BY OLUWATOBI ADEBISI

This UX case study shows the process involved in designing an e-commerce TV shopping app

This case study shows the process followed in redesigning homepage, search screens and filter screens for a ecommerce company mobile application

UX/UI Designer

To design a simple to use user interface

To design an aesthetically pleasing interface

To improve customer experience

To design an intuitive user interface and smooth user experience

To minimize user steps from search to purchase

Shopping can be a stressful experience if customers have to spend a lot of time going through the process.

Generally, the expectations of users is to have a smooth experience when engaging with products. This project is aimed at improving user interaction with the platform during their online shopping experience. .

To gain a better understanding, I adopted the five stages in the design thinking process so that i can have a better understanding of the problem and how to implement solutions that is focused on solving the problem

The first approach was researching the users and empathize with them. My aim is to create a usable, intuitive and feasible interface that is relevant and accessible. I sent out surveys to understand the perspective of users and potential users.

From the research, the pain point, the needs and the problems of the user was clear. The design was broken down into features that could solve the user problems. I organised the reasons why users shop online into groups in an affinity map. This is to help with organising and directing the design stating why users use the e-commerce app for their shopping.

Users struggle to find deals and to extensively search multiple times

Users struggle to find deals and to extensively search multiple times

Users wants to narrow down their searches using filters

Options of spreading the cost of purchase is important to the users

Users want a simple way to remove items from the basket

       Reasons Users Shop Online

Based on the identified patterns and reasons why users shop online, a user persons was created. The persona was created based on potential users, current users, their pain points, frustrations, habits and needs.

The strategy to solving the problem was to brainstorm ideas and design solutions aimed to solve the user needs. The idea is to minimise the time the users spends in the process by 60% from the current design.

A simpler home page for users to see deals and recommendations

Ease of filtering their search

Option to swipe to delete items

Available finance options added while in the checkout.

                                                               USER FLOW

The above user flow shows the steps the user will got through to complete a purchase

Wireframes allows focus on functions of the designs rather than aesthetics. I opted a low fidelity wireframe so that I can make iterations where needed without the need for attachment to design. 

Once i was comfortable with the low fidelity wireframes, I designed the high fidelity mockup showing what the application will look like for the users. The aim is to improve user experience and increase the customer conversion rate.

Feature 1

Here users can see the daily flash TV sales so the can be welcomes by the offers on arrival to the homepage

Users can search for products by brands

Users can see Discounted deals

Users can see Recommendations on hot deals and new deals

Feature 2

Here users can see more about the product

Feature 3

Here users can see the results of the search

Search results will have price and discounts if available

Users can see ratings of the product

Feature 4

Users can filter their search to their preference

Screen resolution, Brands, Size, TV Type, Price

Type of payment they prefer

Feature 5

Here users can see their selection in their shopping bag

Users can see their option of payment to spread the cost of pay in full

Users can add a discount code if one is available

Users can swipe left to delete items

Feature 6

Users can see and edit their delivery address

Users can have options of choosing from a range of delivery options

I thoroughly enjoyed working on this this project. I learnt the importance of have users at the center of every decision made as this will make the user experience of the customers satisfying while using the product 

 

I was also able to learn more about my problem solving skill while working on this project as well as the process involved in building usable, visible,  accessible product.