People have high expectations when interacting with websites, especially when it comes to online shopping. Ensuring the moment they land on a page to finalizing their order is a smooth and seamless experience will do wonders with customer loyalty. The lack of structure, features, and overall intuitive interface will derail the user from completing their order. So how do we improve? Let's dive deep into the redesign of Euka Wellness as an example.
I surveyed 20 people who actively shop for wellness products online. The goal was to get a better understand of how users navigate online shopping and what there current pain points are.
I wanted to learn more about:
• How often people shop for wellness products
• How often people stop purchasing from a brand due to poor user experience
• How users are finding ecommerce startups
Surveyed 20 participants
Researched ecommerce trends for 2021
A few of the problems I encountered in this audit consisted of:
• Areas such as the hero image was not accessible
• The search + filter options were lacking user feedback and ease of use
• Not informing the user how many products were on the page
• The product grid lacked breathing room which makes it difficult for the user to easily scan
My approach to the solutions consisted of:
• Redesigning the hero image to be legible
• Grouping all the filters together for easier navigation + scannability
• Displaying the customers selected filters to provide direct feedback + a quick & easy way to remove unwanted filters
• Adding a sort by filter that lists out the best sellers, lowest & highest prices for customers who need a quicker & more direct search
• Adding a breadcrumb to provide direct feedback for where the users are on the page
Hover over to
see the before!
The mockup highlights the major differences between the before and after. The after focuses on removing friction, providing direct feedback to users to avoid uncertainty, and creates an intuitive user experience.
Redesigned the shop and product pages of an Ecommerce website to enhance the users experience leading to customer loyalty and higher sales.
Although ensuring business goals are met, the true goal is designing for your users. Without them, you wouldn't have a business so it is essential to speak directly to them, and create a positive user experience through UX best practices.
If provided with more time and resources I would dedicate the time to dig deeper into how users shop online along with gathering their direct feedback on the updated design.
I would suggest:
• Conducting a moderated usability test to learn how users are interacting with the current design
• Explore A/B testing of different ecommerce layout