Optimized Navigation and Product Placement for E-Commerce Success
Industry
E Commerce
Timeline
5.5 months
Challenge
Despite offering a unique product range celebrating India's pride and culture, the company struggles to effectively communicate its brand story through the website. We improved the e-commerce experience by streamlining navigation, product placement, product discoverability and easy purchase.
UX Audit
Brand Story
The brand story focuses on Indic products & souvenirs that capture a piece of India's rich heritage while supporting rural artisans. We designed unique brand elements to represent this narrative along with dedicated sections in the website.
Target Audience
We identified various target audiences and subgroups to better categorize products and communicate this through the top navigation, dedicated sections, and specific pages.
User Persona
Purchase Journey
Based on user types and their desired purchases, we developed purchase journey maps that highlight various ways for users to discover products, access special offers, and the number of steps needed to complete their checkout.
Information Architecture
In the information architecture (IA), we outlined the purpose, key action points, and brand story for each section, ensuring a cohesive flow across every page of the website.
Google Analytics Insights
We analysed Google Web Insights to understand the products browsed by different target groups, enabling more tailored marketing strategies and improved customer engagement.
Mood Board
High Fidelity Design
Outcomes
Enhanced Purchase Journey
We optimized the purchase journey, enabling users to navigate seamlessly from product discovery to checkout. We improved conversion rates, ensuring a more satisfying shopping experience.
Brand Visualization and Storytelling
Our efforts extended beyond website design to enhance brand visualization through new brand elements and storytelling, effectively communicating the unique narratives behind our products.
Coherent Website Design
We implemented a coherent website design that unifies aesthetics and functionality - making it easier for users to find information and make purchases.
