A e-commerce redesign that enhances online shopping
REDESIGN
UX DESIGN
💡Results
Total sales increased 56% in Q1 comparison between 2022 vs 2021
The number of sessions decreased 18% but the conversion rate increased 69%
01. Project Summary
What is Hanalei Company?
Hanalei Company, the local cosmetic company in Hawaii, is in rapid growth and sells their clean products not only domestically but internationally. As they do not have any physical retail shops, e-commerce plays a very important role to generate their revenue.
The previous website already covered basic features but there were some technical glitches during purchase flow that they had received complaints from customers.
On top of that, there was still a lot of room to be improved structurally and visually, which potentially gave the company a chance to become competitive in the international beauty market.
Design Goal:
Redesign entire mobile-first responsive website with tailoring to redefined target audience/brand positioning and having a smooth online purchase flow, that provides people more engaged e-commerce experience as well as easily navigates themselves throughout the website.
02. Explore
Target Audience / Customer Segmentation
Before starting any designs, I wanted to make double-sure with Marketing team about "who is our target audience (Market Segmentation)" to deliver right messages to right consumers and the affinity with our brand, and "what is our primary selling points, and how we can differentiate our brand from millions of competitors (Brand Positioning)" not to make designs too broad and generic to drive the better results.
User Survey
After understanding the redefined target audience and brand positioning, I conducted a survey titled "Skincare Products Shopping Behavior". The survey consisted of a total of 5 questions with strategically utilizing open and closed questions for both quantitative and qualitative data. Through the survey, I gained important customer voices.
Main Competitors
After learning potential user pain points and their skincare purchase behavior through a user survey, I performed an in-depth competitive analysis through SWOT analysis on two major competitors, "Ao Organics Hawaii" and "LEAHLANI SKINCARE" in the Hawaiian skincare beauty industry.
👀 Research Insights
Skincare products are an essential item in people’s everyday lives which means they are required to buy a product (s) regularly as well as frequently.
There is a high chance to attract new customers to become loyalty members but in other words, there is also a high chance that customers easily drop off.
“Made-in-Hawaii”is a unique selling point but customers need to be educated about the quality and main benefits of “Made-in Hawaii” ingredients and why/how those work well for the skin.
Reputation or recommendations from real reviews and find-ability of information are the crucial elements to build up transparency and customer's trust to the company.
“Look” and “Feel” are important at the entry points into the brand for people and the aesthetic usability effect, where aesthetically pleasing design creates a positive response.
03. Define Ideate
User Stories / Flows
USER STORY 1: As a consumer, I want to be able to easily and smoothly check out products so that I will not get distracted.
USER STORY 2: As a consumer, I want to see people’s real voices about a product because I'm not sure if it is suitable product for me or not.
USER STORY 3: As a consumer, I want to better understand product information as much as possible before deciding to buy because I want to make sure if it is used with clean ingredients.
Shopify Theme Selection
We often had some inconveniences with the previous design theme and it didn't support a responsive design and only worked for the desktop screen, therefore, our goal was to pick the theme that meets our key priorities and optimized for mobile commerce.
Low-Fidelity Wireframes
Mobile Online Purchase Flow
Because of the time limitation, I first focused on the mobile online purchase flow as our highest priority.
Mid-Fidelity Wireframes / Peer Reviews Objectives
I conducted peer reviews using gray-scale mid-fidelity wireframes and prototypes with two internal team members. The goal of this review was to assess the usability of the landing, product list and product detail pages, and also reveal areas of confusion for them.
04. Design
Mood board
Healthy
Juicy Botanicals
Cruelty-free
Hawaiian Island vibe
Design System
To position the brand as luxury impression with utilizing the premium botanicals, I picked darker green and pink as main accent colors that feels more down-to-earth and are in the same hue of the company's legacy colors to maintain consistency.
High-Fidelity Wireframes
Due to the previous website problems, we had to launch the website in 2 weeks, and current design has already led to a lot of great analytical results (increase of total sales and conversion rate) and even new business opportunities.
However, because of the tight schedule, I could only conduct internal peer reviews, not with real customers nor people from outside of the company, therefore, after the launch of the website, I personally conducted external peer reviews with 2 persons utilizing current high-fidelity wireframes & prototypes.
Reverse Card Sorting for New I.A. sitemap
Although the website has been launched already to meet the deadline, I, as UX Designer, wanted to verify our assumptions and preference of the current sitemap and propose modifications to the founder based on the answers from participants who are potential customers for Hanalei Company's new website. I conducted the open & closed card sorting with 6 random participants.
💡Project Summary
Total sales increased 56% in Q1 comparison between 2022 vs 2021
Shopify Analytics shows that overall, our total sales in Q1 increased 56% in 2022. The number of sessions decreased 18% but the conversion rate increased 69% , indicating that customers are making their purchase earlier in their journey rather than visiting the site multiple times and finally making a purchase. Additionally, the increases in Average Of Values, so-called AOV (4% up), total orders (50% up) and return rate (83% up) all indicate that the optimized site is working hand-in-hand with marketing for these improved metrics.
The design resulted in the business expansion internationally
This project successfully led to a digital promotion offer from a Korean PR & Communication agency to expand the business towards high-end / niche markets that were tailored to the target audience. On top of that, based on this website design, the company officially started developing Japanese website design and currently I'm working together with the Japanese Digital Marketing & Advertising agency to conduct website localization as a UX/UI Designer.
A e-commerce redesign that enhances online shopping
REDESIGN
UX DESIGN
💡Results
Total sales increased 56% in Q1 comparison between 2022 vs 2021
The number of sessions decreased 18% but the conversion rate increased 69%
01. Project Summary
What is Hanalei Company?
Hanalei Company, the local cosmetic company in Hawaii, is in rapid growth and sells their clean products not only domestically but internationally. As they do not have any physical retail shops, e-commerce plays a very important role to generate their revenue.
The previous website already covered basic features but there were some technical glitches during purchase flow that they had received complaints from customers.
On top of that, there was still a lot of room to be improved structurally and visually, which potentially gave the company a chance to become competitive in the international beauty market.
Design Goal:
Redesign entire mobile-first responsive website with tailoring to redefined target audience/brand positioning and having a smooth online purchase flow, that provides people more engaged e-commerce experience as well as easily navigates themselves throughout the website.
02. Explore
Target Audience / Customer Segmentation
Before starting any designs, I wanted to make double-sure with Marketing team about "who is our target audience (Market Segmentation)" to deliver right messages to right consumers and the affinity with our brand, and "what is our primary selling points, and how we can differentiate our brand from millions of competitors (Brand Positioning)" not to make designs too broad and generic to drive the better results.
User Survey
After understanding the redefined target audience and brand positioning, I conducted a survey titled "Skincare Products Shopping Behavior". The survey consisted of a total of 5 questions with strategically utilizing open and closed questions for both quantitative and qualitative data. Through the survey, I gained important customer voices.
Main Competitors
After learning potential user pain points and their skincare purchase behavior through a user survey, I performed an in-depth competitive analysis through SWOT analysis on two major competitors, "Ao Organics Hawaii" and "LEAHLANI SKINCARE" in the Hawaiian skincare beauty industry.
👀 Research Insights
Skincare products are an essential item in people’s everyday lives which means they are required to buy a product (s) regularly as well as frequently.
There is a high chance to attract new customers to become loyalty members but in other words, there is also a high chance that customers easily drop off.
“Made-in-Hawaii”is a unique selling point but customers need to be educated about the quality and main benefits of “Made-in Hawaii” ingredients and why/how those work well for the skin.
Reputation or recommendations from real reviews and find-ability of information are the crucial elements to build up transparency and customer's trust to the company.
“Look” and “Feel” are important at the entry points into the brand for people and the aesthetic usability effect, where aesthetically pleasing design creates a positive response.
03. Define Ideate
User Stories / Flows
USER STORY 1: As a consumer, I want to be able to easily and smoothly check out products so that I will not get distracted.
USER STORY 2: As a consumer, I want to see people’s real voices about a product because I'm not sure if it is suitable product for me or not.
USER STORY 3: As a consumer, I want to better understand product information as much as possible before deciding to buy because I want to make sure if it is used with clean ingredients.
Shopify Theme Selection
We often had some inconveniences with the previous design theme and it didn't support a responsive design and only worked for the desktop screen, therefore, our goal was to pick the theme that meets our key priorities and optimized for mobile commerce.
Low-Fidelity Wireframes
Mobile Online Purchase Flow
Because of the time limitation, I first focused on the mobile online purchase flow as our highest priority.
Mid-Fidelity Wireframes / Peer Reviews Objectives
I conducted peer reviews using gray-scale mid-fidelity wireframes and prototypes with two internal team members. The goal of this review was to assess the usability of the landing, product list and product detail pages, and also reveal areas of confusion for them.
04. Design
Mood board
Healthy
Juicy Botanicals
Cruelty-free
Hawaiian Island vibe
Design System
To position the brand as luxury impression with utilizing the premium botanicals, I picked darker green and pink as main accent colors that feels more down-to-earth and are in the same hue of the company's legacy colors to maintain consistency.
High-Fidelity Wireframes
Due to the previous website problems, we had to launch the website in 2 weeks, and current design has already led to a lot of great analytical results (increase of total sales and conversion rate) and even new business opportunities.
However, because of the tight schedule, I could only conduct internal peer reviews, not with real customers nor people from outside of the company, therefore, after the launch of the website, I personally conducted external peer reviews with 2 persons utilizing current high-fidelity wireframes & prototypes.
Reverse Card Sorting for New I.A. sitemap
Although the website has been launched already to meet the deadline, I, as UX Designer, wanted to verify our assumptions and preference of the current sitemap and propose modifications to the founder based on the answers from participants who are potential customers for Hanalei Company's new website. I conducted the open & closed card sorting with 6 random participants.
💡Project Summary
Total sales increased 56% in Q1 comparison between 2022 vs 2021
Shopify Analytics shows that overall, our total sales in Q1 increased 56% in 2022. The number of sessions decreased 18% but the conversion rate increased 69% , indicating that customers are making their purchase earlier in their journey rather than visiting the site multiple times and finally making a purchase. Additionally, the increases in Average Of Values, so-called AOV (4% up), total orders (50% up) and return rate (83% up) all indicate that the optimized site is working hand-in-hand with marketing for these improved metrics.
The design resulted in the business expansion internationally
This project successfully led to a digital promotion offer from a Korean PR & Communication agency to expand the business towards high-end / niche markets that were tailored to the target audience. On top of that, based on this website design, the company officially started developing Japanese website design and currently I'm working together with the Japanese Digital Marketing & Advertising agency to conduct website localization as a UX/UI Designer.
A e-commerce redesign that enhances online shopping
REDESIGN
UX DESIGN
💡Results
Total sales increased 56% in Q1 comparison between 2022 vs 2021
The number of sessions decreased 18% but the conversion rate increased 69%
01. Project Summary
What is Hanalei Company?
Hanalei Company, the local cosmetic company in Hawaii, is in rapid growth and sells their clean products not only domestically but internationally. As they do not have any physical retail shops, e-commerce plays a very important role to generate their revenue.
The previous website already covered basic features but there were some technical glitches during purchase flow that they had received complaints from customers.
On top of that, there was still a lot of room to be improved structurally and visually, which potentially gave the company a chance to become competitive in the international beauty market.
Design Goal:
Redesign entire mobile-first responsive website with tailoring to redefined target audience/brand positioning and having a smooth online purchase flow, that provides people more engaged e-commerce experience as well as easily navigates themselves throughout the website.
02. Explore
Target Audience / Customer Segmentation
Before starting any designs, I wanted to make double-sure with Marketing team about "who is our target audience (Market Segmentation)" to deliver right messages to right consumers and the affinity with our brand, and "what is our primary selling points, and how we can differentiate our brand from millions of competitors (Brand Positioning)" not to make designs too broad and generic to drive the better results.
User Survey
After understanding the redefined target audience and brand positioning, I conducted a survey titled "Skincare Products Shopping Behavior". The survey consisted of a total of 5 questions with strategically utilizing open and closed questions for both quantitative and qualitative data. Through the survey, I gained important customer voices.
Main Competitors
After learning potential user pain points and their skincare purchase behavior through a user survey, I performed an in-depth competitive analysis through SWOT analysis on two major competitors, "Ao Organics Hawaii" and "LEAHLANI SKINCARE" in the Hawaiian skincare beauty industry.
👀 Research Insights
Skincare products are an essential item in people’s everyday lives which means they are required to buy a product (s) regularly as well as frequently.
There is a high chance to attract new customers to become loyalty members but in other words, there is also a high chance that customers easily drop off.
“Made-in-Hawaii”is a unique selling point but customers need to be educated about the quality and main benefits of “Made-in Hawaii” ingredients and why/how those work well for the skin.
Reputation or recommendations from real reviews and find-ability of information are the crucial elements to build up transparency and customer's trust to the company.
“Look” and “Feel” are important at the entry points into the brand for people and the aesthetic usability effect, where aesthetically pleasing design creates a positive response.
03. Define Ideate
User Stories / Flows
USER STORY 1: As a consumer, I want to be able to easily and smoothly check out products so that I will not get distracted.
USER STORY 2: As a consumer, I want to see people’s real voices about a product because I'm not sure if it is suitable product for me or not.
USER STORY 3: As a consumer, I want to better understand product information as much as possible before deciding to buy because I want to make sure if it is used with clean ingredients.
Shopify Theme Selection
We often had some inconveniences with the previous design theme and it didn't support a responsive design and only worked for the desktop screen, therefore, our goal was to pick the theme that meets our key priorities and optimized for mobile commerce.
Low-Fidelity Wireframes
Mobile Online Purchase Flow
Because of the time limitation, I first focused on the mobile online purchase flow as our highest priority.
Mid-Fidelity Wireframes / Peer Reviews Objectives
I conducted peer reviews using gray-scale mid-fidelity wireframes and prototypes with two internal team members. The goal of this review was to assess the usability of the landing, product list and product detail pages, and also reveal areas of confusion for them.
04. Design
Mood board
Healthy
Juicy Botanicals
Cruelty-free
Hawaiian Island vibe
Design System
To position the brand as luxury impression with utilizing the premium botanicals, I picked darker green and pink as main accent colors that feels more down-to-earth and are in the same hue of the company's legacy colors to maintain consistency.
High-Fidelity Wireframes
Due to the previous website problems, we had to launch the website in 2 weeks, and current design has already led to a lot of great analytical results (increase of total sales and conversion rate) and even new business opportunities.
However, because of the tight schedule, I could only conduct internal peer reviews, not with real customers nor people from outside of the company, therefore, after the launch of the website, I personally conducted external peer reviews with 2 persons utilizing current high-fidelity wireframes & prototypes.
Reverse Card Sorting for New I.A. sitemap
Although the website has been launched already to meet the deadline, I, as UX Designer, wanted to verify our assumptions and preference of the current sitemap and propose modifications to the founder based on the answers from participants who are potential customers for Hanalei Company's new website. I conducted the open & closed card sorting with 6 random participants.
💡Project Summary
Total sales increased 56% in Q1 comparison between 2022 vs 2021
Shopify Analytics shows that overall, our total sales in Q1 increased 56% in 2022. The number of sessions decreased 18% but the conversion rate increased 69% , indicating that customers are making their purchase earlier in their journey rather than visiting the site multiple times and finally making a purchase. Additionally, the increases in Average Of Values, so-called AOV (4% up), total orders (50% up) and return rate (83% up) all indicate that the optimized site is working hand-in-hand with marketing for these improved metrics.
The design resulted in the business expansion internationally
This project successfully led to a digital promotion offer from a Korean PR & Communication agency to expand the business towards high-end / niche markets that were tailored to the target audience. On top of that, based on this website design, the company officially started developing Japanese website design and currently I'm working together with the Japanese Digital Marketing & Advertising agency to conduct website localization as a UX/UI Designer.