E-commerce Redesign, UX, Conversion
Improving the Online Shopping Experience
Context
Luze is an online retailer specializing in high-end lighting, furniture, and home decor. Although they offer premium products, the website’s navigation was poor, leading to a frustrating shopping experience. Users found it difficult to discover products, which negatively impacted conversions. The goal of the project was to redesign the platform to make it easier for users to browse and purchase products, ultimately improving the overall user experience and increasing sales.
My role
As the Product Designer, I led the redesign of the Luze e-commerce platform. I focused on UI/UX design, information architecture, and visual storytelling, collaborating with the development and marketing teams to ensure the platform would better reflect Luze’s premium brand while providing a seamless, intuitive shopping experience for users.
The challenge
The main challenge was to streamline the user experience on an e-commerce site with diverse products (lighting, furniture, and decor). Users struggled with poor navigation and complex product categories. My task was to simplify product discovery, improve filtering, and redesign the layout to enhance product visibility and make purchasing decisions easier, all while preserving the luxury aesthetic.
Design process
To gain a deeper understanding of the pain points, I conducted user interviews and performed competitive analysis. The insights revealed that users found it difficult to navigate the website and had trouble locating products. The current filtering system was too complicated, and many users expressed frustration with slow page load times.
Phase I:
Empathyze
To gain a deeper understanding of the pain points, I conducted user interviews and performed competitive analysis. The insights revealed that users found it difficult to navigate the website and had trouble locating products. The current filtering system was too complicated, and many users expressed frustration with slow page load times.
Phase II:
Definition
From the research, I defined the problem as a cluttered and confusing shopping experience that needed to be simplified and made more intuitive.
HYPOTHESIS:
“If we streamline the product categories, improve filtering, and showcase products more effectively, users will have an easier time finding what they need and complete purchases more frequently.”
ROADMAP:
Week 1-2: Research and user interviews to identify pain points and opportunities for improvement.
Week 3-4: Develop wireframes focusing on simplifying navigation and product categorization.
Week 5-6: Design high-fidelity mockups for product pages, the homepage, and the filtering system.
Week 7: Usability testing with users, gather feedback, and iterate on the design.
Phase III:
Ideation
I began developing wireframes based on the research findings. I focused on simplifying the product catalog, improving the layout of product pages, and introducing a more intuitive filtering system. I also worked on creating clearer product categories for easy navigation while ensuring the luxury feel was maintained through large, high-quality images and elegant typography.
Phase IV:
Design & Prototype
I translated the wireframes into high-fidelity designs. I implemented large product images, streamlined product descriptions, and a clearer filtering system for easier product discovery. To create a more immersive shopping experience, I added lifestyle imagery to showcase how the products would fit in real-life settings. The site was also designed to be mobile-responsive, providing a smooth shopping experience across devices.
Phase V:
Test
I conducted usability testing with a group of real users to see how they interacted with the redesigned site. Users found the new design much easier to navigate, with improved filtering options that helped them find products faster. Conversion rates and user satisfaction showed a noticeable improvement. The bounce rate also decreased due to a more engaging homepage and product pages that allowed users to visualize the products better.
KEY RESULTS:
10% increase in conversion rate: A streamlined user journey and improved product pages led to higher purchases.
15% reduction in bounce rate: The easier navigation and clearer product discovery kept users on the site longer.
40% improvement in user satisfaction: Users felt the site was more intuitive and aesthetically pleasing, leading to a better shopping experience.
Key takeaways
This redesign emphasized the importance of combining aesthetic appeal with user-centric design. Creating a site that balances high-end visuals with intuitive usability is critical for luxury e-commerce platforms. I also learned how much small tweaks based on user feedback can significantly impact the user experience. Iterative testing and refinement were key to the project's success.