Our stakeholder tasked us with redesigning a desktop workwear e-commerce site to boost the conversion rate by optimizing the information architecture.
Assist local shops and professionals in enhancing their online presence for improved visibility, focusing on creating or revamping e-commerce platforms with an emphasis on user experience.
Vergos Custom Wear, a Greek e-commerce business founded in 2019, specializes in customized workwear and casual clothing. Led by CEO Apostolos Vergos, the company aims to expand beyond Greece into Balkan countries in 2023. The target market includes both genders, aged 20 to 70, with a focus on pink-collar workers. Currently lacking a formal marketing and branding strategy, the company's marketing efforts are limited to Meta performance ads, with no SEM or SEO activities. Project success will be gauged by increased sales and profitability.
Initial findings highlighted Vergos' strengths in payment methods and a lower free shipping threshold than competitors. However, a heuristic analysis identified two key issues:
Aesthetic integrity: The website overwhelmed users
Use of recall over recognition: This complicated the user journey
Despite offering similar customization options as competitors, Vergos faced more challenging navigation. The primary goal became clear: a redesign was necessary for a seamless user experience. The question arose: how to achieve it?
We developed a targeted questionnaire and conducted 10 user interviews through platforms like Zoom and Google Meet. Each session was moderated by a team member, with additional members taking notes. The insights gathered from these interviews provided a diverse range of perspectives.
Kostas’ problem could be summarized in: “Vergos, an e-commerce store, was designed to supply customized workwear. We have observed that the website has neither designated subcategories nor filter options. The information about delivery or tracking is also insufficient. This causes users to get frustrated and purchase less.”. Problem statements can provide clear direction and focus.
We employed Lofi wireframes for Concept Testing, engaging with 5 users through interviews. Upon analysis, we discovered notable patterns:
Users struggled to identify image cards as product representations
Emphasizing prices emerged as a crucial aspect
Categories on the homepage garnered attention, with the main menu and search bar requiring more prominence
Users recommended an additional screen in the Product Detail Page (PDP) after selecting a size to display chosen preferences
The transition from Category Detail Page (CDP) directly to PDP felt abrupt; users desired an intermediate stage for a smoother progression from generic to specific information
To further enhance Kostas' experience, we refined the Mifi wireframes by:
Streamlining product card descriptions for maximum clarity and user engagement
Employing strategic price highlighting to improve visibility and facilitate easier decision-making
Enhancing the prominence of the main menu and search bar on the homepage for effortless navigation
Fine-tuning the secondary PDP to seamlessly showcase Kostas' preferences
Introducing an additional subcategory within the second CDP to provide a more granular and personalized browsing journey
To enhance the user experience based on Usability Testing feedback, two key adjustments were made in the Hifi wireframes:
Enhanced Main Menu Visibility: Optimized the main menu for improved visibility, ensuring easy access to key navigation elements
Streamlined Header: Reduced the header's visual dominance to declutter the interface and provide a cleaner, more user-friendly layout
The Hifi wireframes were shaped by key brand attributes: Quality, Customization, Safety, and Value. A Moodboard was created based on these attributes, but testing revealed an overemphasis on safety and a neglect of value. Adjustments were made accordingly. The Moodboard's images influenced the color palette, and Typography choices incorporated fonts such as Oswald and Lato.
During the design critique, the following issues were identified:
The customization service did not stand out sufficiently in the Main Menu
The filters on the CDPs were positioned lower on the pages, causing usability challenges for users
Users faced difficulty in understanding their location on the website
The Design Critique findings guided changes in Hifi It 1 design:
Rearranged the main menu, positioning customization as the last item
Moved filters to the top of the CDP for improved accessibility
Introduced a feature in the main menu to highlight the current category users were viewing
Hifi It1 wireframes were used for the initial Hifi Prototype in Desirability Testing. Results from the test with ten users revealed effective communication of quality and safety attributes, but the customization and value aspects were less apparent.
Further improvements were made to the final prototype based on Desirability Testing insights:
Enhance the visibility of customization and sales options in the main menu
Deal badges were introduced for sales items to provide a clearer and more engaging user experience
The style tile represents the selected elements for the color palette, typography, and all UI components across the Hifi journey, unifying images, carts, forms, buttons, and filters for a cohesive visual identity.
The project was both interesting and challenging, driven by a human-centered approach that provided valuable insights:
Data unveils unexpected findings
Simplicity in design improves comprehension
UX/UI professionals differ in behavior during concept and usability testing compared to non-specialists
Active listening to users yields valuable solutions
Effective teamwork achieves remarkable results
The project was captivating and challenging, beginning without a defined marketing strategy or prior research, relying on personal preferences. Despite the numerous optimization tasks, our team efficiently prioritized them. In a field not typically associated with creativity, we achieved an aesthetic outcome beyond expectations. This project underscored the power of collaboration and the pleasant surprises it can bring.
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