rethinking ecommerce site everten

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Everten: eCommerce website

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Everten: eCommerce website

The brief

everten.com.au

Complete UX/UI redesign of Everten Australia to

improve user flows, increase customer engagement

and sales conversion.

This involved workshop sessions with key stakeholders,

analysis of customer feedback and purchasing patterns

and a strong focus on improved information

architecture and shopping cart flows.

Deliverables

Requirements gathering and data analysis, competitor

analysis, user flows, site maps, wireframes, mockups

Everten: eCommerce website

Research and analysisEverten had a loyal, repeat customer base and had

developed a strong reputation built around high quality, low

prices and excellent customer service. But customers

traditionally brought products based purely on price and

had no emotional attachment to either the brands or the

business.

Everten was looking for ways to;

• expand their customer base and capture the attention of

‘foodies’, amateur and professional cooks/chefs

• increase awareness of their business and improve their

market position

• shift their value proposition from ‘lowest prices’ to ‘best

in the industry’.

The challenge was to understand the motivating factors for

people coming to the site and what the emotional triggers

were for the products available through Everten.

Findings suggested that a more lifestyle-focused approach

could increase customer engagement, broaden the client

base and provide the emotional hook between the

customers, the products and the business.

Everten: eCommerce website

To develop stronger customer engagement and enhance

the users experience of the website;

1. Provide an online environment that matches peoples’

emotional attachment to cooking, food and lifestyle

2. Develop a new logo and tagline to create an emotive

personality for the business

3. Develop a warmer, friendlier voice for presenting the

products to change the emphasis from product to

lifestyle and create emotive links between the

products and how people use those products

4. Simplify pathways and organisation of information to

make it easier for customers to find what they are

looking for, add items to cart and checkout

Recommendations

Everten: eCommerce website

5. Show how quality products enhance people’s food

experiences

6. Provide improved communication channels to help

customers engage more openly with the business

7. Add value by providing useful information for

customers to link the products to lifestyle, such as

tips and techniques, product reviews, cooking

classes, recommended recipes for specific products

8. Celebrity chef endorsements and how-to videos

9. Side-by-side comparisons of similar products to aid

consumer decision making

UX/UI design

Everten: eCommerce website

• Search needed to be more prominent and user-friendly

• ‘Register for newsletter’ was often mistaken for search

• Wanted to be able to feature special offers and popular brands on the home page and throughout the website

• Specials, awards and other important information was often overlooked as people assumed they were ads

• Needed clear information design and visual hierarchy, improved layout and visual consistency

• With over 6,000 products in the online database, image sizes needed to remain unchanged

UX/UI design

Everten: eCommerce website

UX/UI design

Everten: eCommerce website