Practical, helpful, and pleasant e-commerce to navigate: how did I help improve the shopping experience within <OU>'s e-commerce navigation?
In a fast-paced and dynamic world, users spend less time looking for new products in online stores. At least, that's the reality for most e-commerce websites, but not in <OU>'s case. During the project's research phase, I noticed something peculiar: the public navigated for a longer average time compared to other e-commerce.
Upon further investigation of this phenomenon, I recognized that consumers were highly exploratory and consistently navigated through the entire website to uncover new products and actions undertaken by the brand.
The discovery aligned with the project objectives and presented a new challenge for the redesign. The goal was to apply the brand's new positioning without disrupting the user flow and compromising the quality of the user experience, which had been a vital strength of the previous layout.
I made it a priority to emphasize practicality, comfort, and ease throughout the entire journey.
A balance between forms and functions focused on the user experience.
<OU> designs its products and communication to promote comfort, organization, and practicality in consumers' daily lives, so it should also reverb on its e-commerce website.
We carefully selected every functionality, shape, color, and typography to achieve this redesign's objectives.
I had the opportunity to design this layout and user journey, which was a significantly magnifying experience.
