Enhancing CX for an E-commerce company

RESEARCH

Looking into our competitors

When the client proposed developing a responsive website for sustainable and upcycled products, our initial discussions centered on exploring competitors such as Limón, Refash, Nimbu and Phool, focusing on interface design, website navigation, and unique features. I created a thorough Competitive Analysis that helped in staying informed about the competitive landscape, understanding user expectations, and ultimately creating superior user experiences.

Crafting User Personas with Environmental Values at Heart

Using insights from both the client and the users, I developed two personas that capture their goals and challenges.

Through these personas the primary emphasis was on individuals who prioritize sustainability, making environmentally conscious choices when shopping for a product.

Re-thinking the e-commerce experience

It was time to work on the e-comerce experience and find common goals from business’s & customer’s point of view.

What was absolutely necessary for Etnic’s re-launch? A website that offers an elevated customer experience.

Conceptualizing wireframes

Mid-Fidelity Wireframes

I utilized InVision Freehand for creating mid-fidelity wireframes, fostering seamless collaboration with other designers. It's a time-saver, allowing quick duplication of screens and components.

These wireframes were crafted based on the client's brief, Site Map, and Feature Roadmap, then reviewed and approved for development.

Given time constraints, I prioritized crafting a wireframe ready for seamless prototyping (View Mid-Fidelity Wireframes in Figma) . This involved refining UI elements, grid layouts, typography, and icon sets. This streamlined the creation of the Style Guide and informed design decisions by referencing competitor websites and industry patterns.

DESIGN

Branding and styling

Redesigning the logo

The client wanted the logo to be re-designed to convey the brand message clearly. The phrases provided in the brief that the client would like her brand logo to embody were:

• Clean and structured

• Eco-friendly

• Focus on sustainability

The 2 main considerations from my end while creating the logos were:

• The logo should be easily scalable on a mobile screen

• Provide the client with a variety of options to choose from

Validating the visual design

After receiving and positive feedback from the business owner, I created a click through prototype of the high-fidelity wireframes in Figma to test with the users. however, due to time limitations I couldn’t perform usability test before the website went live.

The following are the primary flows:

DELIVER

The Challenge:

Working with limited resources & a lot of ambiguities.

Later into the project, we discovered that the Client wasn’t able to onboard a developer. This meant that we didn’t have a developer on the team & didn’t know which platform should be used to develop the website.

Since the client was satisfied with my hi-fi mockups and since the website had to go live by the next week, I was asked to work on the website development as well. Consequently, I researched multiple platforms and keeping the business constraints in mind chose WIX for website development.

Ensuring a seamless user experience across various devices was a top priority. I learned to adapt and optimize designs for different screen sizes and orientations. I overcame the challenge by delivering a complete functional website!

The WHYs behind the designs

Below are the design decisions behind the visual elements:

 NEXT STEPS

Future Considerations

As this project concluded, here are some potential improvements I would like to make :

1. Conduct another round of user testing  in a few months to ensure the website continues to meet user needs and expectations, and any emerging issues are addressed promptly.

2. I hope to work hand in hand with a developer to elevate the user-experience and business goals from this website.

3. Follow up with business to ensure the seamless working of the website.

Retrospection and Takeaways

Working on this project was a collaborative and learning experience. I worked closely with the Client throughout the process and was able to meet the business goals, user goals and technical considerations throughout the process. 

• As the sole designer, I gained valuable experience of wearing multiple hats within a product design environment.

• Building the website on WIX proved to be an efficient way to understand the developer needs from a UI/UX designer.

• If I had the time and resources, I would have liked to conduct user testing after making revisions to the design and before it went live.