UX / UI / Web Design
Project: Redesign of Rakuten, an e-commerce site
Check out the clickable prototype of the redesigned site here! The objective is to buy a pair of women's athletic shoes. Let me know what you think!
The episode in which I perform a strategic redesign of a not very great e-commerce site...
In response to a quick two-week challenge to redesign the international e-commerce site, Rakuten. I wanted to improve the shopping experience for users which would in turn increase conversions for the business. To address the key user experience, shopping, and the key performance indicator, sales, I focused on redesigning the site based on a single task: shopping for a pair of women's athletic shoes, which can then be applied across the rest of the site's architecture.
From the user interviews I discovered the following:
The primary pain point was the confusing and often ill-fated search process, where shoppers would regularly find dead links or be directed to external sites unwittingly. These diversions distracted users from finishing their task and making purchases.
Direct quotes from users:
"There is so much going on… it's not clear OR pleasant."
"You really have to spend time with the site to figure out what's going on. "
Site map and wireframes:
I applied traditional information architecture principles, informing the methodical reorganization of the site.
I focused specifically on the hierarchy of the homepage to feature top deals.
Redesigned Product Page:
I wanted the product pages to feel cleaner, with only the most relevant information presented to the shopper. Using cues from other major e-commerce companies I rearranged and prioritized the elements to create a beautiful, more functional page.
Redesigned Home Page:
I made popular categories easily accessible by revamping the search features, including the dropdown and access from the homepage.
I applied UI design principles of color, negative space, and typography as well as carefully curated photos to draw the eye down the pages
I conducted additional user testing after developing a clickable prototype hosted on InVision (mockups made on Sketch and Photoshop).
Users were able to easily navigate through the redesigned site, commenting on how pleasant and familiar the new experience was.