fullbay: Marketplace
an in-app feature which allows users to purchase products from trusted vendors for their business.
what is fullbay?
Fullbay is a cloud-based Sass shop management software built for heavy-duty repair shops, truck drivers and very soon, tire shops. The company operates with the intention of providing effiency to a business by transitioning manual processes to digital ones, saving the business time and money to be focused on growth and expansion.


  • 2022 (Q2)


  • Research - 1 Sprints
  • Design - 2 Sprints
  • Dev - 3 Sprints

scope of work

  • User Research
  • User Experience


  • 1 Project Manager
  • 3 FE Devs


  • Fullbay
original marketplace design within the service order workflow where the user as already selected item specifications. (entry Point: Service Order)
the process
identifying the problem
The marketplace was indeed to serve two primary purposes: Allow users an internal e-commerce experience in addition to providing an additional stream of revenue to the business by partnering with vendors to sell items in-app. The primary issues were that it wasn't created with with those factors in mind and was buried within certain workflows leaving the users to stumble upon it (mostly by accident, according to user feedback) and not understand its usefulness towards their daily operations once they engage with it. Its current flow also didn't lend itself to being seen as beneficial for other vendors looking to partner with Fullbay due to its short comings of usability.
initial insights
  • The Fullbay Marketplace only accounted for $15k sales in all of 2021 (0.5% overall revenue)
  • Rather than use the flow of the marketplace, users often found the experience confusing and preferred searching and purchases the items they’ve sought via external sources.
  • Shop employees search for items by their item code/number more than by name or any other identifying information.
  • The initial design of the marketplace did not address best practices or apply familiar design patterns which indicated its intent or usefulness.
Brainstorming Session results
With this information, the Project manager and I conducted brainstorming sessions with users to uncover any additional pain points from their perspective. The result of these sessions yielded the following aspects of a strategy for addressing the issue(s):
  • Addressing entry points to the feature in such a way that users know that it exists.
  • The feature should allow for quick navigation and processing to account for already convoluted processes and activities within the shop locations.
  • Design the feature in such a way the encourages further business relationships and collaboration with vendors.
With these things in mind, the general consensus was to focus primarily on the feature as it relates to supporting existing repair efforts (most widely used from user feedback and analysis) and expanding the scope from there.
The Designs
Marketplace  (Global Entry Point)
Marketplace  (Service Entry Point)
What's changed?
what is a core cost?
Marketplace > Item > Show Larger Image
What's changed?
Marketplace (Service Order) > Part Selection
What's changed?
What is a service order?
Marketplace  (Global Entry Point) > FILTERS
Marketplace  (Service Entry Point) > FILTERS
What's changed?
what is a unit?
Marketplace  (Service Entry Point) > Part > Associated Part Numbers
What's changed?
Marketplace > cart > add to cart
What's changed?
Marketplace > cart > add to cart > Shipping Options
What's changed?
Marketplace > cart > add to cart > Shipping Options
What's changed?
Marketplace  (Global Entry Point) > submit quotes (Modal)
Marketplace  (Service Entry Point) >  submit quotes (Modal) > Missing Quote
What's changed?
What we’ve learned
user testing results
The majority of participants had no issue in the discovery or understanding the intention behind the new feature. There were a few whom got slightly confused about the new naming convention but we were able to support them in understanding the intention quickly. There were no abandonments when tasked with navigating the wireframes and prototypes during each testing session.
post-release insights
  • Cart abandonment decreased by 45% in comparison to the previous version.
  • Sales from this feature increased from $15K in 2021 to $30k within the first 2 months of implementation.
  • Use of the feature (independent of successful conversion) increased by 30% in comparison to the previous version within the first 2 months of implementation.
  • The success of marketplace allowed for negotiations to not only improve the feature overtime but to seek additional opportunities to increase revenue through e-commerce within the app.