PROJECT OVERVIEW
ESR Now is an e-commerce distribution company that operates an online and offline shopping mall. As the first member of ESR Now's UX design team, I was assigned to adapt ESR Now's Website into the iOS app design and increase the engagement rate with the customer.
TEAM
Calvin Lee
Mary Lee
RESPONSIBILITY
Lead Visual Designer
UX Researcher
TOOLS
Figma, Framer
Adobe CC, Miro
PROJECT DURATION
Oct 2020 - Nov 2020
Project Goal
To improve the conversion from browse to completion of checkout to increase revenue on the mobile-web experience.
/ Preview
Rebranded the visual identity of ESR Now to a minimalistic and modern aesthetic and perfected the existing Information Architecture of ESR Now
Old Design of ESRnow's Website
New iOS Design of ESRnow
/ Post-Purchase Features
Originally, There were no post-purchase features that help the customer besides e-mail and call, but by adding Returning and Canceling order features from order history, users will not have to wait for the customer service anymore
/ Clear Visual Indicators
Implemented clear visual indicators to help users through the checkout process without mistake
/ Restock Notifications
E-mail notification for out-of-stock items to increase engagements from potential customers
Redesigning the
User Experience, Product, & Branding of ESR Now
Before we started, ESR Now platform had already consisted of the website. At that time, product owners weren’t happy with the branding and website screen life experience and hired me to design and develop the iOS application. I was responsible for the UI design and research and was the sole designer on the project. The main challenges that we faced at the beginning of the app development process were:
- We needed to keep the core features as simple as possible yet create an improved mobile adaptation of the E-commerce website.
- We were required to move fast, nevertheless develop a user-friendly product.
/ Visual Audits
We recruited existing ESR Now customers and reached out to 15 department store shoppers to gain insights into their needs, motivations, and frustrations to help shape the app solution. I led 12 remote moderated User Testing and 40+ Surveys on the current website to find any problems with the current Information Architecture and users' opinions on the branding of ESR Now.
/ Competitive Analysis
I conducted a competitor analysis of the popular shopping apps among the target users on the market, such as GOAT and SSENCE.
Users prefer the minimalistic design, and as proven in the Aesthetic-Usability effect, users tend to believe that the app's visual identity reflects the quality of the product.
/ Design Opportunities
During the discovery phase, we conducted various methods of research that allowed us to determine what the problems were and where potential opportunities could be. We stripped down data to the core and empathized with users to land within a solution area that anyone could relate to.
- Users don't think the website is reliable based on the User interface, which drops the engagement level (Aesthetic-Usability Effect)
- Lack of features and support for customers' post-purchase experience
/ User Persona
I synthesized the insights from the research into journey map-based personas. In this post, I will focus on Jerome and how I came up with another solution to increase the engagement from potential customers
click to view in large screen
/ User Journey Map
Based on the insights from the research, I created a thorough user journey that shows how Jerome loses his interest in a new wallet on ESR Now.
/ Information Architecture
My team has reorganized the Information Architecture of the website based on the insights from the heuristic evaluation. Our team focused on creating a more effortless experience browsing within the category and making the post-purchase experience more straightforward.
Branding
Visual Design
UX|UI
/ Wireframing
We went through several iterations of the home page before coming up with the most appropriate structure and information display.
Branding
Visual Design
UX|UI
/ Takeaways
Curb-cut effect:
All users showed positivity towards the visual during the purchase process which was implemented to prevent mistakes from Users over 30s.
Initiative and project ownership:
This project began as a loose concept without a clear direction. As an exploratory project for my internship, In the end, I learned to take the initiative on growth opportunities and own responsibility for the final outcome.
Interested in more details?
I'm looking for new opportunities at the moment. If you would like to see more about this project, I would love to chat on Zoom
shoot me an email at calvinrudalee@gmail.com
