Designing a personalized e-commerce shopping experience
The challenge in this project was to create the brand identity for a succulent gifting company that reflected the styles and tastes of target users, and to design an e-commerce website experience and user flow that represented the key findings of user studies.
Model
B2B/B2C
Category
eCommere · UX/UI · Interactive Prototype
Year
2024
Process
Breaking down the project
The design process for this project involved several key stages. I began by conducting extensive user research to understand the problem space and user needs. The data from user surveys and a competitive analysis helped reveal objectives and drive project next steps.
Defining objectives
Project objectives included the creation of a professional brand identity appealing to both businesses and individuals, a comprehensive brand style guide for maintaining cross-platform brand standards, an e-commerce wireframe focused on product personalization, and an interactive prototype highlighting user-friendly navigation, user flows based on strategic product segments, and an intuitive e-commerce checkout process that encouraged repeat use and transactions.
Discovery
Optional user flows were mapped and were driven by user personas, storyboards, the content model, and wireframes. User research informed where the greatest opportunities were. Focus was placed on the personalization of the product.
'Choose a Container', 'Send a Personal Message', 'Choose In-Person Pickup', and 'Ship to Recipient' all became features users felt incredibly useful and these features were included in the project.
User evaluations drove each iteration of work. The user tests included interviews and observation of tasks as well as a post-study questionnaire.
The project's iterative approach meant improvements happened in sprints and the final design was achieved through continued iterations and refinement. Users really liked the end result and ranked it 10/10 for its usability, engagement, and intuitive, user-friendly design.
