Overview
Role
Key Responsibilities
Timeline
Tools & Methodology
2 week​s
Figma, Double dimond design process
UI/UX Designer
User Research, card sorting ,site map, wireframing usability testing and prototyping
E-commerce website redesign of local Toy store shop, to improve the information architecture of the site and to elevate the design of the site to match the beautiful aesthetic of the store itself. A catalog of the products was provided and used to create clear categories.
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Ajeeb store website was built in the covid pandemic, but few completed purchases yet, so why ? and how might we increase the number of completed purchases through the website.
DISCOVER
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Competitive Analysis
Companies in the same field were studied to analyze successful features. These companies include:
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Toys R Us
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YallaToys
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Sanfoora
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Lucky's World
As it is shown in the table Ajeeb store has lack of so many features that affect the user experience
and thats might be one of the reasons why few completed purchases yet
Comparative Analysis
Companies some of them in the same field and some of them from different field were studied to analyze the main elements of the website. These companies include:
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ASQ
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Apple
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Toys R Us
The Findings
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A call to action on the home page should be added
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Minimize the length of the home page
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change the hamburger menu to a horizontal or dropdown menu as its the best practice for their situation
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Add footer
Card Sorting
I did open card sorting for 4 users and the results were almost the same . Here is an example of one user card sorting
DEFINE
Personas
The personas was provided for us from our instructors in GA, they provided us with 3 personas and we suppose to choose two of them, and I choosed the artsy dad and the gifter
Problem & Solution Statments
Problem of the Gifter
Reema needs a better way to find and purchase gifts for her student because it's a time-consuming task on her weekly schedule and takes away from the time with her family.
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Solution of the Gifter
We believe that by building the Gift Finder feature for the gifter users, we will achieve limited stress when selecting a gift on a budget. We’ll know this to be true when we see direct purchases from the Gift Finder user flow, positive customer feedback and repeat purchases from the same user.
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Problem of the Artsy Dad
Husain needs to have quick access to a range of options of products or activities so that he can spend quality time with his teenage daughter because he is out of time but an amazing dad
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Solution of the Artsy Dad
We believe that by building a well-structured website that provides quick access to a variety of options and a section that contains activities that parents may do with their children for the artsy dad users. We will achieve a higher purchase rate and we’ll know this to be true when we have more completed purchases with positive customer feedback and repeat purchases or visits from the same user.
Site Map
The site map was build based on the card sorting result, users' needs and Competitive analysis results
User Flows
We have 3 user flows one for the gifter and two for the artsy dad
User flow for the gifter to purchase a gift
User flow for the dad to return item
User flow for the dad to choose activity to do with his daughter
Mood Board
The mood board was choosen based on the concept of Joy, colorful, happiness and the brand colors
DEVELOP
Mid-fidelity Wireframes
Here is some of the pages in mid-fidelity format
Home Page
Home Page
Home Page
Checkout Page
Checkout Page
Checkout Page
Checkout Page
Checkout Page
Girls Category Page
Product details page
Activity Page
Usability Testing
The template used in usability testing was SUS , and based on the usability testing the website was rated as 96% good.
Based on the feedback and the observation from the prototype usability testing for five users. I was able to make 4 major design changes
1. CTA Button
2. Remove Recommended if the user is not logged in
(Home Page)
3. Add the notification card and add X sign
4. Change the login form style, change the button style and add login with social media accounts
DELIVER
Final Solution
Here how the home page looked like in Ajeeb store website
Here how I re-designed the home page based on the research and the user needs
However, many of the users said that the background is distracting so i changed it to white background for a cleaner design
