Redesigning e-commerce to boost loyalty, sales, and satisfaction
In the increasingly competitive landscape of e-commerce, Bigstore recognized the need to revamp its digital presence to stand out and drive higher conversion rates. I undertook the challenge of redesigning Bigstore's platform with the dual objectives of delivering a visually stunning experience while enhancing usability to boost customer engagement and sales.
Timeline
2 months
Role
Lead Designer
Team
Hempstone Maroria (Project Lead)
Gerald Kamau (Lead Engineer)
Overview
Redesign Bigstore’s web app to streamline the shopping experience, fixing any issues and generating more sales.
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.
"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."
"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."
A few problems became clear
The feedback collected from the research phase brought to light several key issues that needed attention.
- 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.
- 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.
- 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.
- 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.
Modern problems require modern solutions
- Craft clear and concise product descriptions with key features, benefits and specifications for easy scanning.
- Utilize high-quality visuals to showcase products with zoom functionality and multiple angles.
- 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.
- Eliminate unnecessary steps and consolidate requests into logical stages.
- Display all fees upfront to avoid surprises at checkout.
- Expand payment options integrating alternative payment methods for greater convenience.
- 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.
