Understand
Gathering Business Requirements
Through a kickoff session, we gathered and analyzed the client’s requirements, including new functionalities to be integrated into the e-commerce platform. To ensure feasibility and a user-centered approach, we categorized them into three groups:
- Accepted: Prioritized for implementation in the initial phase.
- Deferred: Feasible but scheduled for a later phase due to extensive development efforts.
- Discarded: Excluded due to usability concerns.
For discarded requests, we provided a detailed rationale grounded in usability principles and proposed alternative solutions that aligned with business objectives while enhancing the user experience.
Understanding User Requirements
Given the constraints of a very limited budget for the redesign, we opted for a strategic evaluation approach, combining Nielsen’s heuristics, key e-commerce principles, and persuadability strategies to identify and address usability challenges. This analysis revealed 66 usability issues, outlining a clear roadmap for improvement.
What we learnt
• The product detail page doesn’t persuade to buy. • Little variety of images (sometimes even pixelated). • Unattractive product descriptions. • Inefficiencies in the filter system and search engine. • Use of pagination which limits the navigation. • Lack of cross-selling and/or upselling elements. • Lack of urgency elements such as sales and discounts to promote purchases. • Lack of coherent visual hierarchy in CTAs, categories titles or widgets. • Inconsistency in the design system. • Existence of elements that distract the user.
Problem Statement & Strategic Proposal
ELEVATE
Problem: Vidal & Vidal’s current visual identity does not align with the brand’s desired positioning.
Strategy: Redesign the e-commerce experience to reflect a more luxurious and premium brand image.
OPTIMIZE
Problem: The e-commerce platform presents usability issues that impact the shopping experience.
Strategy: Enhance the UX by addressing the usability issues identified in the heuristic evaluation.
EXPAND
Problem: The business lacks the tools needed to independently maximize product sales.
Strategy: Add new business-driven functionalities to enhance operational efficiency and drive conversion.