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BrandCloud Retailer Backend

2017 - 2018

Worked with software engineers from Prophet Digits Ltd.


BrandCloud is a unified "SaaS" Omni-Channel commerce platform for brands or manufacturers, importers and retailers to operate a global commerce network across available sales channels. Brands or manufacturers use BrandCloud as their core sales system in which an unlimited amount of physical retailers, distributors, sales-intermediates, online shops, and marketplaces can be fed simultaneously. Retailers use BrandCloud to be part of a brands digital but hybrid commerce world in which physical touch-points become more and more critical.


The BrandCloud retailer app I was redesigning, is the tool for retailers to sell products for partner brands.


*If you are interested in BrandCloud, please check for more information.

My Role


I led the BrandCloud backend redesign team.


Restructuring the information architecture

I reframed the product structure with the product manager of BrandCloud to build a better information architecture.


Creating better user flow

I partnered with other three software engineers to generate screen flowcharts, wireframes and prototypes for a better user experience and content strategy.


Designing better interface

I worked with some users and designed the interface that meets their needs.

The Challenge & Approach


To understand the whole selling process and a brand new business model for a designer like me is a challenge at the beginning. Therefore, I spent a lot of time talking to some brand founders and retailers to understand the full journey of a product from development to market, as well as the business game played by all parties involved through the selling process and every problem that comes with it.


Next, I did some studies to have a grasp of the core value and the solution BrandCloud can provide, and then maximized the effect by integrating it with the new information structure, user flow, and design.

The Vision


An ultimate control center


It is the vision of the BrandCloud backend to make an ultimate control center for every party involved. Its information transparency and profits-sharing system provide just the right environment for every party to focus on the job of its own and also cooperate in an efficient way. On this platform, brand manufacturers, importers, as well as retailers are no longer separate operating entities, but united partners who can share information, services, and profits instantly.

The Discovery


After interviewing some users, I found two main problems in the original backend.


1. Who am I?

Having multiple roles for one user in the backend is acceptable and convenient. However, operating the backend in the wrong role can lead to undesirable consequences. In the original backend, the information of user profile and user role were separated from each other. For a user who has multiple roles in different brands or shops, this may lead to some incorrect operations as a result of choosing the wrong role and the backend showing the wrong information.

The BrandCloud original app

2. Going too deep and getting lost


In BrandCloud, every product is unique. The users can obtain all the detailed information they need for a specific product, make an order and so on, in contrast to the original backend where they could easily get lost and waste their time in accessing a specific page or function.

The BrandCloud original app

The Wireframe


To solve the problems, I first came up with new ideas about the structure and content strategy. Then I partnered with three other software engineers to create wireframes. Gradually, the abstract concepts start to have a concrete look.


The following picture shows one of the wireframes.

The variants wireframe

Key Design Details


1. Always play the right role 


I have designed it in a way that a user can know in which brand/shop he/she is at and what role he/she is playing anytime when navigating the new backend.​​

2. The "multiple-page-in-one-window" 


In particular, the “multiple-page-in-one-window” I designed helps the users dig into the database and retrieve the needed information efficiently, while maintaining an overall view of the structure.

3. Lift the weight

I also reconstructed a "lighter" interface to balance against an enormous amount of retails information, in which a bright color is used to serve as a guide to important buttons and functions, creating a painless navigating experience.

The gallery


The following gallery shows some of the designs of BrandCloud backend.

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