The Nature's Bowl eCommerce MVP was launched nationwide in September 2020. The eCommerce was not generating enough revenue through sales. The goal of this project was encourage the users to shop their desirable to products thereby increasing the sales conversion.
UX Design
Figma
Miro
Microsoft Clarity
Nov 2020 - Jan 2021
12 weeks
Production
I was the Product designer for this project. I was working along with another designer to strategize, conceptualize, design and deliver the hand-offs to the developer for the e-commerce platform.
Designed concept low-fi wireframes, refined features and designed high-fi prototypes.
Conducted competitive analysis of the checkout flow and home experience.
Analyzed the user behavior pattern, Led multiple current system audit.
The current website was not generating enough sales and I wanted to understand the reason behind this issue. I used two of the resources available to me i.e Google Analytics and Survey Feedback.
1. Increase in Overall Conversion Rate
2. Decrease in the Home Page Bounce Rate
3. Increase in the Overall Sales by at least 2%?
1. Information Overload, the checkout CTA on the home page makes the user feel forced to purchase the product without building the credibility.
2. The images used does not provide the unique value proposition of the products.
3. The interface didn't resonate a shopping experience instead more of a computer software application, which raised red flags about the legitimacy of the website.
4. The discount of the sale items were to low to encourage users to purchase the products.
5. The user are unaware and couldn’t find the COD option on the checkout page.
The eCommerce page is designed with an only one goal to help users to decide and act on the offer. The design included personalized headers and relevant information of the offer. The CTA is designed to compel the user to act on the offer.
The design introduced a new sales section directly accessible from the navigation menu (green highlight). Also introduced Bundled offers to provide users with a compelling discounts and at the same time driving the Cart Value directly affecting the revenue of the business.
I decided to make use of Social proof as means to build trust and drive the conversion rates. As social proof I had two sources reviews of current customers from CSS and Social Media Engagement. I conducted A/B Testing to find out which design was better suited for our use.
The New Shopping Cart is focused more towards giving a premium and comfortable experience. At the same time providing a transparency to the payable amount through the checkout process.
The New Shopping Cart is focused more towards giving a premium and comfortable experience. At the same time providing a transparency to the payable amount through the checkout process.
Some of the key takeaways through this project
