E-commerce Website Redesign UX Case Study

Client: Joyful Toys

This was a website redesign for a small local e-commerce business specializing in party supplies for children’s events.
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Critical Issues

Through research I was able to determine the following site issues:
  • Shoppers were confused by the lack of an actual on-site purchase system. Instead the website redirected the site visitor to the business’s online Amazon storefront.
  • A majority of users expressed a strong preference towards using an on-site search function, however, there were also many who valued the ability to freely browse  through product categories instead.
  • Product reviews and relevant suggested products were deemed essential by online shoppers as they influenced purchasing decisions.

Research

Interviews

I conducted preliminary interviews users to gather qualitative insights into their online shopping behaviors and pain points within the current site.

The quick shopper

“If I’m looking for something quick I just stick to the first page and see what has the best reviews and number of reviews and go and buy it.”

The careful shopper

“I take the time to browse, even though browsing online should take less time, I try to do my research and say alright this is the one. I want to make sure i make the right purchase the first time.”

Design Objectives

Adding search functionality to the website

I referenced online shopping websites of big brands such as Amazon, Nike, and Apple, as well as other industry relevant brands such as Party City and Michael’s to see how they tackled this.

Including product filters

As interview participants mentioned they might prefer browsing I chose to include the functionality of a product filtering system to help streamline that process further.

Making products purchasable on-site

I designed a product page template that could accommodate the business’s variety of products. This included a boilerplate of including product images, a product description, product bullet points, and a cart implementation.

Adding in a checkout process

Finally, to round things out I added in a checkout process for online shoppers to fully purchase products off of the website to eliminate redirection to the business’s Amazon storefront.

Outcomes and Design Showcase

I'm Marc Ravelo. I'm a multifaceted designer and I'm passionate for design that helps provide impactful solutions.
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