Discover & Define
The Challenge
The existing Ecommerce website is undergoing heavy bounce rates and frequent calls from customers to address various issues in executing a task. Being most of the customers were based abroad with different time zones the business faces customer support services.
The Solution
The business decided to revamp the entire Ecommerce website to a productive web platform for assisting customers worldwide.
High priority goals were:
Simplified customer journey
New Digital Services such as wholesale account registration, making sales enquiry, live chat, product page enquiry, email newsletter subscription, tracking delivery information
Product by brands pages, detailed product description on product pages with product images
Site Information Architecture, Accessibility and Usability performances with highly appealing visual design
Measuring success for design
Within the first year of revamping the Ecommerce site, we achieved
82% increase in user retention
97% sign-up rate for email newsletters
100% customer satisfaction for quick response times across live chat and other communication channels
7K+ wholesale account registration
These phenomenal results, along with the prestigious Queen's Award for International Trade 2015, solidified Premier Exports' position as a leading FMCG global player.
User Research and Analysis
Focussed on identifying user needs via a variety of research methods. As a product team, we spent time talking to customers over the phone, user interviews on Skype, collating previous feedback emails and learning from customers in the expo events about their current pain areas and good-to-have needs when placing an export order.
With the help of all the information gathered to create personas to evaluate and validate within the business to bring new services. The goal is to understand the end-user requirements of delivering productive web-based functionality platform.
Area of Opportunities
Product enquiry within the product page
Wholesale account registration with the company
Visual presentation of product images and dynamic update of product information and prices
Search functionality to find relevant information & detailed FAQs
Customer support for pre-sales, and after sales support directly from the team via Live chat
More room for special offers & discounted sale
Prioritisation
Synthesising the user research based on observations, market analysis, and stakeholder interviews towards user-centred design following social, demographic and geographic characteristics, needs, goals, expertise, cultural background and motivations. The web platform features prioritised to enhance end-to-end user experience from initial enquiry to after sales support.
Enhanced features
Responsive design
Wholesale account registration
Live chat (Customer support)
Product page enquiry
Email Newsletter subscription
Tracking delivery information
Global search
Refined Site Information Architecture
Develop
Wireframes
Low fidelity Prototype
Developed low fidelity prototype from the wireframes to run user testing to gather feedback to validate. Various scenarios were tested with the users across the globe (primarily focused on Gulf countries) to identify the optimal customer journey in adding products, proceeding to checkout, product inquiry, customer support via live chat.
Usability Testing
Based on the designed scenarios, I started conducing usability testing with the users across the globe (primarily focused on Gulf countries) to understand the product expectations and user needs are met and gather feedback for iteration. After gaining valuable feedback from user testing, I underwent rapid iterations to the flow and designs elements. The usability test helped me to provide insights to product and business based on success ratio to the proposed design.
Deliver
Design Specification and Delivery
Streamlined user experiences, crafted UI designs, developed a comprehensive design library, and curated digital assets, all accompanied by detailed functional documentation. Collaborated closely with the engineering team to seamlessly integrate the redesigned Ecommerce platform and deliver a transformative user experience.