Case Study · 2023
Aeon
Marketplace
One marketplace for every company in the Aeon group: trade digital assets internally, showcase them externally. $3M+ moved through it in the first quarter.
- Designer
- Anibal Ponte
- Role
- Product Designer
- Team
- Aeon · Internal Platform
- Timeline
- 2023
- Platform
- Web · Internal + Public
Disclaimer: every data point in this case study is mock data and does not represent real data from the organizations mentioned.
Connecting Aeon's companies through one internal marketplace
The Aeon Marketplace project aims to connect all companies within the conglomerate, enabling internal trade of digital assets and external showcasing.
Previously, lack of collaboration led to duplicated efforts and external contracts for resources available in-house.
The new marketplace promotes collaboration, enhancing internal trade and overall efficiency within Aeon.
Interviews with buyers and sellers across Aeon subsidiaries
/ Interviews
• Engaged with potential marketplace users, including sales and marketing managers, engineering leaders, and software buyers from various Aeon subsidiaries.
• Focused on identifying their specific needs to shape the functionality of the marketplace.
/ Pain Points
• Identified that users want a marketplace that facilitates both digital product trading and solution/service showcasing.
• Highlighted a focus on solutions development over simply purchasing products.
/ Opportunities
• Engineering leaders proposed transforming the marketplace into an internal tech hub for sharing assets and unreleased technologies.
• Aimed to enhance technology exchange and improve R&D productivity across subsidiaries.
Sitemap and user flows for sellers and buyers
After gaining insights from user interviews and considering stakeholder requirements, the next step is to prioritize information. This includes identifying paths that align with user interests and defining specific goals. Sales Managers prioritize an easy product upload process during marketplace onboarding, while buyers prioritize seamless access to searching, contacting, and purchasing assets.
Sitemap
Flow as Seller
Flow as Buyer
Deliverables, sitemap and user flows (seller, buyer)
Wireframing the primary flow for stakeholder review
Once the information hierarchy in our primary flow is established, the next phase involves crafting wireframes. These wireframes serve to validate the visual flow in the interface with stakeholders, enabling us to gather insights or receive their validation.
What testing changed in the asset onboarding flow
During a user testing session with a Sales Manager from the Aeon conglomerate, we received valuable feedback regarding the asset onboarding process. The user suggested incorporating a feature to preview the product listing page while onboarding an asset. This enhancement would help prevent errors and confusion for sellers. With this feature, sellers could review how their product information appears on the detailed page before finalizing and publishing it.
Adding Solutions, Services, and the Tech Exchange Hub
Based on user research, we expanded the marketplace by adding "Solutions" and "Services" sections, attracting engineers, software buyers, and data managers. Additionally, we proposed a "Tech Exchange Hub" for logged-in users, allowing R&D professionals to share unreleased technologies across subsidiaries, promoting collaboration and fostering competitive product development.
Internal trade results in the first quarter
The financial success of this internal trade channel is evident, with transactions surpassing $3 million dollars in the first quarter.
Instead of flowing to external contracts, this money now contributes to internal demand, fostering stronger connections within Aeon. Furthermore, the portal garnered more than 50,000 views in a 3-month period, facilitating 84 transactions.
- Internal trade
- $3M+
- Views (3mo)
- 50k+
- Transactions
- 84
