- New York
- Retail
- 16 weeks
- B2C
- Sketch, Figma, InVision, Adobe XD, Hotjar
Project Brief
The project’s goal is to improve the UX/UI design of a popular e-commerce platform in order to increase user experience, customer satisfaction, and conversion rates.
Client Background
The project’s goal is to improve the UX/UI design of a popular e-commerce platform in order to increase user experience, customer satisfaction, and conversion rates.
Key Challenges:
Solution:
1. Discovery and Planning
Our team began by doing thorough user research, which included questionnaires, interviews, and usability testing, in order to comprehend the users' pain areas and preferences. This phase also involved a thorough competition investigation to discover company best practices and points of differentiation. Based on the data obtained, we developed extensive user personas and customer journey maps to drive the design process.
2. Development
To create wireframes and prototypes, we utilised an iterative design process that includes Sketch and Figma. These were tested with real individuals to gather feedback and enhance the designs. InVision was used to create interactive prototypes, allowing stakeholders to view the proposed design changes firsthand. The development team worked together utilising agile methodologies to guarantee that the fresh layouts were seamlessly linked with the backend systems.
3. Implementation
The implementation phase included a complete redesign of the website, with an emphasis on improving the overall user experience. This involved optimising graphics and code to improve page load speeds, streamlining the navigation structure, and developing a consistent visual language. The checkout procedure was streamlined, resulting in fewer steps required to make a purchase. Regular A/B testing was carried out to validate design choices and make data-driven judgements.
Tools & Technology Used
Adobe XD
Design Tool
Figma
Design Tool
InVision
Prototyping
Hotjar
User Analytics
React
Development Framework
Node.js
Backend
Features:
Enhanced Navigation
The redesigned navigation bar makes it easier for users to browse categories and find products. The use of drop-down menus and a well-organized style enables customers to simply locate what they're looking for.
Responsive Design
The website is completely responsive, delivering a seamless experience across PCs, tablets, and mobile devices. This ensures that users get a consistent and engaging experience no matter which device they utilise.
Optimized Checkout Process
The checkout process has been optimised to prevent friction and cart abandonment. Users may now finish their purchases in fewer steps, with clear progress indications and a variety of payment methods.
Personalized Shopping Experience
The website uses user data to provide personalised product suggestions and content. This personalised strategy improves the shopping experience and boosts the chance of conversion.
Visual Appeal and Consistency
A unified design language has been designed to provide visual consistency across all pages. High-quality photos and a clean, modern style improve the whole visual appeal of the site.