Amazon, Instagram, and CalChip's Shopify Website
My Role
Director of Ecommerce
Lead Designer
Team
Benjamin Friend, VP of eCommerce and Marketing
Rich Amparo, Lead Sales Engineer
Saravanakumar Subramani, Full-Stack Developer
Tools
Figma
Illustrator
ClickUp
Teams
Timeline
September 2021 - September 2023
Context
At CalChip Connect, I took on the task of expanding our online reach, diving into platforms like Amazon and Walmart to showcase our products.
As the main driver of design efforts, I led the charge in creating captivating storefronts and revamping our website to better engage our audience. With the rise of Web3 technologies like Helium 5G small cells, I pushed for our presence in key marketplaces despite challenges like post-COVID logistics. Being the only design lead was tough but rewarding, allowing me to blend my ecommerce know-how with my passion for design to make impactful changes that improved our digital presence.
This journey taught me the importance of seamlessly blending design and ecommerce to deliver not just products, but memorable experiences to our customers.
CalChip Connect, a leading distributor of IoT devices, achieved remarkable success, generating $20M in sales driven by Web3 technologies. Despite this, the company encountered logistical hurdles amid rising demand for Helium 5G. To address this challenge, a strategic fulfillment approach was imperative.
The Challenge
Upon joining CalChip Connect in 2021, I encountered a significant surge in demand due to the emergence of Helium 5G technology and Web3. The introduction of Helium Mobile, offering users Helium cryptocurrency rewards, presented immense growth potential. However, effectively reaching this market through online platforms like Amazon and Walmart proved to be a formidable challenge.
The Goal
Our main goal was to make CalChip Connect stand out on Amazon, simplifying product listing and shipping to keep up with increasing demand. We aimed to improve logistics and customer satisfaction by using Fulfillment by Amazon (FBA). But before diving into FBA, we needed an appealing Amazon storefront to display our products and highlight their unique features.
Designing for Impact
Leading the charge, I designed CalChip Connect's Amazon store, carefully tailoring it to our brand and product strengths. Working closely with logistics, I guided the shift to FBA, ensuring smooth order processing and prompt delivery. Through comprehensive training sessions, I empowered our team to excel in the eCommerce realm. Inspired by Jeff Bezos's Flywheel Effect, I devised a strategy to optimize our operations for sustained success. This integrated approach, alongside our compelling storefront, primed us for team and company growth.
Jeff Bezo's 2001 drawing of Amazon's business plan
From Idea to Reality
In just one week post-launch, our sales on Amazon doubled, showcasing the immediate impact of our presence in the marketplace. This swift pivot not only brought success to our team but also addressed the shipping challenges stemming from the surge in demand. Furthermore, we swiftly increased our units to meet the rising sales volume, ensuring seamless scalability in our operations. Notably, all this growth was achieved organically, without any advertising efforts, underscoring the inherent appeal and demand for our products.
Embarking on our Amazon store launch, CalChip Connect embraced a pivotal moment in our journey, entering the vast landscape of the world's largest online marketplace. Leveraging FBA, we revolutionized our shipping processes, resulting in accelerated delivery times and heightened customer satisfaction. Our storefront emerged as a compelling platform for customer engagement, effectively conveying our brand narrative and product value. This strategic move empowered us to tap into a broader audience, capitalizing on the surging demand for Helium 5G technology.
Homepage
I highlighted our flagship products: the Indoor Bundle and Outdoor Bundle. With clear messaging, I emphasized how Helium 5G simplifies LoRaWAN® and cellular data mining, catering to users seeking seamless deployment solutions.
Product Page
In this section, I present two crucial pages from the CalChip Connect Amazon Store: the Helium 5G page and the Indoor Small Cell dedicated page. The Helium 5G page offers customers two options—Indoor or Outdoor Small Cell—alongside convenient installation services through our partnership with OnTech. On the Indoor Small Cell page, users can explore detailed product features and frequently asked questions, empowering them to make informed purchasing decisions.
Embrace emerging technologies and market trends to stay ahead of the curve.
Leverage third-party platforms like Amazon to expand your reach and streamline operations.
Prioritize customer experience by investing in user-friendly storefronts and efficient logistics solutions.
Navigating through a surge in demand, CalChip Connect faced logistical hurdles in meeting customer needs. With FBA, we streamlined operations and fulfilled orders efficiently despite post-COVID challenges. Our Amazon debut not only enhanced brand recognition but also established us as a key player in the Helium 5G market.
The Challenge - Instagram and Facebook Marketplace
Tasked with enhancing CalChip Connect's online presence, particularly on social media platforms like Instagram, I encountered the challenge of transforming our account into a dynamic storefront. The goal was to seamlessly integrate eCommerce functionalities while maintaining an engaging and visually appealing presence.
The Goal
The primary objective was to leverage Instagram as a powerful sales channel, driving conversions and increasing brand visibility. Additionally, we aimed to streamline the shopping experience for our customers, offering a curated selection of products and accessories directly within the platform.
Cracking The Code
To address these challenges, I took a hands-on approach, working closely with my manager to explore innovative solutions for integrating Facebook and Instagram marketplace with our Shopify backend. Drawing on our collective expertise and strategic insights, we devised a seamless integration strategy that enabled customers to browse and purchase products directly from our social media platforms.
The Outcome
The launch of the CalChip Connect Instagram store marked a significant milestone in our digital transformation journey.
The streamlined shopping experience and visually captivating storefront attracted a surge in customer engagement and interaction. Within a short span of time, we witnessed a notable increase in sales and brand visibility, solidifying our position as a leading player in the online marketplace. The success of the Instagram store underscored the power of strategic design and collaborative innovation, driving meaningful results for our brand.
Instagram and Facebook Marketplace
Here's a look at CalChip Connect's Instagram store, featuring key products like Helium 5G followed by accessories, trackers, and sensors. These categories are among the main drivers of sales for CalChip, attracting many B2B customers.
The Challenge
CalChip Connect faced declining sales due to various factors, including the fluctuating value of Helium crypto and the need to pivot its focus away from Web3. Additionally, the company was developing a new SaaS product called KIP, aimed at managing installers of Helium 5G Small Cell products.
The Goal - Beyond Boundaries
The primary objective was to reposition CalChip Connect as an IoT company offering comprehensive solutions beyond Web3. The redesign aimed to showcase a wider range of IoT products and introduce the new KIP platform to customers.
The Approach
I received positive feedback on the initial design concepts, which featured a bento-style layout to highlight CalChip's diverse product offerings while maintaining visibility of the ecommerce store. I incorporated a "Store" button in the navigation to ensure easy access for customers seeking to purchase devices.
Outcome - A Journey in Design
Although economic changes led to significant shifts within CalChip Connect, resulting in some project setbacks, I am proud of the design work accomplished. This project provided an opportunity to challenge myself creatively and marked my first venture into visually showcasing a SaaS product and Web3 technology.
Homepage
On the homepage, I crafted a dynamic section employing a bento-style layout, offering visitors a comprehensive overview of CalChip Connect's diverse offerings. From end-to-end IoT solutions to our innovative KIP SaaS product, and from Web3 technologies to logistics services, we aimed to present ourselves as a holistic IoT solutions provider. Through meticulous research, we honed our focus towards serving B2B clients, aligning our strategy with industry trends and customer needs.
KIP - A SaaS Platform
With a focus on highlighting its key features and benefits, I designed a user-friendly interface that conveyed the value proposition of KIP to potential users. Additionally, I included a section for customers and installers to access the platform, even though it was still in development. To provide a glimpse of its functionality, I crafted a mobile placeholder, ensuring a seamless user experience.
