Crafting a better user experience and reducing purchase time for an eCommerce website.
Fred lake is a retailer for everything involving stamps, embossers, and office supplies in Dallas, TX
As one of 2 UX Designers, Kish
Navigating the website
Selecting the right product
Contacting customer service
Making their purchase efficiently
By speaking to the customers, owner and employees, such as those from the help desk, customer pain points and needs were elucidated and customer reports validated. Insights below
Using recent customer data, a thorough analysis was done to begin constructing a picture of the average user. Information like purchase size, number of orders, and purpose for buying.
The above insights were translated into an empathy map to try to understand the emotional experience and needs of users.
Personas were crafted to create concise summaries of the prototypical user and their pain points
With an understanding of user’s needs and the current website’s challenges, potential features that would address these were laid out. Using an Idea Prioritization Map, the most important and feasible solutions were finalized.
With some core solutions identified, wireframes were created.
The home page was cluttered and inefficient. The solution flipped and reorganized the content so the products were primary, and the about the company info was secondary and easier to read.
The existing resources available to find the right product were confusing to say the least. Rather than use a 3rd party pdf that required the user to make a lot of decisions a simple filter tool was implemented to narrow down item results
Rather than have a form as the primary method of contact, a live chat tool was designed to help solve the primary customer problems.
This prototype simulates the average customer’s average interaction with the website. It was presented to stakeholders to emphasize areas of the website that could optimized to improve users’ experiences. (embedded prototype only visible on desktop)
The prototype was handed off to the web development team and is currently being developed. Find the link to this almost live site to the left.
Reduced purchase time by 50%
(Hope to) Increase conversion
Reduce customer complaints ~ Improve user experience
Constraints are real
Sketches do more good than harm
Designs get lost in translation when developed