Designing a Luxurious Bikes E-Commerce Platform
Context
E-Commerce
2 months
Tools Used
Adobe XD
Invision
Team
Renee Yu, Product Designer | Researcher
Constraints
Mobile-web Experience
Business Background
Pedalers is a e-commerce platform that sells luxurious bikes on their mobile-web experience. The current site is underperforming with alarming user statistics of:
50% of users open average 7 items and abandon the site without moving items to cart
70% of users who place item in cart do not purchase
The Challenge
After understanding the current state of the site, I take on the challenge to improve the design and achieve the business goals of:
Increase customer conversion
Improve browsing and checkout process
Increase revenue on the products
The Solution
In response, I designed and delivered high-fidelity prototypes of new checkout process along with a component library that represent closely with the brand identity.
The Impact
The redesign results were good. Users could finish all tasks within 2 seconds without encountering issues the platform originally faced.
Design Process:
“How might we enhance the company's browsing and checkout experience to greatly improve their product’s usability?”
Target User
24 - 38 years old | User Base 72% men | High Income Earners | Take biking seriously - Willing to spend $
Using the company’s current target users, I’ve created a persona + empathy map to better understand their needs.
(Persona + Empathy Map)
Research
Armed with the provided information, I initiated the research phase by conducting secondary research. This provided insight into the effective strategies employed in the current e-commerce landscape.
Subsequently, I delved into competitor analysis, focusing on prominent players such as Amazon, Target, and Trekbikes.com. These selections were made due to their reputation and success as leading e-commerce platforms.
(Competitors Research of Amazon, Target, and Trekbikes.com)
Findings
Our research insights indicated that users are having a hard time making well-informed decision on which bike is the best fit for them based on relative features. Data also shown that many users are abandoning their carts at registration page due to having to create an account in order to make a purchase.
Must-have features for smooth checkout:
Guest checkout
Social logins
Google autofill
Display checkout process
Display offers or promo code
Multiple payment options
The bike industry has a tremendous upward growth market. Many people are starting to understand the importance of healthy lifestyle, however, they are having a hard time finding the right bike for their needs.
Concept Ideation
Based on the research findings, I developed a Purchase Flow tailored to meet users' requirements for a quick and seamless checkout process.
There are 2 scenarios within the purchase flow:
Logged-in user
Guest user
Note: After order is placed, guest users are given another chance to register in the order thank you page using the personal information entered in checkout process.
New Purchase Flow Chart
Identity
Brand attributes.
Savvy | Focused | Serious | Dependable
Brand personality.
An expert in the field who is always knowledgeable about the latest trends and best products related to biking
Colors:
Font:
High Fidelity Prototype
Home Screen
The home screen displays recently released bikes, bike articles, and features a hamburger menu for navigating pages.
Product Page
User can view all the available city bikes as well as other categories of bikes.
Product Comparison Page
The comparison page enables users to compare up to two products in detail at a time.
Product Description Page
The pages feature descriptions detailing each product's features, complemented by images and video demonstrations.
Checkout Process
The checkout process is fast and straightforward, allowing users to proceed as guests and offering multiple payment options.
Create Account (Optional)
After completing a purchase, users are offered the choice to create an account.
Testing & Iterations
I conducted a final round of usability testing with 5 users, who were tasked with completing assigned actions while verbalizing their thought process. This approach allowed me to gain insight into users' experiences and make necessary improvements to address any issues.
Overall, the results were positive, with users successfully completing all tasks within 2 seconds and without encountering the platform's original issues.
Takeaway
One key takeaway from this project is that creating a user-centric interface doesn't always require revolutionary changes. By simplifying existing checkout features into straightforward designs, users can adapt more quickly and complete the purchase process effortlessly.