An Intuitive E-Commerce Design with Strong Branding Elements
UKIYO: A brand rooted in mindfulness
THE OBJECTIVE
Design an e-commerce site with clear intentionality and strong usability.
ROLE: UX Designer
THE PROCESS
INITIAL DESIGN
First, I conducted an audit for best e-commerce practices. Findings that I incorporated into the design include:
1
Limited number of products per category page
2
Prominent ratings and reviews on product pages
3
Full transparency of delivery date on product page
USABILITY RESEARCH
Next, I conducted usability testing of my initial design. Opportunities for improvement included:
4/5
users were intrigued by the site, but were not clear of the site’s intent based on the homepage alone
users were not clear if the product they were attempting to purchase was a kit or a ready made product, thus less inclined to purchase
2/5
participants were not sure what “Save to Wishlist” would do
ITERATION
I then iterated upon my initial design based on user feedback:
FIRST
Explained the mission of UKIYO and the brand's relationship with independent artists in order to give users a better understanding of the site’s purpose right away.
NEXT
Added an image of the product as it will arrive, in kit form, in addition to sharing a preview of the kit instructions to show users what they will be receiving.
FINALLY
Changed button text from "Save to Wishlist" on the product page and in the shopping cart to "Save to Favorites" and “Save for Later” respectively to make it more clear to the user what the action will be.
NEXT STEPS
My next step would be to conduct more usability testing to ensure the entire e-commerce experience from start to finish was clear, intuitive, and enticed users to return.
