"Shop Smart, Live Better – Your One-Stop E-commerce Destination!"
V-Serve
COMPANY
CairoVision
ROLE
UXUI Designer
Skills & Tools
Product Thinking
Interaction Design
Visual Design
User Research
Tools
Figma
Miro
Hotjar
YEAR
Fall 2020
"Enhancing the E-commerce Platform"
Heuristic evaluation research focusing on the UX Research and product discovery user flow of the e-commerce platform—optimized for both mobile app and desktop website experiences."
Project Overview
A team of 5 members reviewed the static screens of the e-commerce app’s checkout feature. For the evaluation, we used Nielsen Norman Group’s 10 Usability Heuristics for User Interface Design. Each individual reviewed both the mobile app and the desktop website. For the mobile app, the choice between Android and iOS interfaces was based on availability.To gain deeper insights, we conducted usability testing, where we recruited 10 users who had never used the application before and asked them to complete a set of tasks. We then evaluated and compared the desktop and mobile interfaces through analysis based on SUS scoring, time on tasks, and differences in average time on tasks, aiming to enhance the overall shopping experience and identify pain points in the checkout process.
Problem
V-serve, while offering a wide array of trendy and quality fashion items, faces several challenges in the highly competitive e-commerce industry. These include:
User Engagement and Retention: Maintaining customer interest in a constantly evolving fashion market can be difficult. Many customers abandon carts before completing a purchase, often due to a lack of personalized recommendations or an inefficient checkout process.
Navigation and Search: Users may experience difficulty finding specific items due to the sheer volume of options and an unoptimized search function. Providing a more intuitive search and filtering system is crucial to improving user experience.
Inventory Management: Keeping product availability up to date and managing inventory effectively in a fast-moving fashion industry is a significant challenge. Mismanagement can result in customers being unable to purchase desired items or receiving delayed orders.
Mobile Optimization: With an increasing number of users shopping on mobile devices, ensuring the mobile version of the site offers a seamless, responsive, and engaging experience is essential for retaining a larger customer base.
Payment and Security: As online shopping grows, users are more concerned about their data security. Offering secure payment methods and clear security protocols is a must to build trust with customers.
Objective
Enhance Trend Accessibility: Provide a wide variety of current fashion styles and trends, making it easy for users to browse and find the latest items in one place.
Improve User Experience: Simplify the platform’s navigation with intuitive design, allowing customers to easily explore categories, products, and their shopping cart.
Optimize Site Performance: Improve website and mobile app load speeds to ensure a fast and efficient shopping experience, reducing bounce rates and cart abandonmen.
Offer Personalized Recommendations: Implement smart algorithms to recommend products based on user preferences, past behavior, and size information, enhancing their shopping experience.
Streamline the Checkout Process: Simplify the checkout process with clear pricing, multiple payment options, and a user-friendly interface to reduce cart abandonment and enhance conversion rates.
My role
As a UX/UI Designer, my role in this project was to design a seamless and user-friendly e-commerce platform focused on enhancing the shopping experience. I led the research phase, identifying key problems users face while shopping online, such as navigating complex interfaces, slow load times, and a lack of personalized recommendations. I collaborated with cross-functional teams to create intuitive wireframes, user flows, and prototypes that addressed these issues. Additionally, I worked on optimizing the platform’s layout, improving site performance, and ensuring a smooth, efficient checkout process to boost user satisfaction and conversion rates.
Research
Customer Side
Improved Navigation Efficiency: Users completed navigation tasks 40% faster due to the streamlined menu and intuitive layout.
Reduced Drop-off Rates: Cart abandonment rates dropped by 25%, attributed to a smoother checkout process and transparent pricing.
Effective Personalization: 80% of users found product recommendations relevant, with increased engagement on recommended items.
Higher Conversion Rates: Overall, conversion rates improved by 15%, reflecting the effectiveness of the redesigned interface and improved performance.
Enhanced User Satisfaction: 90% of participants rated the interface as easy to use, appreciating the simplified design and accessible features.
Faster Load Times: Page load times decreased by 30%, significantly improving user retention and experience, especially on mobile devices.
Training Efficiency
Reduced onboarding time for new users by 40%, thanks to intuitive interfaces and a well-structured training module.
Accessibility Compliance: Achieved WCAG standards, ensuring a better experience for users with diverse needs, including improved readability and keyboard navigation.
Learning and take Away
User-Centric Design is Key: Prioritizing user needs and simplifying navigation significantly enhances the overall experience, proving that intuitive design leads to better engagement.
Performance Matters: Faster load times directly correlate with higher user satisfaction and retention, emphasizing the importance of optimizing technical performance
Accessibility is Essential: Designing for inclusivity not only broadens the user base but also ensures compliance with industry standards, enhancing overall usability.
Iterative Testing Ensures Success: Continuous usability testing and feedback loops are critical for identifying and resolving pain points effectively.
Visual Design Impacts Perception: A clean, modern aesthetic contributes to building user trust and brand loyalty.
Continuous Learning: Understanding complex surgical workflows enhanced the design's impact.