User Case Study_IndiaMART

M.Site UX Team

Repeat Buyer Visit

CASE STUDY (BUYER)

( 14th December, 2018 )

Compiled and Consolidated by Aarushi Jhamb, UX Team

“ आपके यहाँ मैन्युफैक्चरर नहीं िमलते."

(I am not able to find manufacturers on your portal)

“ फॉमर् बहुत अच्छा है अगर हमें कुछ नहींभी पता होता तो पता चल जाता है ” (Form is good. Even if i don’t know certain things about the product I get to know about it.)

Seller Name and Age

: Raj Kamboj, mid 30’s

Company

: D and B Enterprises Ltd.

Job Role

: Designing + Sourcing

Language Preferences

: Hindi and English

General App/Website Usage

: Whatsapp, Gmail, Facebook

Business Type

: Construction Company

Timeline Time Spent IndiaMart

: 3 years

Preferred Platform

: Desktop

Channel of Landing on IM

: Google search

IM Account Handling

: Self + Abhilash(colleague)

Other Business Platforms Used

: Just Dial

About the Company Registered in 2015 and run by Mr. Young Eun Cha, D & B Enterprises Pvt. Ltd. offers Civil construction services of buildings, road, dam etc. with their Head office located in Gurgaon, Haryana.

Ethnographic Conditions Office is constructed temporarily in a shipments container which keeps on moving according to the construction site. No stationed place, moves every 6 months or a year.

Projects are majorly in Delhi NCR. With upcoming projects in greater noida and Manesar. Office comprises of three people - Mr Young Eun Cha (M.D) , Mr Raj Kamboj (designer), Abhilash (Sourcing) who is generally on the move to close the deals.

Office (comprised in a shipment container)

Files stacked with Quotations and Bills

Seating space (with User on the left and Young Eun Cha on right) Requirements Requirements ranges from both products to services. All the requirements are related to either construction and interior material or contractors for various services like electrical fittings with quantities majorly in bulk. User prefers manufacturer kind of suppliers over wholesalers and retail suppliers as they can visit the factories and check quality in the production itself.

Factory visits is a must in their case as the boss is from outside India so building trust is is important.

IndiaMART Experience User prefers google search over directly opening IndiaMART.

Users general usage flow If the Indiamart doesn’t appears in the google search list then fulfils requirement from the links which appears believing that the product might not be available on Indiamart.

Have experienced this in past and those requirements were fulfilled by Just Dial.

Buyer Communication • Checks the list of sellers connected by IndiaMART on SMS only.

• When user has urgent requirements calls directly to the suppliers and closes the deals within a day.

• General basis prefers posting Buy Lead, as then the suppliers reach out directly.

• When the requirement is not urgent, user prefers to browse through the list, check their websites and directly enquire through calls as well.

• After connecting with suppliers further communication mode is either on calls or WhatsApp. • Mails are only used to receive quotations for maintaining records.

• For all the requirements prefer visiting the supplier before finalising the deal.

• In case of a good buying experience with certain seller the relationship continues until and unless any cheating happens.

• In case of change in site location prefers finding new suppliers in the near vicinity as they tend to visit the supplier at every stage.

• No supplier is kept for really long time to avoid monopoly.

USERS RECENT REQUIREMENTS POSTED Date

Title

Source

MODID

16 Nov

Cleanroom Air Shower

DIRECT

PRODDTL

DNC

3 sept

Boulder Stone Landscaping

DIRECT

DIR

DNC

30 Aug

Wall Decal

DIRECT

DIR

DNC

20 Aug

Spray Nozzles

FENQ

FENQ

DNC

10 Aug

Industrial Gate Valves

DIRECT

DIR

Must call

1 Aug

Fiberglass Mats Raw Material

FENQ

FENQ

Must call

23 July

Industrial FRP Application Contractor DIRECT Construction Service

DIR

Service

Pool

Decision making • Supplier’s selection while browsing - While browsing through the list on search page to contact suppliers directly , reads all the details by opening company page and then decides keeping in mind the product requirement and the location of the supplier.

- Supplier website is important for the user as he finds it very informative.

• Deal closure after connecting with suppliers - Quality is an important factor for supplier selection. In case of a recent requirement of Air shower Supplier A quoted - 5 lakhs and Supplier B quoted 2.5 lakhs. Now user has planned a visit to the factories to check material and then decision will be taken. Deals are generally closed within 7 -10 days - Boss is involved in all the decisions before closing the deal .Boss is accompanies in the visits only in the cases where order value is above 5 lakhs.

- As their are two different people for sourcing their is no interference in each others deals until deal is closed. Abhilash is the person who is majorly responsible for the sourcing. With higher activity on the portal as compared to Raj Kamboj (user).

Painpoints / Observations • Irrelevant suppliers are connected as times. Even after specifying the supplier types as manufacturer only connected suppliers are retail suppliers.

• At times when user call the suppliers they deny to have that product available (as per the user 50% cases same thing happens).

• Well worse with Buy Lead and Enquiry forms. Finds it quite informative but sometimes the description is only there cant find questions then have to type everything in there.

• Wasn’t clear about how Payment protection works.

Once wanted to order something from Ludhiana and at that time they couldn’t visit the factory so were in a fix what to do next so tried to understand pay x through customer care of IM but couldn’t understand properly so dropped the idea of using it. Have never noticed pay x on website before.

• Although have been using the portal from 3 years still doesn’t have any idea about the Application.

• Users journey with IndiaMART comes to an end after supplier introduction. Never explored message centre.

• Requires pay X services but have never noticed the option on website.

• D and B enterprises (GL id- 4488188) have three child GL ID’s ( 1661936 - Raj Kamboj ,6155451 - Bidya Nand and 29980512 - Abhilash Purushothama ) which are handled by different account holder under same company name. So if the accounts are under one company we can provide and option either club them or switch to other connected account for better experience.

Activity To understand user’s behaviour and his understanding with the portal an activity was performed where he was asked to post a buy Lead.

Requirement detail- ss sheet manufacturers • Searched on google - ss sheet manufacturers in noida • After ads Indiamart was there in the first three links. Opened the first link he could see.

• Lands on Dir

User get confused here if the list of suppliers in of manufacturers or not. Check the whole card to find the business type.

• Browse the list Manufacturer type was not auto selected when it was mentioned in the search.

The placement of the filter in left wasn’t noticeable by the user and was appearing after first scroll.

• Spots the BL form and fills all the ISQ’s and further waits for the suppliers list on SMS.

Other Gaps Below are the difficulties faced by the user while using the portal which he pointed out during the interview.

• Couldn’t find manufacturers only User searched for ‘cleanroom air shower manufacturers’ on google with an intent to find manufacturers only but on the portal couldn’t spot if the listed suppliers are manufacturers of not. Whereas their is a filter available on the left panel.

Solution • Business type tags can against each supplier card create focus.

• Filters can be showed in horizontal manner providing similar behaviour to ecommerce websites.

• Couldn’t find Noida city filter User searched for ‘fire fighting consultants in Delhi’ on google and after landing on Dir page he wanted to see suppliers for noida as well but couldn’t spot noida in the suggested cities.

• Forms without ISQ’s If user lands on my.indiamart.com through google the BL form doesn’t have any ISQ’s no product information available, in such case user writes all the information in the description itself.

Solution : Form can be made dynamic. So once the users fills in the product name, related ISQ’s can appear to have a better experience.