Emily Veras - Portfolio | E-Commerce UI / UX

RESULTS

360%
increase in
orders

63%
increase LFV
per user

3%
increase in average order value

269%
increase in
sales

140%
increase in
conversion rate

19%
increase in users
reaching checkout

My role

Lead
‍UI / UX Designer

As the lead UI/UX designer, I led the project from research and wireframes to interactive prototypes and final design. I worked alongside my team to redesign our clients existing e-commerce website using best practices.

RESEARCH + DESIGN PROCESS

THE
PROBLEM

Our client's customer base online and at retail was growing - therefore, so was the need for improving the user experience.

Heuristic research led us to conduct a full visual and content site audit, which showed us various areas that needed improvement.

THE
GOAL

The goal was to increase our clients' brand awareness, grow their eCommerce business, and drive retail traffic.

site audit in strategy deck

RESEARCH,
SITE AUDIT +
COMPETITIVE
ANALYSIS

We gathered our research insights by communicating with the stakeholders and examining their industry's most significant pain points and their customers by reviewing comments and reviews. Our team also conducted an in-depth study of their current customer's experiences using HotJar to record their present movements, existing site analytics, and an audit of their main competitors.

The audit helped us determine what features needed to be added or replaced to be at parity with their competitors and capture market space.

ANALYZING
RESEARCH

Analyzing the research from our discovery phase, we realized that there was a huge opportunity to streamline multiple aspects of the website - including the home page, primary navigation, category pages, and product pages.

before + after

PRIMARY NAVIGATION

By streamlining the main navigation - we were able to have our client's customers reach their desired page in two clicks instead of five.

The previous navigation was confusing because their main navigation was twice-embedded within the mega menu, as seen above.

Implementing a best practice, we removed the mega menu and the users were directed to a newly built category page.

category page with filtering options

CATEGORY PAGE

On the category page, we added features such as product filtering to help users find their favorite product while also being introduced to new ones.

The user could now search by product type, size, and scent, with scent being one of the white space categories that could help separate clients from their competitors.

lo-fi wireframe

before and after product page

PRODUCT PAGE

The product page had various issues, including that it was difficult for a user to self select a product.

The product type image was a circle with a solid color as seen in the screenshot to the left; The user had to select each color to differentiate the products as there was no indication what the color meant.

Now users could directly co-relate the product with the ingredient visual.

We solved this by streamlining the users ability to self select + explore products by adding an ingredient visual and product name.

Condensing product information such as product description, how to use and ingredients into one module
Adding an icon-based free-from module, which touted what ingredients their natural formulas were free-from
Creating a FAQ Module with the most asked questions by product
Added a Review section for user confidence and social-proof

MOBILE

We also designed for a mobile-first approach, making sure to also address pain-points users had on the desktop version.

The new product page on mobile also gave users quick access to all of the products on one product page by using an ingredient visual.

The add to cart module was stickied to the bottom of the browser, allowing the user to select the product size, quantity and add it to their cart without scrolling.

POST LAUNCH ANALYTICS

ClICK HEAT MAP

Click heat mapping also showed that users could not only understand the new product selection modules flow but also explore more of the educational content.

SCROLL HEAT MAP

This before and after heat mapping image shows that users were now scrolling a lot more with the new re-design than before. Users were now able to explore the content much faster - which correlates to how much quicker they could reach check-out.

RESULTS

We reached our client's end overall goals within two months of launching.

Integrating established design elements from packaging and marketing onto the website to solidify the brand's presence.
Creating a new flow for users to search for educational content + products helped increase checkout reach
Re-working their store navigator to help drive traffic to their retail partner's locations.

DURATION

4-6 months

TEAM

Creative Strategist
Project Manager
Digital Marketer
Lead Designer
Junior Designers

KEY SKILLS + DELIVERABLES

Competitive Analysis, Lo + Hi- Def Wireframes, Interactive Prototypes, Design Research, Visual Design, Content Strategy, Prototyping, Front-End Coding