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Modern Relik, a boutique store renowned for its carefully curated collection of furniture and accessories, sought to broaden its horizons beyond its physical presence. Their aim was not only to cater to architects and designers but also to extend their reach directly to customers, making it a more accessible B2C E-commerce platform.
Problem:
Accessing high-end designer furniture and furnishing products from around the world is inconvenient and not easily accessible.
Solutions:
Building a digital platform to make products from around the global accessible from anywhere in the US- Curation of products from around the world from various designer made simpler than ever before- Providing easy tracking system to understand the complete users journey from purchase to delivery
Objective:
Research:
This Research process included asking their existing customers about their current experience with the e-commerce website and what is that they would wish to change, this also followed by having a focus group discussion wherein, we received great insights.
In my research, I gathered firsthand insights from users by employing tailored questions to inform the development of top-notch digital platforms. These insights were collected through methods such as ethnography, interviews, surveys, and workshop activities.
Some of the key insights from these activities gave us incredible insights. I tried to figure out problematic areas on the existing website by applying Usability heuristics. Following are a few problems which I found out during this exercise.
On carefully analyzing, I discussed with the team on working on problems by priority, what affects the product currently? what can be changed short-term and long term? Here are some of the feedback that we highlighted from insights
Through research and brainstorming sessions, we utilized an affinity process followed by personas to identify key concerns that could be addressed to their audience to enhance the overall process. These concerns served as opportunities for improvement i.e 85% people prefer online shopping but do not have access to all designer products under one roof
The idea was to create a stress-free experience for customers to connect with innovative designer products worldwide, enabling effortless ordering, coordination, tracking, and delivery from their homes. To achieve this, I followed the empathy and journey mapping process.
The UI design process commenced with establishing the core brand values and UI architecture. Regarding visual graphics, I opted for a more neutral and linear design structure, following HCI (Human-Computer Interaction) principles to align with purchasing behaviors.
The prototypes were developed based on a thorough understanding of user personas and their journey. We conducted A/B testing to refine and improve the final product.
The brand design was to simplify and make it a linear layout to have a clear and concise display of product with muted design and color
The final prototype was to build an intuitive user experience with clear layout and flow of content, the navigation for these digital platform was organized with clear directions at all touch points with CTA goals
In my role as a User Experience Design Strategist, I employed the design thinking process to craft an ideal design system that enhances the user journey. Through empathizing, defining core issues, ideation, prototyping, and iterative testing, I refined the digital platform's user experience. This commitment to design thinking resulted in a seamless and engaging interaction for our customers, elevating their experience with our high-end designer products
