Redesign Ecommerce Website
The goal of this project was to redesign the user experience (UX) and user interface (UI) of an e-commerce store website in order to increase online sales and improve customer satisfaction and deliver a site experience that better addresses the wants and needs of our users while providing the internal teams improved speed to Market, Reliable data insight and operational flexibility
Project Summary
The ecommerce store in question was experiencing a decline in online sales and receiving negative feedback from customers regarding the website’s usability and aesthetic. The design team was tasked with conducting research, analyzing data, and creating a new UX and UI design that addressed these issues and met the business goals.
Discovery
During the discovery phase, the design team conducted a thorough analysis of the existing website, including user research, competitor analysis, and data analysis. The team also held stakeholder meetings to gather information about the business goals and pain points.
The Problem
Some of the problems identified during the discovery phase included a cluttered homepage, confusing navigation, slow page loading times, and a lack of visual appeal. These issues were contributing to a high bounce rate and low conversion rate.
Business Problem
The business was facing declining online sales, a decrease in customer satisfaction, and a lack of differentiation from competitors. These problems were affecting the bottom line and impacting the overall success of the business.
Goals
The business goals for this project were to increase online sales, improve customer satisfaction, and differentiate the website from competitors.
Design Process
The design team followed the following steps in the design process:
- Conduct user research and analyze data
- Define personas and create user flows
- Sketch and wireframe designs
- Conduct usability testing
- Refine designs based on feedback
- Create high-fidelity prototypes
- Conduct user testing on the prototypes
- Refine designs based on feedback
- Develop final designs
Before
After
Results
- Improve navigation and wayfinding and more consistent brand experience. The use a testing results and feedback provided an overwhelmingly positive
- Product listing page: new experience
objective: deliver an experience that improves the user’s ability to browse and locate products those improved key metrics such as add-to-cart rate conversion and bounce rate- The bounce rate decreased by 21%
- Modular design optimized for ease of use on all devices business flexibility and speed to Market also provides opportunity for cleaner data insights, improved SEO value and improved page load time.
- Product detail page new experience
- Objective: The living experience that improves the user’s decision-making ease and confidence through improved key metrics such as add-to-cart rate conversion rate and bounce rate
- Conversion rate increase of 15%
- Session duration increase of 10%
- Revenue per visit increased by 14%
- Product detail page bundling capabilities new paragraph objective optimize our customers’ shopping experience by providing them with the ability
- Product detail page bundling capabilities new paragraph objective optimize our customers’ shopping experience by providing them with the ability to easily identify and “Bundle together” compatible products such as washers and dryer sets accessories etc..
- Provides the ability to build and upselling strategy.
- Generating 3.4% in incremental deman
- Average order value increase of $15
- Dynamic product recommendations
- Objective: improve our customers’ shopping experience by providing them with personalized and relevant product recommendations during key points in their Journey such as PDP and cart
- Recommended items convert 4X higher
- Average order value increase of $11
- Site search enhancements
- Objective: improve our customers’ product-finding experience by providing them with Rich search results based on key factors such as location and inventory status.
- Search exit decrease of 13%
- Conversion rate increase of 2%
- All new experiences optimized for mobile
Each new site feature and enhancement shown was designed and developed with Mobile use in mind first and foremost and has been thoroughly tested for optimal mobile performance
Bounce rate decrease of 26%
Conversion rate increase of 15%
Revenue per visit increased by 14%
Conclusion
The redesign of the ecommerce store website was a success in improving the overall user experience and meeting the business goals. By conducting thorough research, analyzing data, and following a rigorous design process, the design team was able to create a website that increased online sales, improved customer satisfaction, and differentiated the business from competitors. The results of the redesign demonstrate the importance of investing in UX and UI design for ecommerce websites.