e-Commerce Website
A Design Project for Blindsgalore
Executive Summary
Aside from a brand refresh, our goal was to facilitate better product matches and easier to use features so that customers can quickly find a product that meets their needs with an experience that clarifies the product customization process.
The improved user interface, information design, images and workflows on the website resulted in better customer conversion and loyalty.
THE PROBLEM
Customer Confidence
Users did not have the confidence to place their orders entirely online.
Most commonly, the customer’s would get stuck on the product page before completing the customization process and purchasing their items. They would abandon the order, or they would choose to call in and talk to a customer care expert for them to complete the order with confidence.
THE PROJECT
Make of the Team
- Sr. Web Designer <—me
- Product Owner
- Sr. Marketing Manager
- Sr. Front-end Developer
My Role
- Product Strategy
- UI/UX Design
- Visual Design
- Information Architecture
- Photography
KEY GOALS
Increase Online Sales
Enable users access to a streamlined workflow so that they could effortlessly customize and purchase their desired products.
Shop with Confidence
Make the website’s user experience as smooth and frictionless as possible.
THE PROCESS
User-Flows
Diagraming the user-flows helped to identify where there could be gaps. This helped to identify where the pain-points for the customers can occur.
We found that the process flow map was helpful in defining the pain points when customers were shopping on our site.
- People cannot touch, feel or see the correct color of the products online.
- People are hesitant to get help when shopping online.
- The current information Architecture is confusing, overwhelming and frustrating.
Category Pages
Large product images, pricing, and clear filtering options were critical to our solution for the category level pages.
We also found ways to promote the free sample program to help assure customers that they could have a sample in hand before purchasing a big-ticket item. Supporting that on all levels of pages helped to increase customer confidence, which led to more sales.
Product Pages
By breaking down the product ordering process into clear easy to use steps on the product page level made it more digestible for the customer as they created their custom window treatment.
I organized the product support information into a tabbed experience across the top for easy access and allowed the main focus to remain on the configuration steps.
By promoting the free sample program, we were able to increase customer confidence.
OUTCOME
OUTCOME
By streamlining the buying process into a modern, clean format for an overall user experience that is user-friendly, intuitive, & modern.
Looking for a user experience design tailored to a web-based and mobile environment to provide user-friendly workflows and an innovative graphical user interface.
We saw a 34% increase in conversion when we released this update.
