Elenas

Overview

Elenas is a Colombian social selling company that enables women to earn money from home by sharing and selling thousands of products from top brands to their friends and family, earning a commission without the need to handle deliveries or payments.

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Problem

For the second major version of the Elenas Seller App, the biggest challenge was to completely overhaul the process of creating an order. The MVP relied on a client-facing Shopify store for placing orders, but this process was cumbersome and error-prone. Additionally, Elenas needed to evolve its business model to have positive margins in each transaction and become a real marketplace where vendors would manage their products and suggested commissions.

Elenas Mobile App v1

V2 Wireframes

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Solution

Elenas mobile app v2

To address these challenges, we created a new version of the app with a completely new checkout experience for our sellers within the app that allowed the seller to set the end price for each order, enabling them to negotiate and have a more engaging experience and conversation with the end client.

Checkout flow

We tested multiple iterations of the design with real sellers, focusing on the checkout process and how to make it as intuitive and easy to follow as possible, while providing tips and recommendations along the way to help them achieve better margins or give a better price to their client on each order.

Home and Order screens

We created our own Design System for the new app to help the product team iterate faster as we developed new features for our mobile app (developed using React Native).

Product and Checkout screens

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Impact

• Transaction margins increased from -10% to 10%, resulting in profitability for Elenas.
• Activation rates increased from 15% to 25%.
• Conversion rates were kept consistent at 10%.
• Retention rates increased from 20% to 40%.
• The consistent and updated design system and language of this new version of the app reduced times for new product iterations and features.
• The removal of the end client Shopify store reduced the number of products supported.