Movement First
Movement First
Rebranding
UI Design
Usability Testing
Redesign
Competitor Analysis
Information Architecture
Summary
Summary
This solo project aims to redesign a struggling eCommerce store for a fictional client. The client has not been satisfied with the store's performance since its launch and believes that a restructuring of the website is necessary.
This solo project aims to redesign a struggling eCommerce store for a fictional client. The client has not been satisfied with the store's performance since its launch and believes that a restructuring of the website is necessary.
Problems
Problems
Customers needs a more defined category classification to quickly locate and find products they want to buy, and the ability to read product reviews to make informed buying decisions.
Customers needs a more defined category classification to quickly locate and find products they want to buy, and the ability to read product reviews to make informed buying decisions.
Solution
Solution
Redesign the website by using UX research methods such as Information Architecture and Competitor Analysis to not only make the website look visually appealing but also ultimately provides a seamless and better user experience.
Redesign the website by using UX research methods such as Information Architecture and Competitor Analysis to not only make the website look visually appealing but also ultimately provides a seamless and better user experience.
User Interviews
User Interviews
I conducted 5 user interviews with people who use gym products, aged 25 to 31, to determine their needs, goals, and frustrations when purchasing gym products from a website in Singapore.
I conducted 5 user interviews with people who use gym products, aged 25 to 31, to determine their needs, goals, and frustrations when purchasing gym products from a website in Singapore.
Based on the interviews, the two key insights are that shoppers:
Based on the interviews, the two key insights are that shoppers:
Competitor Analysis
Competitor Analysis
I analyzed three competitors in the gym industry to identify features that they have that Movement First don’t.
I analyzed three competitors in the gym industry to identify features that they have that Movement First don’t.
Based on the analysis, I have gathered three main learning points.
Based on the analysis, I have gathered three main learning points.
Photos of people using the product
-To help users visualize how the product looks like being used.
Photos of people using the product
-To help users visualize how the product looks like being used.
Product reviews
-To provide valuable insights of a product and its performance,
helping both the manufacturer and the consumer make informed decisions.
Product reviews
-To provide valuable insights of a product and its performance,
helping both the manufacturer and the consumer
make informed decisions.
Product recommendations
-To improve sales, customer satisfaction, and create a more personalized shopping experience.
Product recommendations
-To improve sales, customer satisfaction
and create a more personalized shopping experience.
Tree Testing and Card Sorting
Tree Testing and Card Sorting
User behavior was recorded through tree testing and card sorting techniques, which involved users in the process of organizing information into categories that made sense to them. This helped create a clearer information hierarchy and navigation structure for the website that met the users' needs and expectations.
All of the data and feedback were reviewed to determine the information architecture, and once this was completed, it was time to create prototypes for testing.
User behavior was recorded through tree testing and card sorting techniques, which involved users in the process of organizing information into categories that made sense to them. This helped create a clearer information hierarchy and navigation structure for the website that met the users' needs and expectations.
All of the data and feedback were reviewed to determine the information architecture, and once this was completed, it was time to create prototypes for testing.
Persona
Persona
To better understand the target audience and make design decisions accordingly, I have created a persona for users. This will lead to solutions that work for both existing and potential shoppers on the e-commerce site.
To better understand the target audience and make design decisions accordingly, I have created a persona for users. This will lead to solutions that work for both existing and potential shoppers on the e-commerce site.
Usability Testing
Usability Testing
Usability testing sessions were used to observe the user's behavior and collect feedback on their experiences.
Usability testing sessions were used to observe the user's behavior and collect feedback on their experiences.
Before
Before
Most users think that there should be some form of sorting for the categories from the drop-down menu and to avoid information overload, the other categories should be hidden until they are selected to be opened.
Most users think that there should be some form of sorting for the categories from the drop-down menu and to avoid information overload, the other categories should be hidden until they are selected to be opened.
After
After
The revised version has been alphabetically sorted, utilizing a medium font style for sub-categories to establish a clearer hierarchy. Additionally, other categories remain hidden allowing users to avoid excessive information sifting.
The revised version has been alphabetically sorted, utilizing a medium font style for sub-categories to establish a clearer hierarchy. Additionally, other categories remain hidden allowing users to avoid excessive information sifting.
Before
Before
4/5 participants believe think that there should be indications added for scrolling.
They also think that the Sports and Exercise section can be improved further by adding more details as the current content resembles programs.
4/5 participants believe think that there should be indications added for scrolling.
They also think that the Sports and Exercise section can be improved further by adding more details as the current content resembles programs.
After
After
Emphasis on products
The Sports and Exercise section was improved by adding
the word 'product' and emphasizing a product for each category.
Emphasis on products
The Sports and Exercise section was improved by adding
the word 'product' and emphasizing a product for each category.
Indications to scroll
Indicators like an arrow and a scrollbar was added based on
user feedback.
Indications to scroll
Indicators like an arrow and a scrollbar was added based on
user feedback.
Final Look
Final Look
I took the feedback gathered from the usability test and iterated the design into a high fidelity mockup.
I took the feedback gathered from the usability test and iterated the design into a high fidelity mockup.
What I Learned
What I Learned
One of the main cause of information architecture mistake shown here was Extreme Polyhierarchy. With too many classification options, users are forced to think harder to move forward.
Users spend too much time agonizing over categories and then get confused whether if the items will show up in multiple places.
One of the main cause of information architecture mistake shown here was Extreme Polyhierarchy. With too many classification options, users are forced to think harder to move forward.
Users spend too much time agonizing over categories and then get confused whether if the items will show up in multiple places.
Future Steps
Future Steps
A mobile responsive site
To make it convenient for users to browse and purchase products anytime and anywhere
Developing more logical top level categories
With the chance to do so, I am confident that we can streamline the level categories to make them more intuitive, and thereby reduce their number.
A mobile responsive site
To make it convenient for users to browse and purchase products anytime and anywhere
Developing more logical top level categories
With the chance to do so, I am confident that we can streamline the level categories to make them more intuitive, and thereby reduce their number.
Website redesign to improve visual elements & provide
comprehensive & easily accessible information
Website redesign to improve visual elements & provide
comprehensive & easily accessible information
Website redesign to provide a seamless
& enjoyable experience with family & friends
Website redesign to provide a seamless
& enjoyable experience with family & friends