ShopEase

RetailCo

Objective

Redesign the existing e-commerce website to enhance user experience and increase conversion rates.

Problem Statement

The current website has a high bounce rate and low conversion due to a cluttered interface and complicated checkout process.

Research and Analysis

User Interviews: Spoke with 25 users to gather insights on their shopping habits and preferences.
Heuristic Evaluation: Assessed the current website to identify usability issues.
Analytics Review: Analyzed website data to pinpoint high drop-off points.

Key Findings

Users are frustrated with the lengthy checkout process.
Product discovery is difficult due to poor categorization.
Mobile experience is subpar compared to desktop.

Design Process:

Personas: Developed 4 personas representing different shopper types.
Wireframes: Created wireframes focusing on a streamlined shopping experience.
User Flow: Designed user flows to ensure an intuitive navigation path.
High-Fidelity Mockups: Created detailed visual designs for key pages.
Prototype: Developed a clickable prototype for user testing.

Objective

Redesign the existing e-commerce website to enhance user experience and increase conversion rates.

Problem Statement

The current website has a high bounce rate and low conversion due to a cluttered interface and complicated checkout process.

Research and Analysis

Key Findings

Users are frustrated with the lengthy checkout process.
Product discovery is difficult due to poor categorization.
Mobile experience is subpar compared to desktop.

Design Process:

UI/UX Solutions

Simplified Checkout: Reduced the number of steps in the checkout process.
Enhanced Search & Filter: Improved search functionality and added advanced filtering options.
Responsive Design: Ensured a seamless experience across all devices.
Visual Hierarchy: Used visual hierarchy to highlight important elements and guide users.

Testing

Usability Testing: Tested with 20 users and made adjustments based on feedback.
Heatmaps: Used heatmaps to analyze user interactions and optimize design elements.

Outcome

Decreased bounce rate by 35%.
Increased conversion rate by 25%.
Positive user feedback on the improved ease of use and checkout process.

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Jenny Wilson

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