OVERVIEW
PLAE e-commerce website is fully responsive that aims to sell footwear products for kids and adults. Arwin’s redesign increased conversion by 12% and revenue by 20% over the past year.
BACKGROUND
PLAE is an e-commerce focused company but before 2018, the website suffered from low engagement and low conversion rate while seeing high interests from consumers from different channels: ad, social, google search...etc. This led me to investigate this situation by conducting interviews, usability tests, surveys and working with the customer care team to gather feedback from customers. All these data led me to a proposal for the top executives who authorized me to redesign our website and lead all web design and optimizations.
PROCESS
EVALUATE AND IDENTIFY PROBLEMS AND GOALS
Two navigation bar that hid and confused the customer where to find the right information and fulfill their intent.
Homepage lacked a compelling story about the brand and answers new customer’s curiosity.
Shop pages were difficult to navigate and search for specific styles of shoes due to poor categorization and design flow.
Disjointed customer journey which caused high bounce rate and low new customer acquisition
Kids customers was not aware of the adult products due to separate menus for each demographics.
RESEARCH FOR BEST PRACTICES & SUCCESSFUL E-COMMERCE BRANDS
Thirdlove for survey format to educate and guide the customer through the shopping experience. The survey help gain trust, create reassurance, provide confidence in trying new product.
Allbirds’ homepage capture audience’s attention and convey their messages effectively and concisely without too much words.
Care/off for creating trust and showing success and personal stories to create connection with the customer. This allows the customers to feel like it is the perfect product for them.
B&O on branding and presenting the values of the product which create strong desire to purchase despite the high price.
Everlane and Outdoor Voices on shop page presentation and categorization.
Outdoor Voices for direct shopping experience at shop page which cut down one more step towards check out.
Buffy simple, consistent and concise messaging and branding that sells a very simple product.
MAP OUT CUSTOMER JOURNEY & WEBSITE’S INFORMATION ARCHITECTURE
LOW FIDELITY MOCKUPS
HIGH FIDELITY MOCKUPS
Examples of Retrospectives Deck
A/B Testings
