Project Name: Shop Sphere Website Redesign

Industry: E-commerce
Year: 2024
Designer: Rahul Kumar Sahu
Tools: Figma, Chatgpt, Visily, Galileo ai, UIzard

About Project
ShopSphere is an online shopping platform focused on clothing and accessories, catering to a
diverse range of fashion-forward consumers. However, the original website faced challenges
such as a 65% cart abandonment rate and confusing navigation. User feedback highlighted
difficulties in finding products and completing purchases, especially on mobile devices.

Redesign Goals
Success will be measured by increasing user satisfaction scores by at least 20% post-launch.

● Enhance user experience by simplifying the shopping process

● Reduce cart abandonment rates to below 40%
● Improve mobile usability to cater to mobile shoppers
● Modernize the visual design to align with current trends

Research

● Surveys
To collect data on user preferences, shopping behaviors, and satisfaction levels.

● How satisfied are you with the current navigation of the website?
● How often do you abandon your cart before completing a purchase? (Options: Always,
Often, Sometimes, Rarely, Never)

● Website Analytics
To analyze user behavior on the existing ShopSphere platform

● Bounce rates
● Conversion rates
● Drop-off points in the checkout process
● Percentage of visitors who leave after viewing only one page
● Percentage of users who complete a purchase.
● Identifying where users abandon their carts.
Heat maps
To visualize user engagement on key pages.

Outcome
The heatmaps indicated that users often clicked on promotional banners rather than navigating
through categories, suggesting a need for clearer pathways to product pages

Key Findings from Quantitative Research

Understanding User Behavior and Preferences

Statistics on User Pain Points.

72%
Navigation Difficulties
Users reported finding it challenging to locate specific items, leading to frustration

65%
High Cart Abandonment
Respondents admitted to abandoning their carts, primarily during checkout.

58%
Mobile Usability Issues
Mobile users expressed dissatisfaction with the site’s mobile experience, indicating a need for
improvement.

Statistics on User Preferences.

82%
Desire for Personalization
Users reported finding it challenging to locate specific items, leading to frustration

90%
Importance of Visual Appeal
users stated that high-quality images and detailed descriptions significantly influence their
purchasing decisions.

User Persona
User personas for the ShopSphere e-commerce platform represent diverse shopper needs,
helping to tailor design solutions that enhance engagement, satisfaction, and loyalty.

1. Persona: The Busy Parent (Sophia Taylor)

Demographics:
Age: 34 years old
Gender: Female
Occupation: Working mother, Marketing Manager
Location: Suburban area, United States
Education: Bachelor’s Degree in Business
Income: $75,000/year
Family Status: Married with two children (ages 4 and 7)

Goals:
Purchase household items, kids’ products, and groceries efficiently.
Find quality products quickly, especially from trusted brands.
Use time-saving features like subscriptions or recurring orders.
Get products delivered quickly with clear, transparent delivery timelines.
Maximize savings through promotions, loyalty programs, or discounts.

Frustrations:
Slow websites that don’t load quickly on mobile.
Having to go through multiple steps or create an account for simple purchases.
Hidden shipping costs or delayed delivery notifications.
Lack of personalization in product recommendations.
Difficulty in comparing similar products or finding relevant customer reviews.

Behaviors:
Shops primarily through mobile devices due to time constraints.
Looks for reviews and recommendations from other parents before purchasing.
Prefers express shipping and easy return policies.
Likely to abandon carts if checkout is too long or if costs are unclear.

Preferred Features:
Guest checkout for faster purchases.
Saved preferences for easy repeat purchases (e.g., frequently bought items).
Personalized product recommendations based on past purchases.
Fast-loading pages optimized for mobile use.
A loyalty program that offers family-friendly deals and discounts.
Tech Savviness: Medium – comfortable with mobile shopping and digital payment options but
prefers simplicity.

2. Persona: The Bargain Hunter (Jason Lee)

Demographics:
Age: 27 years old
Gender: Male
Occupation: Freelance Graphic Designer
Location: Urban area, United Kingdom
Education: Associate’s Degree in Digital Media
Income: $40,000/year
Family Status: Single

Goals:
Find the best deals and discounts on clothing, electronics, and gadgets.
Compare prices across different sellers to ensure the best value.
Receive notifications on sales, promotions, or price drops for products of interest.
Explore trendy, niche brands with affordable pricing.
Access flexible payment options, such as buy-now-pay-later or installment plans.

Frustrations:
Limited payment options, especially for expensive items.
Confusing or hidden discount codes that don’t work at checkout.
Inconsistent product information and lack of clarity on product specifications.
Difficulty finding affordable shipping options, especially for international purchases.
Limited ability to track price drops for wishlist items.

Behaviors:
Frequently searches for coupon codes or discounts before making a purchase.
Visits multiple sites to compare prices and find the best deal.
Follows e-commerce sites on social media to stay updated on promotions.
Often delays purchases in hopes of price drops or sales.

Preferred Features:
A price comparison tool for products across different sellers.
Clear information on upcoming sales, promotions, or flash deals.
Email alerts for price drops or restocked wishlist items.
Buy-now-pay-later or installment options for high-ticket items.
Visible customer reviews with pros/cons to make informed decisions.
Tech Savviness: High – familiar with using apps, e-commerce tools, and digital payment
systems.

3. Persona: The Eco-Conscious Shopper (Emily Garcia)

Demographics:
Age: 29 years old
Gender: Female
Occupation: Environmental Scientist
Location: Coastal city, Australia
Education: Master’s Degree in Environmental Science
Income: $65,000/year
Family Status: Lives with a partner
Goals:
Buy eco-friendly, sustainable products, especially fashion, beauty, and home goods.
Understand the environmental impact of products, including packaging and sourcing.
Support brands that align with ethical and sustainable values.
Look for items made from organic or recycled materials.
Find eco-conscious alternatives without sacrificing quality or design.

Frustrations:
Lack of transparency about product sourcing or materials used.
Inconsistent labeling of products as “eco-friendly” without evidence or certification.
Limited options for carbon-neutral shipping or minimal packaging.
Difficulty finding reviews that focus on sustainability aspects of products.
Excessive packaging for small items, contributing to environmental waste.

Behaviors:
Prefers to buy from brands with clear sustainability commitments.
Willing to spend more on products that are sustainably sourced or produced.
Uses filters or searches specifically for eco-friendly products.
Follows eco-conscious influencers or blogs for recommendations.
May avoid brands if they engage in "greenwashing" or lack transparency.

Preferred Features:
Clear sustainability labels and certifications on product pages.
Detailed product descriptions outlining material sourcing, production methods, and packaging.
Option for carbon-offset shipping or plastic-free packaging.
Sustainability blog or section featuring eco-friendly product recommendations.
Subscription options for regular purchases of sustainable household items.
Tech Savviness: Medium to high – engages with digital platforms but values user-friendly
design and informative content over tech gimmicks.

Pain Points & Solutions

By addressing key pain points in navigation, product discovery, and checkout, our redesign
ensures a seamless and more intuitive shopping experience for users.

Problems
High Cart Abandonment
Users frequently abandoned their carts due to a complicated checkout process. The lengthy
steps and excessive form fields created frustration. This resulted in lost sales and potential
customers.
Cluttered Navigation
Users found it difficult to locate products because of an overcrowded navigation menu. Too
many categories and options led to confusion and a frustrating experience. This often caused
users to leave the site without making a purchase.
Poor Mobile Experience
Mobile users encountered slow load times and challenging navigation on smaller screens. The
lack of responsive design made browsing cumbersome. This drove users away, especially
during mobile shopping.
Lack of Product Information
Users felt uncertain about their choices due to insufficient product details. Incomplete
descriptions and low-quality images hindered their decision-making. This lack of confidence
often resulted in abandoned carts.
Difficult Access to Order History
Users struggled to track their past orders and manage their accounts effectively. The previous
design made it hard to find order information quickly. This inconvenience decreased user
satisfaction and repeat purchases.

Solutions
Streamlined Checkout
We simplified the checkout process by reducing the number of steps. Fewer forms and clearer
instructions made it faster and more intuitive. This approach helped decrease cart abandonment
significantly.
Organized Navigation
The navigation menu was reorganized into clear categories, making it easy for users to find
products. We also added a search bar for quick access to specific items. This enhancement
improved overall user satisfaction.
Optimized Mobile Design
The platform was optimized for mobile use, ensuring responsive layouts and quicker loading
times. This provided a smoother browsing experience on smaller screens. Users could now
shop with ease, regardless of their device.
Enhanced Product Detail Pages
Product detail pages were revamped with comprehensive descriptions, high-quality images, and
customer reviews. This wealth of information empowered users to make informed decisions.
Enhanced visuals also helped build trust in the products.
User-Friendly Profile Page
A new profile and order history page was created for easy access to past purchases and
account management. Users can quickly review their order details and track shipments. This
improvement made managing accounts more efficient and user-friendly.

Key Features

Navigation & Browsing

Streamlined Navigation
Clear categories, subcategories, and a prominent search bar for easy product discovery.
Personalized Product Recommendations
Tailored product suggestions based on browsing and purchase history.
Wishlist and Favorites
Save items for future reference with notifications for price drops or restocked items.

Product Pages
Enhanced Product Pages
High-quality images, detailed descriptions, customer reviews, and related products.
Customer Reviews and Ratings:
User-generated reviews with verified buyer badges to increase trust.

Checkout & Payment

Simplified Checkout Process
Guest checkout, fewer form fields, progress indicators, and the ability to save payment details.
Secure Payment Options
Multiple payment methods, including digital wallets and installment plans, with encryption for
security.
Wishlist and Favorites
Save items for future reference with notifications for price drops or restocked items.

Mobile Optimization
Responsive Mobile Design
Mobile-optimized layout with touch-friendly interfaces and fast load times.

User Account & Management

User Account and Order History
Easy access to personal information, order history, and tracking details.
Loyalty Program Integration
Seamless rewards and discount code integration with personalized offers based on user
activity.

Site Map

● Homepage
● Product Categories
● Clothing
● Accessories
● Sale
● Product Pages
● Search Results
● Shopping Cart
● Checkout
● User Account
● Loyalty Program
● Customer Service
 ● About Us
● Footer

User Journey Map: ShopSphere E-commerce Platform

Wireframe

Typography & Color

UI Design
Overall Results
To analyze user behavior on the existing ShopSphere platform.

The ShopSphere e-commerce redesign simplified navigation, enhanced product pages, and
streamlined checkout, resulting in improved user experience, higher conversion rates, and
increased satisfaction, particularly on mobile.

The redesigned platform saw a 30% increase in new user sign-ups within the first three months,
with more users engaging in the loyalty program and returning for repeat purchases.
Personalized recommendations and curated offers significantly contributed to this growth.

25%
Conversion Rate
Increased due to the improved checkout flow and better product page design.

40%
Customer Satisfaction
Rise in user satisfaction scores based on post-purchase surveys.

35%
Mobile Traffic
Increase in mobile traffic and engagement following the mobile-optimized design improvements.