BRIEFING
Re-design the website improving usability and user experience to boost the conversion rate.
AGENCY
MyEshop
DATE
May to July 2022
ROLE
Senior UX/UI Designer
LOCATION
Remote
PRIMARY RESEARCH
I gathered information from Hotjar, Google Analytics, and customers' comments from the past 12 months to find problems and insights.
PROBLEMS
1. The main navigation is not clear and the categories are very confuse.
2. The variations selector doesn't work properly.
3. There is no way to compare products and find their differences.
4. There was little information about the models/categories and their characteristics.
5. There was no way to see all product colors on the shelf, only on the product page.
CHALLENGES
1. Create a simple and easy-to-use menu so the user can browse hundreds of products and select the best model for them;
2. Simplify the variations selectors on the product page.
3. Create a comparison feature so the user understands the product's differences.
4. Create a category landing page with more information about the models rather than just list the products.
5. Add a thumbnail slider with color options on the shelf.
I built mobile version wireframes for the key screens of the website, such as the home page, category page, model page, comparison page, product page, menu navigation, and search feature.
New color palette
I created a new color palette introducing an accent color for the CTAs. I used the 60–30–10 Rule, where we try to keep 60% of the palette with a neutral color, 30% with the complementary color, and leaving 10% for the accent. I also added 3 new hues for the highlight color on product tags.
BEFORE
White
#FFFFFF
Black
#000000
AFTER
60
Primary
#FFFFFF
30
Secondary
#000000
10
Accent
#0379BE
HIGHLIGHT COLOURS
#B8FA8F
#6DCFF6
#7E97DD
Mobile first approach
Desktop design
