Improving eCommerce Sales in OmniChannel Industry

Despite this success, there is room for improvement, mainly through a redesign. With their last update being some time ago, this presents a significant opportunity for the company.

Unfortunately, due to privacy reasons, I can’t show the bulk of my work that I did. I primarily focused on redesigning pages for both mobile and desktop.

The Final Delivery Pages

In this case study, I aim to present a comprehensive analysis of the identified problem, the insights I have acquired during my tenure at the organization, and the proposed solutions.

Additionally, I have meticulously collected and analyzed a plethora of supporting data pertaining to optimal user experience (UX) for e-commerce platforms, incorporating valuable recommendations from experts in the field.

The Problem

  • The rise in cart abandonment leads to a staggering amount of revenue lost.

  • Inadequate customer service can prove highly detrimental, often resulting in dissatisfied customers who are unlikely to engage with the company's offerings anew.

  • A wishlist features that need to be updated to bring more sales.

The Solution

  • Creating comprehensive logic and seamless transitions to clear micro-interactions, prompt system feedback, appealing product displays, user-friendly payment processes, and an array of intuitive features, each of these elements can significantly impact the success of your e-commerce endeavors, either directly or indirectly.

  • Ensuring a consistent customer service experience across both e-commerce and brick-and-mortar channels is paramount. This involves aligning the quality of service, responsiveness, and customer interactions to provide a seamless and uniform experience regardless of the customer's preferred shopping method.

  • Providing wish lists serves as an effective strategy for minimizing shopping cart abandonment and converting potential sales from customers who initially expressed interest but did not complete a purchase. Wish lists create a mutually advantageous scenario, granting customers a convenient means to bookmark products for future reference and enabling merchants to gauge product interest beyond immediate transactions.

The Impact

  • By crafting a seamless shopping experience, our aim is to convert visitors into customers and cultivate their loyalty through personalized ad campaigns and customer service pages.

  • The inclusion of wishlist features empowers them to return when they're prepared to make a purchase, resulting in a higher volume of website visits, all driven by the allure of a tailored and attentive service experience.

Research Findings

To boost revenue in the e-commerce sector, a multitude of factors contribute to the outcomes. However, in this specific context, I have pinpointed a selection of essential features that merit enhancement. Presented below is a concise summary of my research process.

Design Process

We placed a high priority on enhancing the features that they deemed crucial for increasing the conversion rate. In addition to addressing their touch-points and prioritized research, we also incorporated areas that require communication with both front-end and back-end developers for feasibility.

Below is a concise summary of the design process.

    • Numerous factors contribute to cart abandonment, but optimizing the shopping experience can significantly reduce abandonment rates.

    • Catering to our target audience, the baby boomers, and aligning with industry standards allows for more effective navigation. This approach is grounded in Jakob Nielsen's principles.

  • I'm enthusiastic about further exploring this project by extending user testing to gather their valuable feedback, allowing for continued iterations and improvements.

  • From a business standpoint, an improved website efficiency should ideally lead to a reduction in abandoned carts.

    From the user's viewpoint, the goal is to enhance navigation for effortless and seamless purchasing.