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UIUX
ALEX WONG
Work by Alex Wong.
Goals
Challenges
Accurate product descriptions and sizing information
Purchase high-quality clothing that meets expectations
Availability of size guides and measurements to ensure proper fit
Access to customer reviews and rating for informed decision making
Regular updates on new arrivals, promotions, and sales
Efficient and hassle-free returns and exchanges process
Receiving an item that does not look as advertised
Receiving an apparel order that doesn't fit
Have to mail it back and pay for shipping when returning
When browsing, like an item that has no reviews or ratings
Having collect order from physical store
Project Overview
Website re-design of a local
e-commerce store 'Eggthree'
2 Weeks
Role
Tools
Optimal Workshop
Figma
Figjam
UI/UX Designer
User Interviews
I rarely find clothes from online stores
that fit me well.
Conducted multiple user interviews to gather valuable feedback, gain insights into user needs and pain
points, validate assumptions, identify opportunities, and enhance the overall user experience.
I standby body inclusivity.
I shop more when there's a promo
I rely on reviews and ratings.
I hate it when I receive an order that
doesn't fit or not what was advertised
I strongly believe in a good return
& refund policy.
Why this project?
Problem
Solution
Many local business realizes the importance of having an online
presence after covid. However, websites might have too much
information on the page making it hard for users to navigate.
Helped the local e-commerce store to improve the overall
information architecture and also conducted user interviews
to improve the website's overall navigational scheme and visuals.
Who are we empathizing with?
Based on the user research gathered during the interviews,
people who often shopped online with similar behaviours and
personalities were grouped together to create a user persona.
Shopaholic Sally
Age: 28
Gender: Female
Occupation: Marketing Executive
E-commerce Shopper type: Browser + Bargainer
Homepage
Information Architecture
Conducted multiple user interviews to gather valuable feedback,
gain insights into user needs and pain points, validate assumptions,
identify opportunities, and enhance the overall user experience.
About
Shop
Accessory
Accessory
Apparels
Homeware
Sale
Home styling
Contact
Dress
Accessory
Tops
Accessory
Bottoms
Accessory
Jewels &
Outerwear
Accessory
Bags
Accessory
Eyewear
Accessory
Jewellary
Accessory
Wallets
Accessory
Masks
Accessory
Scarfs & Shawls
Accessory
Accessory
Hats & Cap
Usability Testing
Conducted usability testing on the previous website design, where 4 of 5 users mentioned
that the global navigation, as well as how the visual content are presented can be improved.
[ Other usability test findings can be found in the Usability Test Report ]
What does the re-vamp look like?
Homepage
Site Map
Before working on anything, I created a site map of the current website to anlayse the
information architecture to see how and what can be improved. Morever, I also wrote
down all the products in each category to conduct card sorting using optimal workshop.
About
Shop
Accessory
Accessory
Apparels
Homeware
Sale
Dress
Accessory
Tops
Accessory
Jewels &
Outerwear
Accessory
Bags
Accessory
Eyewear
Accessory
Jewellery
Accessory
Wallets
Accessory
Masks
Accessory
Scarfs &
Shawls
Accessory
Accessory
Hats & Cap
Home Styling
Bottoms
Accessory
Contact
Homepage
Site Map (Improved)
Conducted open card sorting and tree testing, to improve the overall information
architecture of the 'Eggthree' website. It has resulted in a more intuitive and
efficient browsing experience for visitors of the website - as shown below.
Accessory
Accessory
Apparels
Home
Sale
Contact
Bags
Accessory
Eyewear
Accessory
Jewellery
Accessory
Wallets
Accessory
Masks
Accessory
Scarfs &
Shawls
Accessory
Accessory
Hats & Cap
Dress
Accessory
Tops
Accessory
Jewels &
Outerwear
Accessory
Bottoms
Accessory
Homewares
Accessory
Interior Design
Services
Accessory
After a series of usability testing along with the improved information
architecture based on the tree testing and card sorting, iterations were
done to result in the final design with a better overall user experience.
Next Steps
● Further iterate based on the feedback given during the usability testing and conduct on
another 5 users on the latest prototype
● Review the performance of the new prototype based on metrics set for the usability testing
(SUS score etc.)
● Based on the User research, further review current features on how it can be improved
Key Takeways
Upon discovering about information architecture on the same week, I took the time to figure out how to use
Optimal workshop to conduct tree testing and card sorting. This was an interesting project for me because
i got to witness how the information architecture of a website help improve a user experience. Also, this
was the first project where I applied UX research methods such as conducting competitive and comparative
analysis to help make design decisions.