Boosting customer satisfaction and online sales by turning frustrating interactions into intuitive pathways
Redesigning the entire webpage to align user interactions and visuals with the store's branding, ultimately driving an increase in online sales.
Role
UX Designer
Duties
User Research Research Analysis
Prototyping
Solo Designer
Client
The Standard Store
Timeline
4 Week Sprint
THE PROBLEM
1. Lack of Representation
The current website does not effectively represent its identity as a customer-focused business known for exceptional service and timeless products.
1. Ineffective user experience
Users struggle with poor navigation and an outdated aesthetic, which undermines the store’s quality offerings.
A redesign is essential to create an engaging user experience that highlights the store's commitment to quality and enhances customer satisfaction and an increase in sales.
THE SOLUTION
The redesigned website enhances user experience by aligning with The Standard Store’s branding and offering straightforward navigation that mirrors the in-store experience.
Key solutions:
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Aesthetic Alignment: Visual design matches the store’s image
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Streamlined Transactions: Simplified purchasing process
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24/7 Chat Support: Instant assistance for customer inquiries
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Intuitive Navigation and Filtering: Organised categories and subcategories for easy product discovery
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Comprehensive Product Reviews: Detailed information to aid customer decisions
These improvements aim to increase customer satisfaction and drive sales.
RESEARCH
The review of the entire website revealed that 9 out of 10 heuristics did not meet
the criteria.
A few key insights include:
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The website relies heavily on text rather than icons for navigation
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Navigating the website to find contact information for the store is challenging
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The absence of quick exit options, such as breadcrumbs, hinders user navigation
Through research, it was discovered that...
Users seek to grasp the true essence of a product by reading customer reviews.
A visually organised, simple, and easy-to-navigate website will provide a seamless user experience
An effective search and filtering system will allow users to easily find their desired products
A 24 hour live chat or support bot would address issues more efficiently for both users and the business
Users need comprehensive and specific product information, as if they were viewing the items in person
What does our user look like?
Based on the research, a persona was created.
Meet Annie Pearce, the local trendsetter.
Due to her busy schedule, she prefers online shopping but is frustrated by local business websites that lack brand reflection and are hard to navigate. Consequently, she often ends up shopping in person despite her initial attempt to shop online.
Her goal is to navigate the site efficiently, access clear product information, handle orders and returns easily, and find a well-organised site that accurately reflects the brand.
How am I going to tackle this?
A low fidelity wireframe was brought to life to see if the ideas could really deliver on the core needs and expectations
Next, I created a mid-fidelity prototype and conducted user testing to evaluate its effectiveness.
Here are the results of the usability test
80%
users requested a larger font to enhance site visibility
100%
users preferred a simple layout on the contact and confirmation pages, with more clickable functions and links
80%
users wanted more details on the shopping cart page
Taking the feedback into account, the designs were refined, and a high-fidelity prototype was created.
SOLUTION
01
Streamlined Transaction Process
Simplify the checkout experience with a one-page layout, guest checkout option, multiple payment methods, and clear order confirmation with tracking, plus quick link access to payment through the cart menu.
03
Intuitive Navigation and
Enhanced Filtering
Clear information architecture, intuitive icons, and advanced search filters to help users quickly find and refine their product searches.
02
24/7 Chat Support
Provide continuous real-time assistance through live chat and a support bot, ensuring users receive help anytime they need it.
04
Comprehensive Reviews and Detailed Product Information
Offer thorough product descriptions, high-resolution images, and detailed customer reviews to give users a clear and transparent view of each product.
Key outcomes from the solution
Enhanced navigation, with consistent and familiar icons along with a well-organised information architecture, will help users quickly find items and browse products effortlessly, providing a shopping experience similar to that of a physical store.
The revamped filtering system now offers a more organised and intuitive experience for users. By structuring filters into main categories with subcategories, users can easily apply and track filters, resulting in a smoother and more efficient browsing experience.
Before
After
The Home Screen previously lacked a clear content hierarchy, relied solely on text without icons, and had a colour palette that didn’t match the store’s physical appearance. Now, it has a clear structure, recognisable icons, and a colour scheme that reflects the store's physical appearance and mission.
Before
After
Previously, the filtering system was a jumbled mix of item categories, colors, and random codes with names.
Now, it is structured into main categories with subcategories underneath, enabling you to easily see which filters you have applied.