Spotlight | Wesley Portfolio

Amazon FBA

Ecommerce Full Chain (Transformation & Launch)

These are one of my highlights of my career. Full-chain development and launch across 40+ cities in the US marketplace .

Amazon FBA

ECommerce Full Chain Transformation & Launch

Overview

The COVID-19 pandemic in 2020 marked a turning point in history. Three and a half years of lockdowns and social distancing led to a global shift towards mobile-first lifestyles, particularly in online shopping and on social media platforms like Instagram and TikTok.

The rise of influencer marketing, coupled with the AI revolution, further transformed the online shopping landscape, driving the dominance of platforms like Instagram and TikTok.

Global online sales increased from $3.5 trillion in 2019 to an estimated $5.2 trillion in 2024, a growth of 48%.

Global influencer marketing spending increased from $2 billion in 2019 to estimated $7 billion in 2024, a growth of 200%.

This increase highlights the growing importance of influencer marketing in online shopping as part of the overall marketing strategies of brands, driven by platforms like Instagram, TikTok, and YouTube.

In this project, I led cross-functional teams in the full-chain development and launch of eCommerce products across 40+ cities in the US marketplace on the Amazon FBA platform. The launch of an AI-driven chatbot, available 24/7, achieved a 100% customer satisfaction score and increased customer engagement by 30%. Additionally, the automation of AI-driven advertising enhanced ad spend efficiency by 30%. I also developed a comprehensive roadmap for an influencer marketing system across various social media platforms.

Persona #1
Alan Harris - Online Shopper

Customer Journey Map

Research
Road Map

Product

Discover Product demand in the ecommerce market place and check if the product has been patented or Trademarked.

Research
Patent Check
Product Demand
Developer Validation

Customer

Discover customer’s top pain points in the ecommerce market place through data analytics then send small batches of the product to be validated.

Research
Validation
Reviews
Surveys
Data Analytics

Business

Discover business users (CEO, Finance, Sales, Marketing, CS, Tech, Procurement, Supplier) top pain points through Surveys, reports, analytics etc.

Research
Validation
Business Report
Surveys
Data Analytics

MVP

Design and develop MVP and conduct A/B Test in the ecommerce market place for validation.

Design
Develop
A/B Test
MVP Listing
MVP Design
MVP Product
MVP A/B Test

User Research

Concerns of Customers

Difficulty in Finding Suitable Products:

Customers expressed frustration with the time required to search for suitable products and the overwhelming number of search results, making it difficult to find quality products.

This indicates a need for better search functionality, filtering, and personalization.

Inefficient Purchase Process:

Several customers found the purchase process to be tedious, inefficient, and frustratingly slow. This includes issues with ordering and payment, confusing interfaces, and too many steps, all of which suggest a need for a more streamlined and user-friendly checkout process.

Lack of Complete Information:

Customers noted that sites often don't provide all the information needed to make an informed selection. This uncertainty, combined with concerns about online fraud and the inability to find the right size or fit, highlights the need for better product descriptions, clearer communication, and possibly enhanced customer support.

Concerns of Business

Challenges in in managing Ad Cost

Ads Managers often feel burn out with managing high advertising cost and complexity of Amazon Ads operations 24/7 across diverse product range. They also face fraud and competitor click farms. This underscores the need for enhanced advertising functionality.

Challenges in managing Supply Chain

Supply Chain Managers frequently encounter cash flow issues due to fluctuating supplier costs, shipping delays, and inventory imbalances such as stockouts or oversupply across various product lines. These challenges can affect sales velocity. Automated re-ordering system is essential for ensuring inventory continuity.

Difficulty in managing Customers :

Customers enquiries 24/7 can be tough to handle.

Some customers prefer personal chats to answer questions then to scroll though and search. They also want personalized answers and questions on delivery time which can be automated through AI Chat bot

This is because customers noted that sites often don't provide all the information needed to make an informed selection. This uncertainty, combined with concerns about online fraud and the inability to find the right size or fit, highlights the need for, responsive communication, and possibly enhanced customer support.

Concerns of Influencers

Content Saturation and Competition

The crowded social media space makes it difficult for influencers to stand out and maintain high engagement levels, leading to significant pressure to constantly produce innovative content

.

Algorithm Changes and Platform Dependence

Sudden changes in social media algorithms can drastically reduce their content's visibility, making it challenging to reach their audience and maintain consistent engagement.

Balancing Authenticity with Monetization:

Influencers often struggle to maintain authenticity while promoting sponsored content, which can lead to a loss of trust and credibility with their audience if not handled carefully.

Round Two Survey
Collective Feedback

1. Integration and Collaboration: Enhance collaboration and integration between influencers, eCommerce platforms, and consumers to streamline digital engagement.

2. Advanced Personalization: Leverage advanced analytics and AI to refine personalization strategies and improve overall user experience.
Transparency and Authenticity: Ensure transparency in advertising and maintain authenticity in influencer marketing.

3. Efficient Tools: Develop user-friendly tools that facilitate effective management of digital interactions.

4. Customer Support: Improve customer support systems to address needs across all groups effectively.

5. Data Privacy: Prioritize data privacy and security to build trust and protect consumer information.

How do these concerns inform our design?

Common Theme

Each group leverages digital tools and platforms to enhance interactions, drive engagement, and build meaningful connections.

Deeper Insights

Synergy in Digital Strategies: The integration of personalization across online shopping, eCommerce operations, and influencer marketing enhances the effectiveness of digital strategies.
Each group benefits from leveraging data and digital tools to create meaningful and engaging experiences.

Consumer-Centric Approach: A focus on personalization helps all three groups—shoppers, eCommerce owners, and influencers—align with consumer expectations and preferences, leading to improved satisfaction, engagement, and business outcomes.

Round Two Survey
Collective Feedback

1. Integration and Collaboration: Enhance collaboration and integration between influencers, eCommerce platforms, and consumers to streamline digital engagement.

2. Advanced Personalization: Leverage advanced analytics and AI to refine personalization strategies and improve overall user experience.
Transparency and Authenticity: Ensure transparency in advertising and maintain authenticity in influencer marketing.

3. Efficient Tools: Develop user-friendly tools that facilitate effective management of digital interactions.

4. Customer Support: Improve customer support systems to address needs across all groups effectively.

5. Data Privacy: Prioritize data privacy and security to build trust and protect consumer information.

How do these concerns inform our design?

Common Theme

Each group leverages digital tools and platforms to enhance interactions, drive engagement, and build meaningful connections.

Deeper Insights

Synergy in Digital Strategies: The integration of personalization across online shopping, eCommerce operations, and influencer marketing enhances the effectiveness of digital strategies.
Each group benefits from leveraging data and digital tools to create meaningful and engaging experiences.

Consumer-Centric Approach: A focus on personalization helps all three groups—shoppers, eCommerce owners, and influencers—align with consumer expectations and preferences, leading to improved satisfaction, engagement, and business outcomes.

Product Opportunities

Online Shoppers

1. AI Chatbot for Social Media:

24/7 Customer Support
Personalized Interactions
Order Tracking

2. AI Driven Product Search Tools:

Product Comparison Tools: Comparing features, prices, and reviews.
Price Tracking and Alerts: Monitoring price changes and notifying users.

3. AI Screening of products:

Damage Detection
Quality Assurance
Real-time Monitoring
Ensure product reliability & satisfaction

4. AI for Trust & Safety:

Data Security, Product Authenticity, Problem Resolution, Transparency, Secure Payments, Trustworthy Communities. E.g. Identify & stop fake reviews to improve consumer trust.

5. Hyper-Personalization:

AI-Powered Personalization
AI Shopping Assistant
Personalized Product Recommendations

6. Virtual Reality Shopping Experiences (Moon Shot)

7. AI-Driven Sustainability Ratings (Moon Shot)

8. Hyper-Local Fulfillment Centers (Moon Shot)

9. Hyper-Immersive Social Commerce (Moonshot)

Business Owners

1. AI Advertising Automation: AI for managing Ad campaigns & placements.

2. Influencer Collaboration & Management Software.

3. AI-Powered Customer Support on Social Media Platform.

4. AI to prevent damaged products from arriving on your doorstep.

5. Inventory Management: Predictive analytics for stock management.

6. Sales Forecasting: Predictive models for future sales trends.

7. Product Research Tools: AI-driven market analysis and keyword research.

8. Fraud Detection: Monitoring tools for identifying fraudulent activities.

9. AI to Identify & stop fake reviews.

10. Pricing Optimization: Dynamic pricing tools based on competitor analysis.

11. AI Driven Dynamic Supply Chain Sourcing Platform

Global
Regional
Local

12. AI-Driven Hyper-Personalization Engines (Moonshot).

13. Crowdsourced Product Development Platforms (Moonshot).

14. AI-Powered Dynamic Pricing Models (Moonshot).

15. Fully immersive social commerce ecosystems (Moonshot).

Influencers

1. Influencer Collaboration & Management Software Seller Search / Creator Search.

2. AI-Powered Chatbot on Social Media Platform.

3. Influencer Marketing Platforms:

Creator Marketplace
Campaign management
Performance Tracking

4. AI-Powered Content Creation Tools:

Script creator, Video generator, Music Library Game-changer for Influencers.

5. Audience Analytics: Understanding audience demographics and engagement. Knowing your audience is critical for crafting content that resonates & increases engagement.

6. Ad Optimization: Targeting and improving engagement on social media ads.

7. Sentiment Analysis: Gauging audience sentiment and feedback.

8. Automated Posting and Scheduling: AI-driven optimal posting times.

9. Influencer-Driven Metaverse Shopping Impact (Moonshot).

10. Crowdsourced AI Content Creation Platforms (Moonshot).

11. Real-Time Global Influencer Hubs (Moonshot).

Product Opportunity 1

AI Chatbot on Social Media

Product

An AI-driven customer support platform that offers real-time assistance, automated responses, and personalized support across various channels.

Features

AI chatbots and virtual assistants for handling common inquiries and support issues. Personalization features to tailor responses based on user history and preferences.

Integration with eCommerce and social media platforms for seamless support.

Benefit

Enhances customer support for online shoppers, providing quick and personalized assistance, while also supporting eCommerce owners and influencers with efficient interaction management.

Product Opportunity 2

Influencer Platform

Product

A platform designed to streamline the process of managing influencer collaborations, from discovery and outreach to campaign execution and performance tracking.

Features

Tools for finding and evaluating influencers for fit and engagement metrics.

Automated campaign management and tracking tools.

Performance analytics and ROI measurement features.

Benefit

Simplifies the management of influencer partnerships for brands, making it easier to create effective campaigns and measure their success.

Product Opportunity 2

Influencer Platform

Product XXX

A platform designed to streamline the process of managing influencer collaborations, from discovery and outreach to campaign execution and performance tracking.

Features

Tools for finding and evaluating influencers for fit and engagement metrics.

Automated campaign management and tracking tools.

Performance analytics and ROI measurement features.

Benefit

Simplifies the management of influencer partnerships for brands, making it easier to create effective campaigns and measure their success.

Persona: Clarence Cheung

Age: 35
Gender: Male
Location: Singapore
Occupation: Amazon Entrepreneur specializing in kitchen products, i.e. tamagoyaki pans
Income: 7 Figure Revenue
Education: Bachelor’s Degree in Engineering
Marital Status: Married

Lifestyle and Interests

Hobbies: Cooking and travelling.
Tech Savvy: Comfortable with technology

Goals

Long-term Growth: Build a sustainable and scalable business on Amazon.
Profitability: Maximize profits while maintaining high-quality standards.
Customer Satisfaction: Deliver exceptional customer experiences and build a loyal customer base.
Brand Recognition: Establish a strong brand presence on Amazon.

Personal Motto

“Those who love the destination usually will not reach the destination. But those who love the journey will find themselves reaching multiple destinations. – Clarence”

PERSONA PRODUCT INTEREST

AI Operations

- AI operations are essential for streamlining and scaling Amazon FBA businesses efficiently in a highly competitive marketplace

Supply Chain forecasting

- Use AI tools to predict demand accurately, ensuring the right stock levels to avoid overstocking or stockouts, which directly impacts customer satisfaction & profitability.

AI PPC

- Leverage AI to optimize pay-per-click (PPC) campaigns, maximizing ad spend efficiency, improve targeting & return on investment (ROI) for increased sales.

Influencer Marketing

- To scale, influencer marketing can be a powerful tool to drive traffic, increase sales & build brand recognition on and off platform.

AI Chatbot (on Social Media Platform)

- AI chatbot can improve customer experience, increase sales & operational efficiency

Focuses on optimizing operational efficiency & boosting sales. In essence is decreasing bottom line and increasing revenue for profit in the dynamic business for ecommerce.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Targeted Ads
Influencer-driven Content
Strategic Email Marketing Targeted Ads, Influencer-driven content, and Strategic email marketing—can effectively engage and promote your AI-powered influencer marketing solution.

HOW WOULD PERSONA USE PRODUCT

AI Automation Advertising

AI-driven automation enables users to manage multiple campaigns while making real-time, data-driven decisions to optimize their advertising strategies & maximize ROI.

Influencer Collaboration & Management Software

Influencer marketing can engage target audience in a more relatable & effective way, leading to increased trust, higher conversion rates, and growth in sales.

AI-Powered Chatbot on Social Media Platform

AI chatbot into your Amazon FBA business operations, you can streamline processes, enhance customer engagement, and ultimately drive growth and efficiency

HOW WILL PERSONA BE BILLED AND PAY FOR THE PRODUCT?

Billing: Email Invoice.
Payment Methods: Payments are made via credit card.
Payment Frequency: Monthly or yearly.

WHAT SUPPORT DOES FBA SELLER EXPECT FROM PLATFORM?

Guidelines: Clear advice on all Seller guidelines & policies.
Fee structure: Transparent breakdown of all fees for fulfillment, referral & storage.
Tutorials: Access to tutorials & best practices for utilizing the platform.
FAQ: Comprehensive FAQ section for common queries.
Seller Support: Responsive customer service to resolve issues & disputes related to account management, fulfillment, and product listings.

PERSONA PRODUCT NEEDS

AI Automation Advertising:

Increase ROI
Ensure efficient ad spend - Advertising cost control
Manage ads for multiple products - AI-driven PPC automation
Manage multiple campaigns - Improves campaign performance
Make time sensitive business decisions - Real-time data analytics
Make strategic business decisions- via Customizable algorithms

Influencer Collaboration & Management Software:

Search for Influencers - Alignment & reviews of influencers
Data analytics: Metrics for views, leads, conversion & ROI.
Campaign Management

– Communication on requirements on compliance & brand safety.

– Budget & payment.

AI-Powered Chatbot on Social Media Platform:

Deliver fast responses 24/7
Build Contact List, generate and collect leads, and re-engage prospects, so you can speak with those who are interested
Shave down the time it takes to get a prospect on a call, launch new collections, gather reviews, and share partner products!

These tools can help streamline operations, enhance marketing efforts & improve customer service, leading to better efficiency & potentially higher sales.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

Platform Dependency:

Challenges: Heavy reliance on one platform can be risky, as any changes in policies or algorithms can impact sales and visibility.
Solutions: Utilizing tools like AI for ad optimization and influencer marketing to diversify advertising efforts outside of platform.

Complexity with Many Moving Parts:

Challenges: Managing multiple aspects such as customer service, sales, inventory, and cash flow can be overwhelming.
Solutions: Chatbot for customer service, demand forecasting systems & AI for operations can optimize productivity & cash flow.

Cashflow Intensive Business:

Challenges: The need for upfront investment in inventory, ongoing operational costs and shipping cost can strain cash flow.
Solutions: Leveraging solutions like SI Ads for efficient advertising, influencer marketing for cost-effective promotions, & chatbots for customer service can help manage cash flow more effectively.

Challenges in inventory management, high fees, and global competition, all of which impact profitability. Additionally, managing customer service, handling returns, and optimizing advertising require continuous effort and effective strategies.

Seller Journey Map

Product Opportunities

Online Shoppers

1. AI-Driven Chatbot for Social Media:

24/7 Customer Support
Personalized Interactions
Order Tracking

2. AI Driven Product Search Tools:

Product Comparison Tools: Comparing features, prices, and reviews.
Price Tracking and Alerts: Monitoring price changes and notifying users.

3. AI Screening of products:

Damage Detection
Quality Assurance
Real-time Monitoring
Ensure product reliability & satisfaction

4. AI for Trust & Safety:

Data Security, Product Authenticity, Problem Resolution, Transparency, Secure Payments, Trustworthy Communities. E.g. Identify & stop fake reviews to improve consumer trust.

5. Hyper-Personalization:

AI-Powered Personalization
AI Shopping Assistant
Personalized Product Recommendations

6. Virtual Reality Shopping Experiences (Moon Shot)

7. AI-Driven Sustainability Ratings (Moon Shot)

8. Hyper-Local Fulfillment Centers (Moon Shot)

9. Hyper-Immersive Social Commerce (Moonshot)

Business Owners

1. AI Advertising Automation: AI for managing Ad campaigns & placements.

2. Influencer Collaboration & Management Software.

3. AI-Powered Customer Support on Social Media Platform.

4. AI to prevent damaged products from arriving on your doorstep.

5. Inventory Management: Predictive analytics for stock management.

6. Sales Forecasting: Predictive models for future sales trends.

7. Product Research Tools: AI-driven market analysis and keyword research.

8. Fraud Detection: Monitoring tools for identifying fraudulent activities.

9. AI to Identify & stop fake reviews.

10. Pricing Optimization: Dynamic pricing tools based on competitor analysis.

11. AI Driven Dynamic Supply Chain Sourcing Platform

Global
Regional
Local

12. AI-Driven Hyper-Personalization Engines (Moonshot).

13. Crowdsourced Product Development Platforms (Moonshot).

14. AI-Powered Dynamic Pricing Models (Moonshot).

15. Fully immersive social commerce ecosystems (Moonshot).

Influencers

1. Influencer Collaboration & Management Software Seller Search / Creator Search.

2. AI-Powered Chatbot on Social Media Platform.

3. Influencer Marketing Platforms:

Creator Marketplace
Campaign management
Performance Tracking

4. AI-Powered Content Creation Tools:

Script creator, Video generator, Music Library Game-changer for Influencers.

5. Audience Analytics: Understanding audience demographics and engagement. Knowing your audience is critical for crafting content that resonates & increases engagement.

6. Ad Optimization: Targeting and improving engagement on social media ads.

7. Sentiment Analysis: Gauging audience sentiment and feedback.

8. Automated Posting and Scheduling: AI-driven optimal posting times.

9. Influencer-Driven Metaverse Shopping Impact (Moonshot).

10. Crowdsourced AI Content Creation Platforms (Moonshot).

11. Real-Time Global Influencer Hubs (Moonshot).

Persona #3
Caitanya Tan - Social Media Influencer

Product Opportunity 3

AI Automation Advertising

Product

A tool that ensures transparency and authenticity in advertising. This could include features for tracking sponsored ads.

Features

Monitoring tools for tracking compliance with advertising standards. Reporting and analytics for assessing the impact.

Benefit

Reduce cost of advertising on platform by optimizing placing ads with highest ROI.

Persona: Caitanya Tan

Social Media Influencer: @caitofalltraits
Age: 35
Gender: Female
Occupation: Actress, Host, Voice Over Artist, Corporate & Gala Emcee
Education: Degree in Musical Theatre
Marital Status: Married

Lifestyle and Interests

Hobbies: travelling.
Tech Savvy: Comfortable with technology

Goals

Long-term Growth:
Build a business with multiple income streams while maintaining a balanced lifestyle with family and friends.
Profitability: Maximize profits while maintaining high-quality standards.
Customer Satisfaction: Deliver exceptional customer experiences and build a loyal customer base.
Brand Recognition: Establish a strong presence on social media platforms.

Personal Motto

“Authentically sharing with you my journey & other stories, though its a lot of work”

PERSONA PRODUCT INTEREST

Monetization Opportunities: Influencers are interested in methods to increase their revenue through various channels.
Enhanced Content and Engagement: They seek tools that help deliver high-quality content and foster better engagement with their audience.
Leverage eCommerce Marketplace Trust and Infrastructure: Influencers want to take advantage of the trust and infrastructure provided by established eCommerce platforms.

These interests align with influencers' goals of boosting revenue, creating engaging content, and leveraging the benefits of a trusted platform.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Social Media and Online Communities: Influencers often discover new products and opportunities through their social media feeds.
Word of Mouth and Peer Recommendations: Recommendations from peers & other influencers can significantly impact their awareness & interest in new products.
Website and Marketing Campaigns: Direct marketing efforts, such as targeted ads and promotional campaigns, help reach influencers by utilizing their browsing habits and online behavior.

These methods effectively reach influencers by leveraging their existing networks, social media engagement, and targeted marketing efforts.

HOW WOULD PERSONA USE PRODUCT

Build your storefront Product List: Create a Personalized Storefront: Develop a storefront featuring promoted products tailored to audience.
AI Recommendations: Utilize AI to suggest products based on social media activity and engagement.
Create Affiliate Links: Link Integration: Seamlessly integrate affiliate links into social media platforms. Generate Unique Links: Produce unique affiliate links for tracking sales and earning commissions.
Leverage a Trusted Platform and Brand Credibility: Utilize Platform Trust: Take advantage of the platform’s established reputation to build credibility. Marketing Tools: Use available marketing tools to feature and promote content effectively.
Earn and maximize earnings: Optimize Earnings: Focus on strategies to maximize earnings through the platform. Free Participation: Benefit from participating in the program without upfront costs.

This approach enables influencers to effectively build their storefront, utilize AI for product recommendations, integrate affiliate links, and leverage the platform’s credibility while optimizing their earnings.

HOW WILL PERSONA BE BILLED AND PAID?

Commission-Based Payments: Commission is calculated as a percentage of sales generated through affiliate links.
Payment Methods: Payments are made via bank transfer or check.
Payment Frequency: Payments are processed on a monthly basis.

WHAT SUPPORT DOES INFLUENCER EXPECT FROM PLATFORM?

•Content Guidelines: Clear advice on content creation guidelines.

Tutorials: Access to tutorials for better understanding and utilizing the platform.
FAQ: Comprehensive FAQ section for common queries.
Account Support: Assistance with issues related to affiliate links & payment processing.

PERSONA PRODUCT NEEDS

Product List: Promoted Products: Provide a list of products that influencers are promoting. Other Products: Offer access to a comprehensive list of products across various categories.
Data Analytics: Performance Metrics: Detailed analytics including clicks, conversions, sales quantity, and earnings.
Insights: Insights into the performance of influencer products & content to guide optimization strategies.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

Challenges in Product Selection and Curation: Finding the Right Products: Difficulty in identifying products that align with the influencer’s brand and audience. Maintaining Product Relevance: Ensuring that curated products remain relevant and engaging to the audience over time.
Uncertainty in Performance and Earnings: Variable Earnings: Fluctuations in commission-based earnings create financial uncertainty. Performance Tracking: Complexity in tracking performance and optimizing strategies, requiring a learning curve.
Challenges in Balancing Content with Authenticity:
Maintaining Authenticity: Struggling to promote products while preserving the genuine nature of content. Perception Issues: Risk of being viewed as overly commercialized by the audience.

These pain points underscore the difficulties influencers face in product selection, financial uncertainty, and maintaining authenticity while promoting products through the Influencer Program.

Customer Segmentation

Online Shoppers

Demographic segmentation

Audiences based on age, gender, or education level. e.g. Gen X, Millennials, Gen Z

Geographic segmentation

Audiences based on their localities

e.g. US, Europe, Japan, Asia Psychographic segmentation Audiences based on the needs or wants of customers. e.g. Busy Parents, City working class

Behavioral segmentation

Audiences focuses on shopping behaviors.

e.g. Price sensitive customers

End Users (Gift receivers)

Infrequent Buyer (Buying for Gift giving) Dedicated Buyer (Amazon Prime Members)

Industry segmentation

Beauty, Healthcare, Home and Kitchen, Pets, Toys & Games

Influencers

Nano-Influencers: Followers: 1K - 10K

Characteristics: Highly engaged, close-knit audience. Personal and authentic content.

Micro-Influencers: Followers: 10K - 100K

Characteristics: Strong influence in their niche, high engagement rates. Trusted for recommendations.

Macro Influencers: Followers: 100K – 1M

Characteristics: Larger audience. Collaborate with major brands.

Mega-Influencers: Followers: 1M+

Characteristics: Celebrity status with massive reach. Influence broad trends.

Ecommerce Owners and staff

Founders/Owners:

Lead the business and make strategic decisions.

Ecommerce Managers:

Run daily operations and manage the online store.

Marketing Managers:

Drive traffic and sales through digital channels.

Operations Managers:

Handle purchasing, shipping, logistics and inventory management.

Customer Service Managers:

Assist customers and resolve their issues.

Persona #1
Alan Harris - Online Shopper

Influencer Journey Map

Persona: Alan Harris

Age: 57
Gender: Male
Location Oakland, CA, United States
Income: $200,000 annually
Occupation: Director @ Riverbed Technology

Lifestyle and Interests

Hobbies: Motor biking
Tech Savvy: Comfortable with technology
Shopping Preferences: Buy tons of stuff online, everything from household essentials to more specialized products for my motorcycles. Buy mostly from Amazon.
Values: Values fast and reliable delivery with a site that's available 24/7/365. Prefers a seamless transaction process that takes just a few clicks, with the site remembering preferences, payment details, and past purchases to make repeat purchases easy.

Goals

Customer Satisfaction
Quality Products

Comments

“I've found that Amazon is not delivering as reliably as it used to and not always getting my order right, which is a pain to return.”

PERSONA PRODUCT INTEREST

Improved Experience: Enhanced customer support for immediate question resolution.
Better Visibility and Search: Improved search functionality and visibility for hard-to-find products.
Special Returns and Exchanges: Streamlined and flexible returns and exchange processes.

The persona is interested in an enhanced customer experience, which includes immediate and effective customer support, improved search and visibility for hard-to-find products, and streamlined processes for returns and exchanges.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Email Notifications: Receives tailored updates and promotions directly in their inbox.
Homepage and Search Results: Updates on product information and updates through featured banners and search recommendations on the Amazon site.
Social Media and Influencer Marketing: Discovers products and enhancements via social media platforms like TikTok, Instagram and Facebook, through influencer.

These methods effectively reaches online shoppers through tailored email notifications, prominent features on the Amazon homepage and targeted social media marketing on platforms like TikTok, Instagram, and Facebook.

HOW WOULD PERSONA USE PRODUCT

AI-Powered Chatbot: The persona use text or voice for the AI-powered chatbot for customer support, assistance with returns and exchanges, on both platform and various social media platforms.
Influencer Recommendations: The persona seeks product recommendations from trusted influencers and then proceeds to add the recommended products to the shopping cart.

The persona uses the AI-powered chatbot for customer support and managing returns and exchanges on Amazon and social media platforms. They also rely on recommendations from trusted influencers to make purchasing decisions.

HOW WILL PERSONA BE BILLED AND PAID?

Payment Methods: The persona can use credit cards, debit cards, and gift cards, with payment information stored in their account for a seamless checkout experience.
Payment Frequency: Membership fees are renewed monthly.

WHAT SUPPORT DOES SHOPPER EXPECT FROM PLATFORM?

Customer Support: Assistance with issues related to shopping, payment, and refunds, ensuring smooth resolution of any account-related concerns.

PERSONA PRODUCT NEEDS

AI-Powered Chatbot on Social Media Platforms:

> Deliver fast responses 24/7.

> Provide answers to questions about products and returns.

> Help find exclusive products that are hard to locate.

> Offer support for any purchase-related issues.

Influencer Recommendations:

> Recommendations: Shoppers can follow their favorite influencers for product demonstrations and reviews.

> Product Links: Shoppers can add products to their cart directly from the influencer’s page.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

> Challenges in Product Selection: Difficulty in finding products amidst increasing choices.

> Product Accuracy: Frustration with discrepancies between product descriptions and the items received, including changes in advertised information.

> Customer Service: Struggle with navigating complex return processes and dealing with unhelpful customer service representatives.

> App Performance: Occasional slow performance and unresponsive features in the app, negatively impacting the shopping experience.

These pain points underscores the difficulties online shoppers face in finding products, frustration with discrepancies between product descriptions and actual items, struggles with complex return processes and unhelpful customer service, and encounters slow app performance that affects their shopping experience.

Customer Journey Map

Persona #2
Clarence Cheung-Amazon Seller

Clarence Cheung Amazon Seller_edited.jpg

Persona: Clarence Cheung

Age: 35
Gender: Male
Location: Singapore
Occupation: Amazon Entrepreneur specializing in kitchen products, i.e. tamagoyaki pans
Income: 7 Figure Revenue
Education: Bachelor’s Degree in Engineering
Marital Status: Married

Lifestyle and Interests

Hobbies: Cooking and travelling.
Tech Savvy: Comfortable with technology

PERSONA PRODUCT INTEREST

AI Operations - AI operations are essential for streamlining and scaling Amazon FBA businesses efficiently in a highly competitive marketplace
Supply Chain forecasting - Use AI tools to predict demand accurately, ensuring the right stock levels to avoid overstocking or stock outs, which directly impacts customer satisfaction & profitability.
AI PPC - Leverage AI to optimize pay-per-click (PPC) campaigns, maximizing ad spend efficiency, improve targeting & return on investment (ROI) for increased sales.
Influencer Marketing - To scale, influencer marketing can be a powerful tool to drive traffic, increase sales & build brand recognition on and off platform.
AI Chatbot (on Social Media Platform) - AI chatbot can improve customer experience, increase sales & operational efficiency

Focuses on optimizing operational efficiency & boosting sales. In essence is decreasing bottom line and increasing revenue for profit in the dynamic business for ecommerce.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Targeted Ads
Influencer-driven Content
Strategic Email Marketing Targeted Ads, Influencer-driven content, and Strategic email marketing—can effectively engage and promote your AI-powered influencer marketing solution.

HOW WOULD PERSONA USE PRODUCT

AI Automation Advertising AI-driven automation enables users to manage multiple campaigns while making real-time, data-driven decisions to optimize their advertising strategies & maximize ROI.

Influencer Platform for collaboration & management of Influencer marketing can engage target audience in a more relatable & effective way, leading to increased trust, higher conversion rates, and growth in sales.
AI-Powered Chatbot on Social Media Platform AI chatbot into your Amazon FBA business operations, you can streamline processes, enhance customer engagement, and ultimately drive growth and efficiency

HOW WILL PERSONA BE BILLED AND PAY FOR THE PRODUCT?

Billing: Email Invoice.
Payment Methods: Payments are made via credit card.
Payment Frequency: Monthly or yearly.

WHAT SUPPORT DOES FBA SELLER EXPECT FROM PLATFORM?

Guidelines: Clear advice on all Seller guidelines & policies.
Fee structure: Transparent breakdown of all fees for fulfillment, referral & storage.
Tutorials: Access to tutorials & best practices for utilizing the platform.
FAQ: Comprehensive FAQ section for common queries.
Seller Support: Responsive customer service to resolve issues & disputes related to account management, fulfillment, and product listings.

PERSONA PRODUCT NEEDS

AI Automation Advertising:

Increase ROI
Ensure efficient ad spend - Advertising cost control
Manage ads for multiple products - AI-driven PPC automation
Manage multiple campaigns - Improves campaign performance
Make time sensitive business decisions - Real-time data analytics
Make strategic business decisions- via Customizable algorithms

Influencer Collaboration & Management Software:

Search for Influencers - Alignment & reviews of influencers
Data analytics: Metrics for views, leads, conversion & ROI.
Campaign Management – Communication on requirements on compliance & brand safety.

– Budget & payment.

AI-Powered Chatbot on Social Media Platform:

Deliver fast responses 24/7
Build Contact List, generate and collect leads, and re-engage prospects, so you can speak with those who are interested
Shave down the time it takes to get a prospect on a call, launch new collections, gather reviews, and share partner products!

These tools can help streamline operations, enhance marketing efforts & improve customer service, leading to better efficiency & potentially higher sales.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

Platform Dependency:

Challenges: Heavy reliance on one platform can be risky, as any changes in policies or algorithms can impact sales and visibility.
Solutions: Utilizing tools like AI for ad optimization and influencer marketing to diversify advertising efforts outside of platform.

Complexity with Many Moving Parts:

Challenges: Managing multiple aspects such as customer service, sales, inventory, and cash flow can be overwhelming.
Solutions: Chatbot for customer service, demand forecasting systems & AI for operations can optimize productivity & cash flow.

Cashflow Intensive Business:

Challenges: The need for upfront investment in inventory, ongoing operational costs and shipping cost can strain cash flow.
Solutions: Leveraging solutions like SI Ads for efficient advertising, influencer marketing for cost-effective promotions, & chatbots for customer service can help manage cash flow more effectively.

Challenges in inventory management, high fees, and global competition, all of which impact profitability. Additionally, managing customer service, handling returns, and optimizing advertising require continuous effort and effective strategies.

Persona #2
Clarence Cheung-Amazon Seller x

User Stories & Acceptance Criteria

1. As an online shopper, I want to finding products amidst increasing choices so that I can make informed decisions quickly and efficiently, without feeling overwhelmed by the options.

Acceptance Criteria: Customers should be able to search for products easily with accurate descriptions in as advertised. Customer experience index should be in the healthy range of 4.0/5.0.

2. As an online shopper, I want to be able receive support online in 15 mins and return products with ease, so that I can have a seamless shopping experience and feel confident in my purchases.

Acceptance Criteria: The Chatbot reply in 5 to 10 minutes and provide support to customers questions especially on return of products.

3. As an eCommerce seller, I want to manage the full chain of ecommerce with ease and make overall profits and keep loss to the minimum, so that I can sustain and grow my business effectively.

Acceptance Criteria: The Chatbot and Full Chain systems should automated operations can optimize my productivity & cash flow.

4. As an eCommerce seller, I don’t want to be heavily reliant on one platform as it can be risky, as any changes in policies or algorithms can impact sales and visibility so that I can diversify my revenue streams and ensure the stability and growth of my business.

Acceptance Criteria: The systems shall utilizing tools like AI for ad optimization and influencer

5. As a Social Media Influencer, I want to be identify products that align with my audience and relevance and longevity over time. So that I can build trust with my followers, enhance my brand credibility, and ensure that my content resonates with their interests and needs.

Acceptance Criteria: The system shall recommend products and brands with metrics for influencer to choose the best products & businesses to work with.

6. As a Social Media Influencer, I want to predictable earnings and analytics to tracking performance, so that I can build authentic partnerships and provide valuable recommendations that resonate with my followers.

Acceptance Criteria: The system shall provide user friendly data analytics and metrics to Influencer with recommendations on campaigns. They include, conversion rate and sales data.

Reliability:

As a system owner, I want the system to be reliable 99.99% of the time so that I can ensure uninterrupted service, maintain user trust, and minimize

downtime or disruptions in operations.

Acceptance Criteria: The system uptime shall be higher or equal to 99.99%. The maximum time to fix any issue is 24 hours.

Performance: response time, accuracy, system uptime, data security.

3 years Product Road Map

Risk

Schedule Risk There might be conflict when scheduling / allocating engineering and design resources, which may lead to product launch delays.

Budget Risk Changes in scope and engineering rework might cause budget overruns.

Operational Risk As a growing start-up, a rapid expansion might cause chaos and inefficiency during prioritization.

Technical Risk There might be technology barriers or a high cost for the chip enabled pill organizer.

Market Risk The product might be subject to low customer adoption as it's the first of its kind in the market.

Business Risk Competitors might react quickly and allocate resources to create similar service to compete with us.

Mitigation

Set up effective meeting cadence (i.e. weekly progress report) to work with engineering, design and marketing team to pan out allocation ahead of time.

Create a buffer in financial planning. Build non-technical prototypes and ensure engineering resources are allocated to critical tasks only.

Use agile methodologies. Determine project roadblocks and adjust quickly.

Hire an expert/consultant in this industry to understand constraints and the best practice.

Keep stakeholders involved throughout the development process. Partner with pharmacy and insurance companies to promote this product at conferences/stores.

Optimize every factor of our value chains. Build strategic partnership with leading pharmaceutical firms, pharmacies, and insurance companies.

Seller Journey Map

Persona #2
Clarence Cheung - Amazon FBA Seller

Risk & Mitigation

Business Model
Marketplace

Persona #3
Caitanya Tan - Social Media Influencer

Overview

The COVID-19 pandemic in 2020 marked a turning point in history. Three and a half years of lockdowns and social distancing led to a global shift towards mobile-first lifestyles, particularly in online shopping and on social media platforms like Instagram and TikTok.

The rise of influencer marketing, coupled with the AI revolution, further transformed the online shopping landscape, driving the dominance of platforms like Instagram and TikTok.

Global online sales increased from $3.5 trillion in 2019 to an estimated $5.2 trillion in 2024, a growth of 48%.

Global influencer marketing spending increased from $2 billion in 2019 to estimated $7 billion in 2024, a growth of 200%.

This increase highlights the growing importance of influencer marketing in online shopping as part of the overall marketing strategies of brands, driven by platforms like Instagram, TikTok, and YouTube.

In this project, I led cross-functional teams in the full-chain development and launch of eCommerce products across 40+ cities in the US marketplace on the Amazon FBA platform. The launch of an AI-driven chatbot, available 24/7, achieved a 100% customer satisfaction score and increased customer engagement by 30%. Additionally, the automation of AI-driven advertising enhanced ad spend efficiency by 30%. I also developed a comprehensive roadmap for an influencer marketing system across various social media platforms.

Minimum Viable Product (MVP)
Ecommerce Product

Influencer
Journey Map

1. Market Research

Product Research: Use data analytics tools like Helium10 to analyze market demand, competition and trends.
Customer Research: Collect customer reviews to understand pain points and desired features.

2. Manufacture MVP Product

Find Suppliers: Use Alibaba to find manufacturers to create MVP.
Request Samples: Assess quality before order.

3. Create MVP Product Listing

MVP Images: Showcase your MVP product effectively.
Optimized Title and Description: Use relevant keywords in the title and description for better visibility in search results.

4. Package MVP Product

Follow platform’s guidelines for packaging & labeling of products.

5. Go-To-Market (GTM)

Ship MVP: Air-freight a small inventory of MVP to test the market.
Advertise MVP: Use Pay-Per-Click to drive traffic & sales for MVP.

6. Assess Product Market Fit

AI Ads: Collect insights on sales metrics, conversion rate, profitability and customer feedback for MVP.
Assess Product Opportunity: Make business decisions for product.

7. Improve or Expand Product Line

Adjust Product Features: Once the MVP is successful, consider making improvements to the product based on customer insights.
Expand Your Product Line: Once the MVP is successful, consider adding variations or complementary products.

8. Engage Influencers to promote product

Partner with social media influencers to reach a larger audience.

9. Ensure product comply with Platform

Ensure your product meets requirements and policies.

By following these steps, we can validate the MVP.

END

3 years Product Road Map

Minimum Viable Product (MVP)
AI Chatbot

According to a recent survey, 90% of consumers rated an “immediate response as important or very important” for their customer service expectations. Meanwhile, 75% of people expect help within five minutes.

AI Technique

Natural Language Processing (NLP) – NLP techniques are used to understand and interpret the meaning behind user inputs and respond to human language in a conversational manner.

AI Models & Platforms

BERT by Google Dialogflow
Llama 3.2 by Meta
GPT-4 by Open AI

These LLM models can detect user intents, extract relevant data

and handle context for managing conversations.

AI Techniques

Rule-Based Systems: For deterministic and predefined flows.

Flow-Based Design: For designing complex interaction flows.

Keyword Recognition: Specific keywords trigger predefined responses.

Intent Recognition: AI models to classify intents (BERT).

Multilingual Support: Powered by machine translation models.

Personalization Algorithms: AI/ML models to customize responses.

Impact on Metrics

Product Rating
Conversion Rate (CVR)

•Customer Experience (CX)

Inventory Performance Index (IPI)
Order Defect Rate (ODR)

Benefits for Customers

Serves the customers enquiries 24/7
Improve customers experience
Help with delivery enquiries
Helps with product search
Help recommend products

Benefits for Ecommerce Businesses

Helps CS Managers serve virtually unlimited customers 24/7 365days/yr
Helps CS Managers serves across-multiple platforms.
Helps nurture long term customers for future sales
Help in sales through upselling and cross-selling
Help collect feedback and reviews

Research Road Map

Product

Discover Product demand in the ecommerce market place and check if the product has been patented or Trademarked.

Research
Patent Check
Product Demand
Developer Validation

Customer

Discover customer’s top pain points in the ecommerce market place through data analytics then send small batches of the product to be validated.

Research
Validation
Reviews
Surveys
Data Analytics

Business

Discover business users (CEO, Finance, Sales, Marketing, CS, Tech, Procurement, Supplier) top pain points through Surveys, reports, analytics etc.

Research
Validation
Business Report
Surveys
Data Analytics

MVP

Design and develop MVP and conduct A/B Test in the ecommerce market place for validation.

Design
Develop
A/B Test
MVP Listing
MVP Design
MVP Product
MVP A/B Test

Minimum Viable Product (MVP)
AI Ads and Automation

AI-powered algorithms work 24/7 to optimize the business's competitive moat.

Risk & Mitigation

Business Model
Marketplace

User Research

Concerns of Customers

Difficulty in Finding Suitable Products:

Customers expressed frustration with the time required to search for suitable products and the overwhelming number of search results, making it difficult to find quality products.

This indicates a need for better search functionality, filtering, and personalization.

Inefficient Purchase Process:

Several customers found the purchase process to be tedious, inefficient, and frustratingly slow. This includes issues with ordering and payment, confusing interfaces, and too many steps, all of which suggest a need for a more streamlined and user-friendly checkout process.

Lack of Complete Information:

Customers noted that sites often don't provide all the information needed to make an informed selection. This uncertainty, combined with concerns about online fraud and the inability to find the right size or fit, highlights the need for better product descriptions, clearer communication, and possibly enhanced customer support.

Concerns of Business

Challenges in in managing Ad Cost

Ads Managers often feel burn out with managing high advertising cost and complexity of Amazon Ads operations 24/7 across diverse product range. They also face fraud and competitor click farms. This underscores the need for enhanced advertising functionality.

Challenges in managing Supply Chain

Supply Chain Managers frequently encounter cash flow issues due to fluctuating supplier costs, shipping delays, and inventory imbalances such as stockouts or oversupply across various product lines. These challenges can affect sales velocity. Automated re-ordering system is essential for ensuring inventory continuity.

Difficulty in managing Customers:

Customers enquiries 24/7 can be tough to handle.

Some customers prefer personal chats to answer questions then to scroll though and search. They also want personalized answers and questions on delivery time which can be automated through AI Chat bot

This is because customers noted that sites often don't provide all the information needed to make an informed selection. This uncertainty, combined with concerns about online fraud and the inability to find the right size or fit, highlights the need for, responsive communication, and possibly enhanced customer support.

Concerns of Influencers

Content Saturation and Competition:

The crowded social media space makes it difficult for influencers to stand out and maintain high engagement levels, leading to significant pressure to constantly produce innovative content.

Algorithm Changes and Platform Dependence

Sudden changes in social media algorithms can drastically reduce their content's visibility, making it challenging to reach their audience and maintain consistent engagement.

Balancing Authenticity with Monetization:

Influencers often struggle to maintain authenticity while promoting sponsored content, which can lead to a loss of trust and credibility with their audience if not handled carefully.

Go To Market (GTM)

Launch products in US in over 40+ cities using platform ads, promotions and social media influencers.

Amazon FBA
Ecommerce Full Chain Transformation & Launch

Overview

The COVID-19 pandemic in 2020 marked a turning point in history. Three and a half years of lockdowns and social distancing led to a global shift towards mobile-first lifestyles, particularly in online shopping and on social media platforms like Instagram and TikTok.

The rise of influencer marketing, coupled with the AI revolution, further transformed the online shopping landscape, driving the dominance of platforms like Instagram and TikTok.

Global online sales increased from $3.5 trillion in 2019 to an estimated $5.2 trillion in 2024, a growth of 48%.

Global influencer marketing spending increased from $2 billion in 2019 to estimated $7 billion in 2024, a growth of 200%.

This increase highlights the growing importance of influencer marketing in online shopping as part of the overall marketing strategies of brands, driven by platforms like Instagram, TikTok, and YouTube.

In this project, I led cross-functional teams in the full-chain development and launch of eCommerce products across 40+ cities in the US marketplace on the Amazon FBA platform. The launch of an AI-driven chatbot, available 24/7, achieved a 100% customer satisfaction score and increased customer engagement by 30%. Additionally, the automation of AI-driven advertising enhanced ad spend efficiency by 30%. I also developed a comprehensive roadmap for an influencer marketing system across various social media platforms.

A/B Testing

Risk & Mitigation

Risk

Schedule Risk There might be conflict when scheduling / allocating engineering and design resources, which may lead to product launch delays.

Budget Risk Changes in scope and engineering rework might cause budget overruns

Operational Risk As a growing start-up, a rapid expansion might cause chaos and inefficiency during prioritization.

Technical Risk There might be technology barriers or a high cost for the chip enabled pill organizer.

Market Risk The product might be subject to low customer adoption as it's the first of its kind in the market

Business Risk Competitors might react quickly and allocate resources to create similar service to compete with us.

Mitigation

Set up effective meeting cadence (i.e. weekly progress report) to work with engineering, design and marketing team to pan out allocation ahead of time.

Create a buffer in financial planning. Build non-technical prototypes and ensure engineering resources are allocated to critical tasks only.

Use agile methodologies. Determine project roadblocks and adjust quickly

Hire an expert/consultant in this industry to understand constraints and the best practice

Keep stakeholders involved throughout the development process. Partner with pharmacy and insurance companies to promote this product at conferences/stores

Optimize every factor of our value chains. Build strategic partnership with leading pharmaceutical firms, pharmacies, and insurance companies.

Instantly unearth insights, summarize results, and track trends with PickFu’s AI Highlights.

Round Two Survey
Collective Feedback

1. Integration and Collaboration: Enhance collaboration and integration between influencers, eCommerce platforms, and consumers to streamline digital engagement.

2. Advanced Personalization: Leverage advanced analytics and AI to refine personalization strategies and improve overall user experience.
Transparency and Authenticity: Ensure transparency in advertising and maintain authenticity in influencer marketing.

3. Efficient Tools: Develop user-friendly tools that facilitate effective management of digital interactions.

4. Customer Support: Improve customer support systems to address needs across all groups effectively.

5. Data Privacy: Prioritize data privacy and security to build trust and protect consumer information.

How do these concerns inform our design?

Common Theme

Each group leverages digital tools and platforms to enhance interactions, drive engagement, and build meaningful connections.

Deeper Insights

Synergy in Digital Strategies: The integration of personalization across online shopping, eCommerce operations, and influencer marketing enhances the effectiveness of digital strategies.
Each group benefits from leveraging data and digital tools to create meaningful and engaging experiences.

Consumer-Centric Approach: A focus on personalization helps all three groups—shoppers, eCommerce owners, and influencers—align with consumer expectations and preferences, leading to improved satisfaction, engagement, and business outcomes.

Metrics

Key Metrics from Business Reports are Sessions & Units ordered

Machine Learning & AI Techniques

Reinforcement Learning (RL), Time series forecasting, and Natural Language Processing (NLP) are used in AI Ads to optimize ads and supply chain by continuously learning from data and adjusting bids in real-time.

1.Reinforcement Learning (RL): Continuously improves ad strategies by learning from real-time feedback and making data-driven adjustments.

2.Natural Language Processing (NLP): Analyzes keywords and customer behavior to enhance ad relevance and targeting.

3.Time Series Forecasting:

Analyses and optimizes ads scheduling, supply chain demand, inventory management etc. based on historical data and patterns.

Impact on Metrics

These models improves key metrics such as Advertising Cost of Sales (ACoS) up to 30%, Return on Ad Spend (ROAS) from 3x to 7x and Click-Through Rate (CTR) from 1-1.5% by automating tasks like keyword targeting, bid adjustments, and budget allocation based on historical performance.

Benefits for Ads Managers

AI-driven Ads management helps Ads Managers maximizing profits. Saves thousands of hours with its 24/7 campaign management. It also provides actionable insights to scale Ads for multiple products.

Go To Market - (GTM)

Launch products in US in over 40+ cities using platform ads, promotions and social media influencers.

A/B Testing

Product Opportunities

Online Shoppers

1. AI-Driven Chatbot for Social Media:

24/7 Customer Support
Personalized Interactions
Order Tracking

2. AI Driven Product Search Tools:

Product Comparison Tools: Comparing features, prices, and reviews.
Price Tracking and Alerts: Monitoring price changes and notifying users.

3. AI Screening of products:

Damage Detection
Quality Assurance
Real-time Monitoring
Ensure product reliability & satisfaction

4. AI for Trust & Safety:

Data Security, Product Authenticity, Problem Resolution, Transparency, Secure Payments, Trustworthy Communities. E.g. Identify & stop fake reviews to improve consumer trust.

5. Hyper-Personalization:

AI-Powered Personalization
AI Shopping Assistant
Personalized Product Recommendations

6. Virtual Reality Shopping Experiences (Moon Shot)

7. AI-Driven Sustainability Ratings (Moon Shot)

8. Hyper-Local Fulfillment Centers (Moon Shot)

9. Hyper-Immersive Social Commerce (Moonshot)

Business Owners

1. AI Advertising Automation: AI for managing Ad campaigns & placements.

2. Influencer Collaboration & Management Software.

3. AI-Powered Customer Support on Social Media Platform.

4. AI to prevent damaged products from arriving on your doorstep.

5. Inventory Management: Predictive analytics for stock management.

6. Sales Forecasting: Predictive models for future sales trends.

7. Product Research Tools: AI-driven market analysis and keyword research.

8. Fraud Detection: Monitoring tools for identifying fraudulent activities.

9. AI to Identify & stop fake reviews.

10. Pricing Optimization: Dynamic pricing tools based on competitor analysis.

11. AI Driven Dynamic Supply Chain Sourcing Platform

Global
Regional
Local

12. AI-Driven Hyper-Personalization Engines (Moonshot).

13. Crowdsourced Product Development Platforms (Moonshot).

14. AI-Powered Dynamic Pricing Models (Moonshot).

15. Fully immersive social commerce ecosystems (Moonshot).

Influencers

1. Influencer Collaboration & Management Software Seller Search / Creator Search.

2. AI-Powered Chatbot on Social Media Platform.

3. Influencer Marketing Platforms:

Creator Marketplace
Campaign management
Performance Tracking

4. AI-Powered Content Creation Tools:

Script creator, Video generator, Music Library Game-changer for Influencers.

5. Audience Analytics: Understanding audience demographics and engagement. Knowing your audience is critical for crafting content that resonates & increases engagement.

6. Ad Optimization: Targeting and improving engagement on social media ads.

7. Sentiment Analysis: Gauging audience sentiment and feedback.

8. Automated Posting and Scheduling: AI-driven optimal posting times.

9. Influencer-Driven Metaverse Shopping Impact (Moonshot).

10. Crowdsourced AI Content Creation Platforms (Moonshot).

11. Real-Time Global Influencer Hubs (Moonshot).

System Architecture - Overview

System Architecture - High Level Overview_edited.jpg

Instantly unearth insights, summarize results, and track trends with PickFu’s AI Highlights.

Product Opportunity 1

AI Chatbot on Social Media

Product:

An AI-driven customer support platform that offers real-time assistance, automated responses, and personalized support across various channels.

Features:

AI chatbots and virtual assistants for handling common inquiries and support issues.

Personalization features to tailor responses based on user history and preferences.

Integration with eCommerce and social media platforms for seamless support.

Benefit:

Enhances customer support for online shoppers, providing quick and personalized assistance, while also supporting eCommerce owners and influencers with efficient interaction management.

System Architecture - AI Chatbot

Metrics

Business Reports, Sessions & Units ordered

Product Opportunity 2

Influencer Platform

Product

A platform designed to streamline the process of managing influencer collaborations, from discovery and outreach to campaign execution and performance tracking.

Features

Tools for finding and evaluating influencers for fit and engagement metrics.

Automated campaign management and tracking tools.

Performance analytics and ROI measurement features.

Benefit

Simplifies the management of influencer partnerships for brands, making it easier to create effective campaigns and measure their success.

System Architecture - AI ADS

System Architecture - Overview

Product Opportunity 3

AI Automation Advertising

Product

A tool that ensures transparency and authenticity in advertising. This could include features for tracking sponsored ads.

Features

Monitoring tools for tracking compliance with advertising standards.

Reporting and analytics for assessing the impact.

Benefit

Reduce cost of advertising on platform by optimizing placing ads with highest ROI.

Customer Segmentation

Online Shoppers

Demographic segmentation

Audiences based on age, gender, or education level. e.g. Gen X, Millennials, Gen Z

Geographic segmentation

Audiences based on their localities

e.g. US, Europe, Japan, Asia Psychographic segmentation Audiences based on the needs or wants of customers. e.g. Busy Parents, City working class

Behavioral segmentation

Audiences focuses on shopping behaviors.

e.g.

Price sensitive customers

End Users (Gift receivers)

Infrequent Buyer (Buying for Gift giving)

Dedicated Buyer (Amazon Prime Members)

Industry segmentation

Beauty, Healthcare, Home and Kitchen, Pets, Toys & Games

Influencers

Nano-Influencers: Followers: 1K - 10K

Characteristics: Highly engaged, close-knit audience. Personal and authentic content.

Micro-Influencers: Followers: 10K - 100K

Characteristics: Strong influence in their niche, high engagement rates. Trusted for recommendations.

Macro Influencers: Followers: 100K – 1M

Characteristics: Larger audience. Collaborate with major brands.

Mega-Influencers: Followers: 1M+

Characteristics: Celebrity status with massive reach. Influence broad trends.

Ecommerce Owners and staff

Founders/Owners:

Lead the business and make strategic decisions.

Ecommerce Managers:

Run daily operations and manage the online store.

Marketing Managers:

Drive traffic and sales through digital channels.

Operations Managers:

Handle purchasing, shipping, logistics and inventory management.

Customer Service Managers:

Assist customers and resolve their issues.

System Architecture
- AI Chatbot

Persona: Alan Harris xxx

Age: 57
Gender: Male
Location Oakland, CA, United States
Income: $200,000 annually
Occupation: Director @ Riverbed Technology

Lifestyle and Interests

Hobbies: Motor biking
Tech Savvy: Comfortable with technology
Shopping Preferences: Buy tons of stuff online, everything from household essentials to more specialized products for my motorcycles. Buy mostly from Amazon.
Values: Values fast and reliable delivery with a site that's available 24/7/365. Prefers a seamless transaction process that takes just a few clicks, with the site remembering preferences, payment details, and past purchases to make repeat purchases easy.

Goals

Customer Satisfaction
Quality Products

Comments

“I've found that Amazon is not delivering as reliably as it used to and not always getting my order right, which is a pain to return.”

PERSONA PRODUCT INTEREST

Improved Experience: Enhanced customer support for immediate question resolution.
Better Visibility and Search: Improved search functionality and visibility for hard-to-find products.
Special Returns and Exchanges: Streamlined and flexible returns and exchange processes.

The persona is interested in an enhanced customer experience, which includes immediate and effective customer support, improved search and visibility for hard-to-find products, and streamlined processes for returns and exchanges.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Email Notifications: Receives tailored updates and promotions directly in their inbox.
Homepage and Search Results: Updates on product information and updates through featured banners and search recommendations on the Amazon site.
Social Media and Influencer Marketing: Discovers products and enhancements via social media platforms like TikTok, Instagram and Facebook, through influencer.

These methods effectively reaches online shoppers through tailored email notifications, prominent features on the Amazon homepage and targeted social media marketing on platforms like TikTok, Instagram, and Facebook.

HOW WOULD PERSONA USE PRODUCT

AI-Powered Chatbot: The persona use text or voice for the AI-powered chatbot for customer support, assistance with returns and exchanges, on both platform and various social media platforms.
Influencer Recommendations: The persona seeks product recommendations from trusted influencers and then proceeds to add the recommended products to the shopping cart.

The persona uses the AI-powered chatbot for customer support and managing returns and exchanges on Amazon and social media platforms. They also rely on recommendations from trusted influencers to make purchasing decisions.

HOW WILL PERSONA BE BILLED AND PAID?

Payment Methods: The persona can use credit cards, debit cards, and gift cards, with payment information stored in their account for a seamless checkout experience.
Payment Frequency: Membership fees are renewed monthly.

WHAT SUPPORT DOES SHOPPER EXPECT FROM PLATFORM?

Customer Support: Assistance with issues related to shopping, payment, and refunds, ensuring smooth resolution of any account-related concerns.

PERSONA PRODUCT NEEDS

AI-Powered Chatbot on Social Media Platforms:

> Deliver fast responses 24/7.

> Provide answers to questions about products and returns.

> Help find exclusive products that are hard to locate.

> Offer support for any purchase-related issues.

Influencer Recommendations:

> Recommendations: Shoppers can follow their favorite influencers for product demonstrations and reviews.

> Product Links: Shoppers can add products to their cart directly from the influencer’s page.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

> Challenges in Product Selection: Difficulty in finding products amidst increasing choices.

> Product Accuracy: Frustration with discrepancies between product descriptions and the items received, including changes in advertised information.

> Customer Service: Struggle with navigating complex return processes and dealing with unhelpful customer service representatives.

> App Performance: Occasional slow performance and unresponsive features in the app, negatively impacting the shopping experience.

These pain points underscores the difficulties online shoppers face in finding products, frustration with discrepancies between product descriptions and actual items, struggles with complex return processes and unhelpful customer service, and encounters slow app performance that affects their shopping experience.

Wesley Ho

Book a session

Finalist for the Digital Services Awards in 2023: Recognized among the Top 10 Best Digital Services for outstanding achievements and excellence in delivering digital solutions for the WSG Agency.

System Architecture
- AI ADS

The business model leverages e-commerce marketplace platform for its global fulfillment services like shipping, advertising and storage. Revenue is generated when customers purchase products through search, ads, or influencer recommendations. Key expenses include platform fees for fulfillment, storage, and referrals, as well as supply chain costs for supplier, freight and customs. To scale the business, we invest in product development, technology and building the team for the US market.

You have reached the end of my Amazon FBA - Ecommerce Full Chain Transformation portfolio

If You’re Looking For:

A technical product manager with hands-on expertise in developing Tech Products.
A Data-driven leader focused on creating MVPs, Roadmaps & leading GTM strategies.
A results-oriented professional who turns product ideas into scalable, high-impact solutions

You have reached the end of my Amazon FBA - Ecommerce Full Chain Transformation portfolio.

Reach Out to Me If You’re Looking For:

A technical product manager with hands-on expertise in developing Tech Products.
A Data-driven leader focused on creating MVPs, Roadmaps & leading GTM strategies.
A results-oriented professional who turns product ideas into scalable, high-impact solutions

Let’s connect to explore how my experience in product strategy, agile leadership, and digital transformation can help you reach your product goals. Reach out to discuss your challenges and how I can help deliver measurable results for your team.

Persona: Alan Harris

Age: 57
Gender: Male
Location Oakland, CA, United States
Income: $200,000 annually
Occupation: Director @ Riverbed Technology

Lifestyle and Interests

Hobbies: Motor biking
Tech Savvy: Comfortable with technology
Shopping Preferences: Buy tons of stuff online, everything from household essentials to more specialized products for my motorcycles. Buy mostly from Amazon.
Values: Values fast and reliable delivery with a site that's available 24/7/365. Prefers a seamless transaction process that takes just a few clicks, with the site remembering preferences, payment details, and past purchases to make repeat purchases easy.

Goals

Customer Satisfaction
Quality Products

Comments

“I've found that Amazon is not delivering as reliably as it used to and not always getting my order right, which is a pain to return.”

PERSONA PRODUCT INTEREST

Improved Experience: Enhanced customer support for immediate question resolution.
Better Visibility and Search: Improved search functionality and visibility for hard-to-find products.
Special Returns and Exchanges: Streamlined and flexible returns and exchange processes.

The persona is interested in an enhanced customer experience, which includes immediate and effective customer support, improved search and visibility for hard-to-find products, and streamlined processes for returns and exchanges.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Email Notifications: Receives tailored updates and promotions directly in their inbox.
Homepage and Search Results: Updates on product information and updates through featured banners and search recommendations on the Amazon site.
Social Media and Influencer Marketing: Discovers products and enhancements via social media platforms like TikTok, Instagram and Facebook, through influencer.

These methods effectively reaches online shoppers through tailored email notifications, prominent features on the Amazon homepage and targeted social media marketing on platforms like TikTok, Instagram, and Facebook.

HOW WOULD PERSONA USE PRODUCT

AI-Powered Chatbot: The persona use text or voice for the AI-powered chatbot for customer support, assistance with returns and exchanges, on both platform and various social media platforms.
Influencer Recommendations: The persona seeks product recommendations from trusted influencers and then proceeds to add the recommended products to the shopping cart.

The persona uses the AI-powered chatbot for customer support and managing returns and exchanges on Amazon and social media platforms. They also rely on recommendations from trusted influencers to make purchasing decisions.

HOW WILL PERSONA BE BILLED AND PAID?

Payment Methods: The persona can use credit cards, debit cards, and gift cards, with payment information stored in their account for a seamless checkout experience.
Payment Frequency: Membership fees are renewed monthly.

WHAT SUPPORT DOES SHOPPER EXPECT FROM PLATFORM?

Customer Support: Assistance with issues related to shopping, payment, and refunds, ensuring smooth resolution of any account-related concerns.

PERSONA PRODUCT NEEDS

AI-Powered Chatbot on Social Media Platforms:

> Deliver fast responses 24/7.

> Provide answers to questions about products and returns.

> Help find exclusive products that are hard to locate.

> Offer support for any purchase-related issues.

Influencer Recommendations:

> Recommendations: Shoppers can follow their favorite influencers for product demonstrations and reviews.

> Product Links: Shoppers can add products to their cart directly from the influencer’s page.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

> Challenges in Product Selection: Difficulty in finding products amidst increasing choices.

> Product Accuracy: Frustration with discrepancies between product descriptions and the items received, including changes in advertised information.

> Customer Service: Struggle with navigating complex return processes and dealing with unhelpful customer service representatives.

> App Performance: Occasional slow performance and unresponsive features in the app, negatively impacting the shopping experience.

These pain points underscores the difficulties online shoppers face in finding products, frustration with discrepancies between product descriptions and actual items, struggles with complex return processes and unhelpful customer service, and encounters slow app performance that affects their shopping experience.

Persona: Caitanya Tan

Social Media Influencer: @caitofalltraits
Age: 35
Gender: Female
Occupation: Actress, Host, Voice Over Artist, Corporate & Gala Emcee
Education: Degree in Musical Theatre
Marital Status: Married

PERSONA PRODUCT INTEREST

Monetization Opportunities: Influencers are interested in methods to increase their revenue through various channels.
Enhanced Content and Engagement: They seek tools that help deliver high-quality content and foster better engagement with their audience.
Leverage eCommerce Marketplace Trust and Infrastructure: Influencers want to take advantage of the trust and infrastructure provided by established eCommerce platforms.

These interests align with influencers' goals of boosting revenue, creating engaging content, and leveraging the benefits of a trusted platform.

HOW PERSONA LEARNS ABOUT THE PRODUCT

Social Media and Online Communities: Influencers often discover new products and opportunities through their social media feeds.
Word of Mouth and Peer Recommendations: Recommendations from peers & other influencers can significantly impact their awareness & interest in new products.
Website and Marketing Campaigns: Direct marketing efforts, such as targeted ads and promotional campaigns, help reach influencers by utilizing their browsing habits and online behavior.

These methods effectively reach influencers by leveraging their existing networks, social media engagement, and targeted marketing efforts.

HOW WOULD PERSONA USE PRODUCT

Build your storefront Product List: Create a Personalized Storefront: Develop a storefront featuring promoted products tailored to audience.
AI Recommendations: Utilize AI to suggest products based on social media activity and engagement.
Create Affiliate Links: Link Integration: Seamlessly integrate affiliate links into social media platforms. Generate Unique Links: Produce unique affiliate links for tracking sales and earning commissions.
Leverage a Trusted Platform and Brand Credibility: Utilize Platform Trust: Take advantage of the platform’s established reputation to build credibility. Marketing Tools: Use available marketing tools to feature and promote content effectively.
Earn and maximize earnings: Optimize Earnings: Focus on strategies to maximize earnings through the platform. Free Participation: Benefit from participating in the program without upfront costs.

Let the writing speak for itself. Keep a consistent tone and voice throughout the website to stay true to the brand image and give visitors a taste of the company’s values and personality.

HOW WILL PERSONA BE BILLED AND PAID?

Commission-Based Payments: Commission is calculated as a percentage of sales generated through affiliate links.
Payment Methods: Payments are made via bank transfer or check.
Payment Frequency: Payments are processed on a monthly basis.

WHAT SUPPORT DOES INFLUENCER EXPECT FROM PLATFORM?

•Content Guidelines: Clear advice on content creation guidelines.

Tutorials: Access to tutorials for better understanding and utilizing the platform.
FAQ: Comprehensive FAQ section for common queries.
Account Support: Assistance with issues related to affiliate links & payment processing.

PERSONA PRODUCT NEEDS

Product List: Promoted Products: Provide a list of products that influencers are promoting. Other Products: Offer access to a comprehensive list of products across various categories.
Data Analytics: Performance Metrics: Detailed analytics including clicks, conversions, sales quantity, and earnings.
Insights: Insights into the performance of influencer products & content to guide optimization strategies.

PERSONA TOP PAIN POINTS (RELATED TO NEED FOR THE PRODUCT)

Challenges in Product Selection and Curation: Finding the Right Products: Difficulty in identifying products that align with the influencer’s brand and audience. Maintaining Product Relevance: Ensuring that curated products remain relevant and engaging to the audience over time.
Uncertainty in Performance and Earnings: Variable Earnings: Fluctuations in commission-based earnings create financial uncertainty. Performance Tracking: Complexity in tracking performance and optimizing strategies, requiring a learning curve.
Challenges in Balancing Content with Authenticity:
Maintaining Authenticity: Struggling to promote products while preserving the genuine nature of content. Perception Issues: Risk of being viewed as overly commercialized by the audience.