🤔 The Problem
Bigstore was grappling with declining customer satisfaction and struggles to maintain competitiveness in the dynamic e-commerce landscape. Despite its near-established presence, the company faced challenges in retaining its customer base and attracting new shoppers. This decline in customer satisfaction was indicative of underlying issues within the user experience and perceived lack of innovation, posing a significant threat to Bigstore's long-term viability and growth prospects.
less is more
My process was quite simple
❤️ Empathize
Interviews
Analytics
User personas
🔍 Define
Core challenges
Business goals
💡 Ideate
Creative solutions
Design concepts
🎨 Design
💻 Test
Usability tests
Stakeholder feedback
Iterate
uxr
Ask and ye shall be answered...
I conducted four interviews, with respondents answering more than 10 open ended questions. This process helped unmask users’ pain points and frustrations with the existing website, unlocking invaluable insights that would be the driving force of the design journey.
Gerald
Software Engineer
"The scarcity of payment options was a major inconvenience! I had to scramble and find another payment method, which slowed down the process. Offering more payment options...would definitely improve my experience."
Betty
Customer specialist
"It's frustrating that I can't see item reviews. Seeing other people's experiences and opinions help me build trust and makes me feel more confident about spending my money. Without reviews, I'd be hesitant to buy."
key findings
A few problems became clear
The feedback collected from the research phase brought to light several key issues that needed attention.
Product descriptions
Users struggled to find product features and specifications leading to confusion and hesitation to purchase. Low-quality or inadequate product images make it difficult to assess item details and features accurately.
Product reviews
Users struggled to find product features and specifications leading to confusion and hesitation to purchase. Low-quality or inadequate product images make it difficult to assess item details and features accurately.
Checkout & payments
Confusing forms and unnecessary information requests created a frustrating and time-consuming experience. Users felt restricted and inconvenienced if their preferred payment methods were unavailable.
Order tracking
Lack of real-time updates or detailed information leaves users anxious and unsure about their orders. Unclear return processes discourage purchases and create negative brand perception.
solutions
Modern problems require modern solutions
Product descriptions
Craft clear and concise product descriptions. focus on key features, benefits and specifications using informative language and bullet points for easy scanning.
Utilise high-quality visuals to showcase products with zoom functionality, multiple angles, and 360-degree views (where possible).
Product reviews
Integrate user ratings with ability to filter to show only specific ratings.
Encourage user reviews with photos or videos and display verified reviews prominently alongside products.
Checkout & payments
Eliminate unnecessary steps and consolidate information requests into logical stages.
Display all fees upfront, including taxes and shipping, to avoid surprises at checkout.
Expand payment options integration popular digital wallets alternative payment methods for greater convenience and flexibility.
Order tracking
Implement real-time order tracking by offering detailed updates with map tracking and estimated delivery dates to keep users informed.
Simplify return policies by making them clear, user-friendly, and transparent to build trust and encourage purchases.
Hi-Fi
Hi-Fi
After a round of wireframing and prototyping the flows, I moved to the fun part, visual design. Here are some of the high-fidelity designs for the UI.
