A Personalized and Simplified Purchase Funnel and User Journey in E-commerce.
Keko is a global automobile accessories brand that was founded in 1986. Driven by a passion for cars and a commitment to improving consumers' lives with innovative products tailored to their vehicles, Keko has established itself as a prominent and well-known brand in the industry.
Our research highlighted that Keko's e-commerce user flow stood out because users sought products that precisely fit their cars. They were not interested in options that didn't meet their specific needs.
As the UX/UI Designer and leader of the design team, I took the initiative to develop a user-friendly navigation system. This design ensures that users not only enjoy the products but also experience a streamlined shopping process. We recognize the complexities involved in purchasing car accessories and strive to minimize friction for our customers.
Functionalities and Features Created with Purpose
With a recognized public and a better understanding of user needs and navigation preferences, we developed functionalities that enhance user flow.
The user's car model is an indispensable piece of information for providing a good experience. To tackle this, we implemented a filter that stays active throughout the navigation process. Users can apply this filter at any time, and it changes the entire website experience.
As a result, users no longer see products incompatible with their selected car model, which reduces the amount of information presented and minimizes friction during the purchasing process. Also, the car model is essential for purchasing a product since it affects size specifications. However, this step is no longer required if the filter is activated, as the appropriate car model is automatically selected when entering product pages, eliminating unnecessary actions.
In addition to this significant navigation enhancement, we also focused on creating a visually appealing layout. We carefully chose all shapes, colors, and typography to embody Keko's power and identity.
