rethinking ecommerce site everten
TRANSCRIPT
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