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Bettering
Customer
Experiences
for a global
e-commerce marketplace

The Challenge

The Indian entity of a global e-commerce marketplace was facing challenges with regard to Merchant partners aligning with the Ad Creative Guidelines causing back and forth across the client, merchant partner and creative teams losing out on crucial time and impacting consumer action for sales conversion.
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Our approach
and solutions

Listen First

We spoke with internal teams, the merchant partners, and the creative teams to understand the root of the problem. What came to our notice was the expanse of ad types and non-standardized guidelines with a lack of formal documentation was creating a sense of ambiguity amidst the teams. With multiple stakeholders the lack of a universal master document was the core challenge.

Think Next

As we brainstormed it was clear that a universal master documentation of all ad types and specs that could be shared as guidelines would be the most apt solution. Taking forward the insights garnered during the listen stage we created mind maps and solution lists. After rigourous debate the key solutions were identified as a print and e-guidelines covering the ad types & specs, best practices and dos-don’ts with examples, along with ready-to-use open-source templates that could be used by creative teams.
Customer Experience Catalog
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The effective and simple design of the guidelines has been recieved very well by our merchant partners and has made our interactions smoother
- Account Manager, Client
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Solve Last

The entire guidelines was designed in a span of 4 weeks. Following the agile-design process of Information Architecture and Visual Layouts, followed by content writing and ascertaining the design and then aligning to the overall brand, culminating with the addition of creative illustrations for bringing in visual appeal to break the monotony associated with a guidelines manual. The templates were designed using the Adobe Creative Cloud and shared as packages for easy download and use by internal and external creative teams.

Improve Further

This project is currently underway and initial guidelines and manuals have been rolled out to a pilot merchant partner group.

Result

Based on initial feedback the turnaround times for final creative outputs to avail approvals has been reduced by 10%.