legacy
E-Commerce Web Design
Objective
To create experience principle and design for the revamped e-commerce platform for brick & mortar E-comm company. Connecting back to the principles the Jewellery firm is built on & creating elements to translate them to the targeted persona.
​
Expected Outcome
Landing Page- Web Experience- Other Pages- Moments
​
Story
Changing times & especially covid scenario has created new boundaries for the e-commerce platform should adapt & transform. From creating user journeys to research to back up hypothesis which will help in creating wireframes for the website.
Methodology
Discover
Research
Understanding from within
Multiple interviews taken with people within the firm from different levels of departments to gauge their need & expectations
Whats happening in the world?
Multiple interviews taken with people within the firm from different levels of departments to gauge their need & expectations
​
Competitor Analysis
To understand what is out there in the market right now for the customers to consume & to keep a benchmark for the maximum and minimum experience the same set of customers that we cater to keep as expectations.
The competitor analysis was done keeping 05 UX Parameters in place. We did the same for 08 competitors.
Keeping the benchmark with competitors
1.. Navigation and Information Architecture
Navigation options are visible and clear
Overall navigation supports primary task flows and works as an integrated whole
Number of pages to complete task is appropriate
Effective Information approach
Labels are distinctive and descriptive
Menu items trigger actions that meet user needs
Menu items promote content which meets user needs
​
2 Content
Content follows summary / detail format
Customer centric Communication style and tone is used through out
Content is consumable and facilitates decision making
3. Presentation
Layout - good balance, low visual complexity, clear visual hierarchy
Colour - appropriate for brand, guides attention, aids in grouping
Icons & Graphics - Supports brand, follows a clear purpose, enhances layout
Typography - clear type hierarchy, appropriate size, good legibility
Innovation and freshness of Design
4. Interaction
Controls and micro-interactions
Good use of controls and interaction model
Number of micro-interactions to complete task is suitable
Strong visual affordances for selection.
Good error prevention strategy – format cues, controls, help
Response to user input
Speedy system response
Appropriate messaging and feedback
​
5. Value and usefulness
Does the content or feature ultimately deliver value?
Appropriate and relevant help at every point
Other competitors considered - Regional
Other competitors considered - International
Cross industry inspirations
Design Thinking Workshop
After the secondary research on client background check, existing application and also on trend, behavioural nudges of user-groups and competitive analysis, a design thinking workshop was conducted with the client to map out their prioritisation grid and the to-be journey
Empathy Map
Prioritisation grid
To be journey
Observations
-
Currently Joyalukkas see nearly 90% drop-off rate at checkout, we need to redefine that.
-
Joyalukkas have a gap in catering to spontaneous and impulsive buyers from the younger generation.
-
Joyalukkas designs, customer interactions, website have all been culturally focused on an older age group so far.
-
Due to the pandemic, recently there has been an increase in website traffic.
-
The current customer experience is fragmented, there is a need to unify the fragmented journeys of different kinds of Joyalukkas platforms onto one platform.
-
Joyalukkas have high customer satisfaction who trust us with high ticket purchases due to authenticity and value-for-money belief.
-
Joyalukkas have a gap in catering to spontaneous and impulsive buyers from the younger generation.
Define
Insights
Deriving Persona
To understand what is out there in the market right now for the customers to consume & to keep a benchmark for the maximum and minimum experience the same set of customers that we cater to keep as expectations.
The competitor analysis was done keeping 05 UX Parameters in place.
Design Principles
01
Translating Legacy
Communicating clients rich history & ethos
02
Minimal yet Bold
Millennial needs to showcase upfront & garter attention
03
Transparent and building trust
Shifting clients trust build over past to e-commerce keeping transparency
Develop
Ideations - Moments
Virtual TRY-ON & Try at home
-
COVID & e-commerce - Covid 19 restrictions has lead to decreasing brick & mortar users but also paved way for online e-commerce. We incorporated addition of virtual TRY ON feature to help user create a virtual shopping experience sitting safe at their houses. In addition to that we designed Try at home feature to have safe executive book slots to cater nearby customers around jewellery with selected designs to have in-house shopping experience right inside their house
Extensive Product list cards
-
Communication over the specifications required for buying decision to unnecessary movement to & fro from listing page to description page. We have optimised the listing page cards to act as a mini description page itself keeping necessary data points to finalise a User decision.
-
Joyalukkas are focused manufacturers and do not produce gold products in bulk & hence having a limitation over the areas a specific design product can be delivered. To give the upfront communication over the reach of delivery pinched is verified to avoid misunderstanding while in the checkout page but on the selection itself.
Stories over collection
-
While doing internal research over the type of collection and the exclusivity over the product design. We observed many similar unique collection which can be clubbed together. Since one set of collection in Joyalukkas has limited product, we designed the collection page to encapsulate multiple minor collection into one giving themes collection pages with sub collection within.
-
With added numbers to the page, we also suggested to incorporate buying as a set feature since users seeks to keep the match over other jewelleries in consideration to purchase decision. To give more clarity over the low ticket collection set, we gave the value of gold & tax in breakup for short nudge in buying.
-
The backstory of making a collection is indeed fascinating. We gave sourced with care to give millennial users the ethical additions taken over finally creating this collection
Shop the look
-
While understanding the user groups especially millennials, there is a different understanding of "VALUE" in terms of money or material things. They are basically not into 'blings' (shinny things) either, but weirdly they go any extent to complete full package they envision before buying jewellery. Especially women would want every piece of accessory to identify with her character and match the occasion she is planning to be in, as a result of which from the 'bindi' to shoe lace colour is matched and bought carefully. And hence we give an opportunity to match the piece selected in the description page to sync with other collection product so that even if it does not result in 100% translation, the user is aware of the possibility of matching the set in the future to look forward to.
Deliver
Style Guide & Snapshots
Impact
Qualitative
-
Website more user friendly and intuitive to the targeted persona
-
Internal business processes streamlined to address the immediacy element in a buying behaviour .
-
Single view of an enterprise established across platforms globally
-
Personalisation enabled
-
Enhanced quality of customer engagement basis of understanding customer behaviour
-
Improved brand recall
Quantitative
-
Expected higher transaction value from the current 1% to at least 15%+
-
Improved returns on Marketing spend
-
Increase in traffic and dwell time on site
For Full extended document - connect with the author