OVERVIEW

Good Egg Bookshop is struggling to keep up with e-commerce giants like Amazon due to the increasing rent in Toronto. To address this issue and promote local businesses that contribute to the community, this project aimed to enhance the clients' e-commerce experience while supporting independent businesses.

Tools

My Role

Time Span

Figma

Webflow

Photoshop

Canva

UX Design

UI Designer

UX Researcher

3 weeks

MY DESIGN PROCESS

Problem

Research

Solution

Prototype

Conclusion

1. PROBLEM

Problem

Objective

The Good Egg Bookshop is facing issues with inefficiency that is leading to potential customers abandoning their purchases. To enhance the customers' success rate in terms of completing purchases, what measures can be taken to improve the Good Egg website?

Ensure that the actions and preferences of the intended user are met while they navigate through the client's desktop website for making a purchase. Take into account that the target user already possesses the motivation to complete the purchase, and strive to remove any obstacles or difficulties that may hinder their overall experience.

2. RESEARCH

I initially began my research by analyzing the Good Egg website to comprehend its flow and functionalities. Afterwards, I conducted a heuristics evaluation to identify areas that required enhancement.

3. SOLUTION

I believe that a redesign of the Good Egg website that prioritizes efficiency in purchasing cookbooks online and highlights the membership/subscription service will benefit users and reduce the likelihood of abandoned purchases. Once users have the opportunity to utilize the redesigned website, we can determine the efficacy of this approach by monitoring an increase in online sales.

What matters most to me: Efficiency

• Rapidly decides on purchases

• Doesn't engage in browsing before buying a product

• Skips reading product descriptions or reviews

• Makes purchases while on the move

• Multitasks while shopping

• Will cancel a purchase if interrupted by advertisements or promotions

• Will abandon a purchase if the checkout process is time-consuming

User Flow

User flows refer to a flowchart diagram, that depicts various paths a user can take to accomplish a specific task. They provide a visual representation of the user journey from start to finish.

‍In response to the efficiency-focused user, I created a streamlined user flow that represents a single optimal path for searching for a book by its title and completing the purchase using PayPal.

Card Sorting

To gain insights into how users search for information on the website, I used a research method called card sorting. Specifically, I conducted an open card sort where users grouped various topics based on the website's content and named each group according to their own understanding of the content.

Out of 5 users:

• 80% of users categorized all books into a single category

• 100% of users kept cookbook club in its own category

• 80% of users found Facebook and Gmail as an easy means to login or register

• Participants created an average of 8 groups

Sitemap

As part of the website redesign process, I created a site map to assess the information architecture of the newly designed website.

4. PROTOTYPE

Wireframes

Using Figma, I translated my first sketches into low-fidelity wireframes. At this stage, the wireframes were defined enough for some user testing.

I conducted usability testing with 10 users to uncover potential usability issues. Based on the feedback, I made the necessary adjustments and created a final mid-fidelity prototype.

Key takeaways from the usability testing include:

• Expand the Hero Image

• Make the Cookbook Club description more informative

• Adjust the hierarchy of the express sign-in and payment process

• Create an option for grid/list view.

UI design

INTERACTIVE PROTOTYPE

Thank you for reading my case study!

Interested to read more about other projects?

Want to work with me? Feel free to contact me!

...or just say hello on my social media.