Flagship e-commerce website
Dushica Atanasova
UX Researcher
UX Designer
Product Designer
FigJam
Figma
The client is a flagship e-commerce store representing a prestigious brand. Despite its established reputation, the store faced challenges with online purchases due to design issues, a disoriented user flow, and a lack of premium appeal.
Challenges
Disoriented User Flow: Customers struggled to navigate the website, leading to frustration and abandoned carts.
Cheap Design Aesthetic: The website’s appearance gave an impression of low quality, overly focused on sales, detracting from the brand's premium image.
High Cart Abandonment Rate: Many visitors added items to their carts but failed to complete purchases, indicating a lack of confidence in the shopping experience.
Competitive analysis
Suggested user flows
Information architecture
Objectives
Conduct a competitive analysis to identify best practices and industry standards.
Redesign the user flow and site architecture to enhance navigation and improve the shopping experience.
Increase conversion rates and reduce cart abandonment.
