B2B2C E-commerce platform - Infinitus

From Transactional to Tactical: Digital Direct Selling Redesign

In the world of Multi-Level Marketing (MLM), ordering can be a daunting task for distributors. Each month, they must strategically place orders to enjoy passive income and maximize their team's bonus.

This case study explores the transformative journey of Infinitus' digital platform, shifting its focus from an e-shop catering to customers to an innovative ordering calculator tailored specifically for distributors. By doing so, we aimed to empower our distributors with a user-friendly tool that simplifies the ordering process and unlocks new opportunities for growth and success.

Role.
UI/UX Designer

Team.
LKK Health Product Group IT Team
1x Junior UIUX designer

Scope.
UX Research - User interview | Research analysis | MVP testing
UX design - Usability test | Prototyping
UI design - Visual design | Photography

Overview.

As the lead UI/UX designer hired by LKK Health Product Group, I spearheaded a critical project aimed at transforming their overseas Multi-Level Marketing (MLM) platform.

I worked in close collaboration with:

  1. Product Manager: Coordinated product development to ensure seamless integration of features and functionalities.

  2. Marketing Manager: Strategized marketing campaigns to effectively promote the digital direct selling model globally.

  3. Engineers: Ensured technical feasibility and implementation of design concepts.

To gain in-depth knowledge of the industry and products, I participated in:

  1. Distributor Training Course: Attended a comprehensive training program to understand MLM dynamics and Traditional Chinese Medicine (TCM) principles.

  2. Product Experience: Tried LKK's health products firsthand to appreciate their benefits and effectiveness.

  3. Private Visit to Hong Kong Studio: Visited their studio in Hong Kong to gain insights into their operations, culture, and values.

My primary objective was to design an e-shop for each overseas distributor, empowering them to:

  1. Sell Products to Consumers: Create a user-friendly platform for distributors to sell LKK's health products to local consumers.

  2. Order Products Efficiently: Develop a seamless ordering system for distributors to procure products, facilitating global expansion.

By creating an e-shop for each distributor, we aimed to establish a strong online presence in various markets without the need for physical offices, shops, or outlets. This project required meticulous attention to detail, collaboration among stakeholders, and a deep understanding of UI/UX design principles, MLM dynamics, and TCM knowledge.

Background.

As the No.1 direct selling company in China, Infinitus achieved remarkable success in 2017, recording a staggering 213 billion in sales.

With its strong focus on Chinese herbal supplements and property investment, the company established itself as a market leader.

Building on this momentum, Infinitus set its sights on international expansion, looking to tap into new markets and customers worldwide. The next chapter in their journey was about to begin.

Guangzhou Infinitus plaza designed by the world-renowned architect - Zaha Hadid.

Challenges.

As Infinitus embarked on its global journey, our team faced several challenges:

  1. Lack of MLM Expertise: Without prior knowledge in Multi-Level Marketing (MLM), we struggled to understand the intricacies of this business model.

  2. Unfamiliarity with Ordering Patterns and Promotion Strategies: We found it difficult to grasp how distributors operate, including their ordering patterns and promotion strategies.

  3. Selling Homogenous Products: The challenge lay in making a unique selling proposition for a homogenous product line, requiring us to think creatively about differentiation.

The first international market we targeted was Canada, but we faced an additional hurdle:

  1. TCM Fit for the Canadian Market: We questioned whether Traditional Chinese Medicine (TCM) would resonate with Canadians, given their limited experience and knowledge of TCM.

  2. Complexity of B2B2C Platform: Infinitus' platform is a B2B2C model, which added complexity to our design:

    • Each distributor will have an e-shop (consumer buying under that particular eshop will give bonus points to the distributor)

    • Distributors need to place orders strategically each month to enjoy passive income and maximize their team's bonus.

    • The platform must cater to distributors' needs, while also providing a seamless experience for consumers.

The original ordering page in the internal member site was purely designed for distributors. (limited product details and limited functions)

Research.

Delving into Direct Selling Business Dynamics

To grasp the intricacies of Infinitus's direct selling business, I embarked on several research endeavors:

  1. Qualitative Interviews with Distributors: Conducted in-depth interviews with distributors in Hong Kong to gain insights into their ordering patterns and habits.

  2. Stakeholder Input: Gathered requirements and comments from the marketing team and potential distributors in Canada to understand their needs and expectations.

  3. Workshops with Local Office and CS Team: Facilitated workshops with the local office and customer support (CS) teams to gather feedback on our design directions.

To further enhance my understanding of direct selling business models, I also:

  1. Explored Competitors' Platforms: Joined competitors' online platforms (Pruvit, Ariix, doTERRA, Nerium, etc.) in the US and Canada to gain a deeper understanding of their business strategies and best practices.

  2. Empathized with Customers: Through this exercise, I aimed to develop a more empathetic perspective on the needs and challenges faced by customers and distributors alike.

Research insight.

Our research revealed several key insights into the intricacies of Multi-Level Marketing (MLM) business operations:

  1. Trust is the Primary Asset: In MLM businesses, offline operations play a vital role in building trust between distributors and customers.

  2. Personal Touch Matters: Distributors often prefer to give products from their inventory to customers in person, allowing them to establish trust and provide guidance on product usage.

  3. Retail Tiers are Secondary: Our findings suggest that retail tiers are the least focused aspect of MLM businesses, with a greater emphasis on building a loyal team.

  4. Revenue Streams: A staggering 99% of revenue comes from distributors, particularly those in fast-growing teams, rather than consumers.

  5. Business Partnerships over Sales: Distributors prioritize finding business partners over making sales, highlighting the importance of long-term relationships in MLM success.

  6. Ordering Strategies: To maximize team bonus, distributors place orders strategically, often coordinating with their downline to achieve this goal.

  7. Senior Distributor Influence: Senior distributors frequently hold meetings to discuss ordering strategies and then instruct their downline on how much they need to order.

Above diagram illustrates the ideal flow of the e-shop before research.
The shop is designed to gather sales and get new leads online; distributors only need to pay effort on customising the website and money for the online advertisement.

Above diagram illustrates how distributors work on recruiting new leads.
Offline operation is so essential for the recruitment process as it builds relationship and trust to the potential customers. These potential customers will get a more significant chance to become their business partner and help them to expand their team.

Proposed solutions.

Create A better ordering “calculator” For Distributors To Plan the ordering amount to maximise their bonus at ease And improve their working efficiency and team planning efficiency

Create A comprehensive online catalogue For Distributors To introduce our company, products, and TCM to their potential customers at any time anywhere through IM and SNS And improve their recruitment efficiency

To address the unique requirements of Infinitus's direct selling business, we propose a website design that prioritizes the following key features:

  1. Distributor-Centric Design: The website will serve as an entry point for potential distributors to learn about our brand and products.

  2. Product Showcase: The design will focus on showcasing our product line as an online catalogue, highlighting its benefits and unique selling points.

  3. Distributor Ordering System: A streamlined ordering system will be implemented for distributors to place orders efficiently.

Our goal is to create a user-friendly website that meets the needs of both potential distributors and existing customers. By prioritizing distributor-centric design and product showcase, we aim to:

  1. Attract New Distributors: Create an engaging experience that encourages new distributors to join our network.

  2. Enhance Product Visibility: Showcase our products in a visually appealing manner, highlighting their benefits and unique features.

  3. Simplify Ordering for Distributors: Develop a user-friendly ordering system that streamlines the process for distributors.

Design.

Enhancing User Experience for Distributors and Consumers

Our design solution addresses the unique needs of Infinitus's direct selling business by creating a user-friendly online catalogue and ordering system.

Online Catalogue

  • Trust-Building Features: A well-designed online catalogue with company background, TCM knowledge, and comprehensive product details helps build trust with potential consumers or business partners.

  • Customised Header and Personalised Message: The landing page features a customised header and personalised message to engage distributors and attract new business partners.

Product Details

  • Enhanced Product Visibility: Product images and detailed information are added for consumer tier, enabling them to make informed purchasing decisions.

  • Distributor-Friendly Design: Distributors can easily access product details and bulk order features.

Ordering System

  • Quick Ordering Flow: Distributors enjoy a streamlined ordering process, allowing them to check out from the product listing page without needing to navigate between pages.

  • Bonus Point Calculator: A modal is added to help distributors calculate their bonus points, enabling them to make informed decisions about product combinations.

Share Cart Function

  • Team Leadership Feature: Senior members can assign tasks to their downline using the share cart function, promoting teamwork and maximising team bonuses.

Product Listing Page for Non-Distributors

  • Recruitment Banner: A recruitment banner is featured on the product listing page to attract new business partners.

  • Common Ordering Flow: Consumers follow a standard ordering flow (product listing > product details > cart > check out) to ensure a seamless experience.

The landing page consists of the following parts
(i.e. TCM knowledge, company, opportunities for joining our business, key products, and distributors’ contacts)
with customised header and personalised message.

Product images and comprehensive product details have been added for consumer tier.

Product listing page for non-distributors consists of a recruitment banner and grid view of products.
Consumers will follow the common ordering flow(i.e. product listing > product details > cart > check out)

Calculator modal, quick checkout, and share cart function have been added to target the distributors’ ordering behaviour.

Impact / Learnings.

The launch of our revamped platform has yielded significant positive outcomes, demonstrating its effectiveness in enhancing user experience and achieving business objectives:

  1. Significant Increase in Usage: The platform's usage increased by a remarkable 68.9% compared to the average figure before its launch. This surge in engagement suggests that the new design resonates with users.

  2. Moderate Growth in Ordering Amount: Although the ordering amount only saw a slight increase of 10%, this modest growth is likely due to the platform's focus on building trust and introducing Traditional Chinese Medicine (TCM) principles, rather than solely prioritizing sales.

  3. High Net Promoter Score (NPS): The new platform scored an impressive 8 in NPS, indicating that distributors are highly satisfied with their experience. This high satisfaction level is a testament to the platform's ability to meet the needs of its users.

Insights and Takeaways

Our analysis reveals:

  1. Prioritizing User Experience: By focusing on building trust and introducing TCM principles, we have created a platform that resonates with distributors and their customers.

  2. Balancing Sales and Education: Our approach has allowed us to strike a balance between driving sales growth (through a 10% increase in ordering amount) and promoting education about TCM.

  3. Net Promoter Score as a Key Metric: The high NPS score demonstrates the importance of measuring user satisfaction through metrics like Net Promoter Score, which can provide valuable insights into the effectiveness of our design decisions.