Gadget Central

Gadgets Central is an electronic gadgets business that pivoted from face-to-face interactions to an e-commerce website.

UI/UX Case Study
Project Objective Redesigning E-commerce Website

Before Redesign

New Design

Project Overview

Relooking at Gadget Central

Despite Gadgets Central effort in reconstructing their website, the company remains dissatisfied with the outcomes. This UX case study sets to discover how can it solve some issues that user face while browsing the website.

MY ROLE

As the lead designer for this project, my responsibilities include synthesizing user requirements, communicating design recommendations, prioritizing outcomes, leading the end-to-end design process.

DURATION

4 Weeks

DESIGN TOOLS

Figma, slack, zoom (remote)

So, what's the problem?

The existing website is experiencing a low conversion rate.

Gadget Central values customer interaction, focusing on face-to-face contact. A year ago, they introduced online ordering to support the local community. Despite high website traffic, the number of completed purchases remains low.

User Research

Exploring User Needs in Online Shopping

In my qualitative research, I interviewed 16 participants aged 27 to 35 to understand their online shopping experiences and motivations. This deep dive into their habits and preferences helps me identify potential opportunities and gaps in meeting their needs.

01

Researching Before Buying
‍

How people research a specific product before making a commitment.

02

Factors Influencing Online Electronics Purchases

What are some of the factors that drive people to purchase electronics online.

03

Key Considerations for Buying Electronics Online

Understand the requirements individuals consider before making electronic purchases.

04

Why People Visit Electronics Websites and Their Actions

Understand the common reasons people visit electronics websites and the actions they typically take.

Finding & Analysis

Uncovering key insights from user interviews

In early interviews, many users shared that they browse products but don't commit to buying unless they're certain it meets their needs. They typically search for reviews and detailed specifications before deciding.

What did the
users say?

Defining Persona

I created persona to synthesize the patterns users have shared with me.

Consolidating insights from the interviewees and with the aid of user responses, key personas were defined to begin defining our solution features as follow:

Ken

Fresh Graduate

Ken has a keen interest in the latest gadgets and technologies and always on the lookout for new and innovative products during his free time.

User's Goals

Pain Points

Problem Discovery

Leveraging insights drawn from affinity mapping

I was able to streamline the brainstorming process, facilitating the generation of potential ideas for implementation. Following the affinity map analysis & user personas, I have identified and prioritized two key focuses for the websites: "Simplify Of Technical Terms" and "Keyword Filtering"

Naturally, this also leads to 2 different but closely connected objectives to consider in our ideation phase.

Primary Problem 01

How might we help user to understand technical jargon in the right place when he needs them?

Secondary Problem 02

How can we reduce the time our users spend searching for reviews?
‍

Customer Journey Map

Mapping potential scenarios to eliminate challenges

At this stage, the primary goal is to identify pain points through the task flow to provide clarity. This will allow me to better design solutions that cater to ideal scenarios

Approaching The Solutions

An intuitive purchasing experience enhances customer satisfaction.

The idea is to provide an intuitive experience for the user, encouraging them to prolong their stay on the website while browsing products. The intent is also to create a delightful shopping experience.

Technical details easy to grasp

Technical information is presented in a manner that eliminates the need for additional research by users.

Filtering reviews and testimonials

Users can now search for specific keywords in the reviews section instead of browsing through pages.

The Final MVP Product

The brand new look of the platform

With simplicity in mind and using colors that give a premium outlook, the intent is to provide users with a wholesome online shopping experience and intuitively guide them to purchase the product without hassle.

Brand new look on the landing page

Introducing a darker tone to reflect a premium look to the design — and to see how it can positively impact the overall visual design of the website.

Ability to toggle to Lite Mode

These features are designed to switch between detailed or complex text and a simpler, more easily understood version.

Keyword tab, Easy Filter

Quick Keyword tab feature for effortless filtering, making it easier than ever to find exactly what you're looking for in seconds

Project Outcomes

Boosting Conversions with Delightful User Experience

With the revamp of the website, avid long-time supporters and customers rely on Gadget Central to provide a delightful shopping experience and sustain their interests. This project has effectively identified new users' scenarios and problems, addressing them intuitively.

01

Increased Brand Visibility And Discoverability

To reach Gadget Central's goals of expanding outreach to a wider variety of demographics and increasing brand awareness.

02

Smoother User Experience Led to Higher Conversions

The new design is based on insights from user research that greatly improve navigation throughout the website.

03

Research Specification Without Switching Browsers

Experience the convenience of efficient research without the hassle of switching browsers and make well-informed decisions with ease.

Retrospectives

Design processes are merely guides to obtain answers.

Analyzing qualitative data to inform solution development is essential in e-commerce design. By understanding user needs, I can create content that captures their attention. From a business perspective, keeping users engaged on the website is crucial.