Lazada’s Store Metrics

Icon Design
Created On
Dec 2016
Duration
2 weeks
Role
UI/UX Designer
Team
Lazada's Product Design
Challenge

Find an engaging way to display store performance metrics, so that users can easily understand and interact with them.

Background

Lazada is one of Southeast Asia’s largest and most popular e-commerce platforms, connecting millions of buyers and sellers across the region.

To improve the shopping experience, this project focused on redesigning the seller information section of the Product Description Page (PDP).

Our goal was to provide users with important metrics such as Satisfaction Rate, Items Sold, and Time on Lazada to help them make more informed purchasing decisions.

Lazada's Store Profile section in 2016.

Approach

To make the information more engaging, I decided to pair icons with the data to give it an infographic style. This approach highlights the metrics visually, making them easier to understand and more appealing to users.

1. Ideation

I used a cityscape metaphor to represent a store’s growth on Lazada. Just like in SimCity, where a city expands and thrives through development and upgrades, a successful store grows through more sales, satisfied customers, and a strong reputation. This metaphor helps illustrate the store’s progress in a simple, visual way.

2. Define icon for “Item Sold”

Items Sold is the total number of products sold by the store on Lazada. To help users grasp the size of a seller’s business, I compared it to different types of real-world stores.

Street Vendor → Hobby Seller

    • Description: A seller who has sold over 500 items.
    • Rationale: A smaller, more casual seller, often starting with a modest number of products.

Small Store → Growing Retailer

    • Description: A seller who has sold over 2,000 items.
    • Rationale: Represents a business that is starting to scale up, with more products and a growing customer base.

Shopping Mall → Large Enterprise

    • Description: A seller who has sold over 5,000 items.
    • Rationale: A well-established, large-scale business with a significant number of products and broad reach.
3. Define icon for “Time on Lazada”

Time on Lazada is the duration for which the store has been active on Lazada. To show how long a seller had been with Lazada, I used tree growth stages as a metaphor

Seed Germination → Newcomer

    • Description: A seller who has been on Lazada for 2 years or more.
    • Rationale: Represents a seller who has started to establish themselves and expand their reach.

Sapling → Growing Business

    • Description: A seller who has been on Lazada for 4 weeks or more.
    • Rationale: A fresh start, a new seller who is just beginning their journey.

Mature Tree → Established Seller

    • Description: seller who has been on Lazada for 5 years or more.
    • Rationale: A fully-grown, stable business with experience and long-term success on the platform.
4. Define icon for “Satisfaction Rate”

Satisfaction Rate is how happy customers are with the product quality and shop services (like packaging, delivery, and chat replies). I used a simple emoji scale to show how happy customers are, from Very Satisfied to Very Unsatisfied (on a scale of 5).

Outcome

Since the seller’s section on the PDP is limited by space on mobile, I proposed displaying the two most important metrics — Time Sold and Time on Lazada, with the remaining metrics accessible on the Store Profile Page.