E-commerce website redesign
Marine Pellegrini
Competitors
While doing business and competitive analysis, we compared the features, value propositions and design of direct and indirect competitors.
Few stores have an e-shop, mexican grocery is a growing segment, still at an early stage.
La Esquinita has a Clear Value Proposition and positioning
User research
Quantitative Survey & Qualitative interviews conducted with key users to collect information and generate insights
I buy exotic products at least once a month
We spend on average 20-50€ each time we shop mexican products
The features I value the most on a website are: favorites, bestsellers, fidelity program & sold out visibility
Personae
Based on Primary & Secondary research a user Persona has been created
Wireframes
We designed the mid-fidelity wireframes using Figma, to validate the usability and the understanding of the new information architecture
User testing
Testing the mid-fidelity wireframes with key users helped me to iterate the Design and maintain a user centric focus
Style guide
The owner gave us some guidelines : include the “ Mexican pink” and keep a colourful and vibrant vibe
Final solution
Finally, we’ve built our hi-fidelity responsive wireframes using our Design system. The final solution is a responsive e-commerce website prototype created in figma. Designed for Desktop and Tablet devices.
Result : modern & vibrant Design, products organisation simple & clear with Bestsellers & Special offers accessible
Design critic
We’ve conducted a Design critic with the key users, in order to validate the usability & desirability of the new website
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Posted Feb 19, 2024
Research - Information architecture - wireframing - testing - style guide - interactive prototyping - delivery
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La Esquinita Convenience Store
