate Statistics." Baymard Institute Research Report. McKinsey & Company (2020): "Personalizing the Customer Experience: Driving Differentiation in Digital Commerce." Gartner (2021): "Inefficient Backend Processes Drive Up Operational Costs in Retail E-Commerce." World Economic Forum (2022): "Global Risks Report - Data Breach Statistics." Bruce Schneier (2019): "Click Here to Kill Everybody: Security and Survival in a Hyper-Connected World." Cybersecurity Ventures (2023): "Cybercrime to Inflict Damages Totaling $8 Trillion Globally." CONTRIBUTORS Mkav Dorathy Doosuur Victoria Chinda Salako Moriam Bolanle Loveth Ifesinachi Duru Ebiekibo Judith Edward Pagson Osunkoya Ibukunoluwa Moyinoluwa Favour Okolie Abimbola Adefeso Usman Wasilat Oluwabukola