CASE STUDY
An eCommerce website
for kids clothing
CLIENT
Gini & Jony
MY ROLE
Heuristic Analysis
User Experience
User Interface
To understand existing use cases and behaviors of Teachers, Parents & School Management teams
Design the EduHex platform which will include a real-time Learning Performance Management System for improving the overall learning outcome of students.
our
Challenge
existing
Website
For end-users, the website had poor usability and some of its pages weren’t working as expected. The checkout process was overwhelming. Return and Exchange information wasn’t easily accessible, bringing the store’s rate down. The gifting process was also quite difficult to use.
Listed below are a few Heuristic principles that were not followed on their existing website.
domain
Discovery
2.86%
of website visits converted into purchases
Offering the lowest price or the best products is no longer enough. Users expect a personalized shopping experience when they visit a website.
30%
of consumers say they would rather buy from a website they’ve bought from previously
Once customers have a good experience with a brand, they are more likely to return to the brand and even recommend it to others.
60%
of online shoppers abandon their carts because of unexpected extra costs/steps
From the time the user adds something to the cart, the process to checkout should be as frictionless as possible to reduce bounce rates.
most users on the website are new visitors
most users are female between 25 - 34 and 35 - 44 years of age
user
Stories
New parents need to think of Gini & Jony as a style choice for their kids. They usually are overwhelmed by the number of options in online stores. Tools like product lists based on style or necessities, good product filtering, and personal in-store assistance are important to make them feel cared for.
Experienced parents just want to quickly find what they are looking for. They know the products and are more interested in the search, filtering and how easy it is to purchase. Unfortunately, the client wasn’t comfortable with user interviews, so we relied on web reviews, stakeholder interviews and social media to dive deeper into some users’ thoughts and desires.
NEW PARENTS
I am unsure about what products I need.
I am going to have a baby soon and I need help to know what products I need.
I have never had children before. I’m not sure what to buy.
I want all the best products for my child.
I am a parent that wants the best quality clothes and budget is not a problem.
I want to know the quality and sizes of the clothes I am buying so that its the most comfortable for my child. It’s important for me to view details.
RELATIVES / FRIENDS
I need to buy a gift.
My friend has a young boy. I wonder where the gift registry is located. How can I access it and buy what I need.
I have tried to order it a few times but could not find it.
EXPERIENCED PARENTS
I know what I need.
As an experienced parent, I know the kind of clothes I need and just want to filter, add to my cart, and purchase them as easily as possible. I have my data in the website and I need to buy clothes fast and hassle-free.
user
Flow
suggested
Features
After our research, here are a few features to make the website experience better.
User Reviews
Pressure from the social circle and the need to belong to a particular group pushes them to purchase the end product. Using power of people like me, social learning, and social proof to leverage social needs. This helps user convert fast.
Order Status Management
Customers want to know the status of their delivery to ensure it's on its way and brought to them on their given delivery date. Ecommerce websites need a section that tells users which location their delivery has reached and the no. of days it will take to deliver. This section will clear all doubts post-delivery like view order details, cancel order, download invoice, etc. Incase of any issues with the delivery the customer will be notified. There should also be a plan B, to directly call the seller to incase of an emergency.
Highlighted Seasonal Offers
Different sections apart from the catalog should be introduced in case of a sale or festival. For example, new trends and new arrivals should be given a more highlighted page on the screen.
Geolocation Tagging
Based on the shoppers location, the website will directly tell the user how much time it will take them to deliver. Also give them reminders incase a store near by has offers or new collections.
Payment Methods
There should be a wide range and easily understood payment methods for the user after checking out. More recently a plethora of payment methods have emerged - Paytm, Google Pay, Amazon Pay, Net banking, Gift cards etc. need to be used for the user's convenience.
Cross Sell /
Up Sell
Cross-selling identifies products that satisfy additional, complementary needs that are unfulfilled by the original item. For example, if a customer is buying a t-shirt, a recommended product would be jeans. Upselling often employs comparison charts to market higher-end products to customers. For example, if a customer is buying a t-shirt, more similar t-shirts will be recommended.
high fidelity
Wireframes
visual
Design
Most important categories (boys, girls, baby) displayed in the top navigation
A memorable tagline stays with the user, making them remember your website.
Because of the visual proximity of the elements along with the shadow when you hover on it, the information is more organized for the user.
Make the customers aware of all your brand story. The homepage can be used to increase awareness about the brand and its ideologies.
To retain customers, getting their emails, and sending them updates is important. Email marketing can help increase sales.
Horizontal filters will be pinned to the screen even when the user scrolls down. This allows for a user-friendly search experience.
Price, colors, and sizes are primary information. The most important information about the product should be in the first fold. All other details could be kept just a click away.
Upselling and Cross-selling improve sales. Give the user different options to pair or buy along with the product they are looking at. This makes the shopping experience easier to use.
