We partnered with Virtual Stock to transform their dropshipping and curated marketplace platform with an intuitive user experience that drives adoption and maximises business value.
The problem
A leading SaaS platform provider, Virtual Stock had developed Europe’s largest dropshipping and curated marketplace technology that helps retailers increase online sales revenue, reduce operational costs, and deliver better customer experiences. Their platform enables retailers to establish one-to-many connections with suppliers, simplifying and enhancing the profitability of ecommerce operations. However, despite the strength of their technology, Virtual Stock was struggling with significant user experience challenges.
The platform’s interface was massively in need of a redesign, with complex workflows that made it difficult for users to efficiently manage suppliers, products, and orders. These usability issues were creating barriers to adoption and preventing organisations from fully realising the benefits of Virtual Stock’s innovative marketplace solution.
Virtual Stock approachedTwentyThree with a clear need: to reimagine their user experience and create an interface that would make their powerful platform more accessible and easier to use for their retail clients.
The Solution
We conducted a focused UX/UI workshop to understand the challenges users faced with the Virtual Stock platform. Our approach centred on gathering feedback from key platform clients, including major retailers such as John Lewis, who provided invaluable insights from users.
Through interviews and usability testing, we identified key pain points in the existing interface:
- The current dashboard was un-used and didn’t display the key information needed by users, requiring us to identify the most important metrics that should be presented.The order detail and activity tracking functionality needed significant improvement so businesses could easily see what was happening with suppliers and customersLegacy functionality needed to be reorganised and relocated to more logical areas to reduce user confusion
Based on these insights, we designed a prototype that completely reimagined the platform’s layout and user experience. We then proceeded to fully develop the frontend using Tailwind CSS, ensuring a responsive, modern interface that met all user requirements. The new design featured:
- A streamlined, intuitive system that made it easy to access supplier and product management featuresA clear, visually engaging dashboard that highlights critical account activityA new modern UI for the platform that appeals to enterprise clients
The redesigned interface emphasises the platform’s ability to track important operational metrics like processing warnings, delivery status, returns management, and order fulfillment—metrics that directly impact customer experience and operational efficiency for Virtual Stock’s enterprise clients.
The Results
Our UX/UI redesign has positioned Virtual Stock to better serve their retail clients across diverse sectors. By removing barriers to platform adoption and making powerful features more accessible, the new interface helps organisations fully leverage dropshipping and curated marketplace capabilities to increase online sales without upfront stock costs.
By transforming an outdated, difficult-to-navigate platform into an intuitive, user-friendly experience, we’ve helped Virtual Stock better deliver on their promise of helping organisations thrive in the competitive ecommerce landscape.
