📋Problem Statement:
The USA website for Skillmatics faces challenges in delivering a user-friendly experience and effectively representing the brand's image. Its current design is not optimized, resulting in poor navigation and an unengaging shopping journey. These issues contribute to high bounce and low conversion rates, hindering the website's ability to convert visitors into loyal customers and achieve its business goals.
🎯Goal
Redesign the USA website to improve user experience and brand image.
Adapt the website for a Direct-to-Consumer (D2C) sales model.
Reduce bounce rate and increase conversation rates.
🔎Research
Redesigning the live website was a top priority, and the process began with thorough user testing and competitive analysis.
User Persona
I conducted user testing with colleagues and analyzed customer feedback, which provided valuable insights into user preferences and pain points.
This information was key to iterating on designs and continuously improving the overall user experience.
Competitive Analysis
This involved studying industry trends, analyzing competitors' websites, and identifying best practices to understand user expectations and current market standards.
Wireframe
Once sufficient inspiration and insights were gathered, a wireframe was developed to establish the website's structure and key functionalities. The wireframe was reviewed and approved, paving the way for the visual design phase.
🎨 Website Redesign
I led the redesign of the USA and India websites, focusing primarily on the USA site. I streamlined the development process by utilizing Figma and no-code tools, reducing development time by 20%.
Landing page:
The navigation bar was missing before, it was added to improve accessibility and streamline the user journey. Key features such as search, account, and cart icons were added, along with categorized sections like "Shop by Age" and "Shop by Theme" to align with common mental models of e-commerce platforms. Additional links such as "New Launches," "Bestsellers," "Gifting Options," and "Build Your Own Bundle" were also included to enhance discoverability and navigation.
A search engine feature that calculated age to recommend gifts was removed due to limited user engagement. According to Jakob's Law, users prefer interfaces aligned with familiar patterns. This functionality was replaced with the "Shop by Age" section, simplifying the browsing experience and providing users quicker access to age-appropriate products.
Adding the "Shop by Age" section streamlined navigation by reducing the need for long scrolling. This optimization created space on the landing page for other essential elements, such as bestseller products, a company value strip, testimonials, and more. These additions enhanced the page’s usability and provided users with a more engaging and informative browsing experience.
Build Your Own Bundle (BYOB):
The team initially offered pre-made bundles for sale. However, through qualitative analysis, I discovered that customers preferred the flexibility to mix and match products based on their preferences. This insight revealed an opportunity to improve user satisfaction and better meet customer expectations.
Visual Inspiration and Wireframe for BYOB
To address this, I researched to explore how a customizable bundle feature could be implemented effectively. I gathered visual inspiration, focusing on intuitive and user-friendly designs.
Visual Inspiration:
Wireframe :
Design Challenges: Visual inspiration was hard to find since similar features were rare, requiring innovative thinking to create an intuitive, visually appealing design.
Seamless Experience: The design focused on simplicity and familiarity, leveraging Jakob’s Law to make the feature intuitive for users while balancing user needs with business goals.
Concept and Final Design
The concept was straightforward: customers could choose the products they wanted and receive discounts based on the number of items selected.
The tiered discount structure offered a minimum of 15% and a maximum of 25% off, encouraging higher cart values. This approach balanced customer empowerment with business goals, making the shopping experience both satisfying and rewarding.
The BYOB feature gave users the freedom to mix and match products, fostering a sense of value and personalization.
This feature boosted company profits by 10%, and positive feedback from customers about the enhanced shopping experience was received.