Amavita, a leading player in the health and wellness industry, sought to revolutionize its e-commerce platform to address low conversion rates and high cart abandonment issues. 

Client

Galenicare. Jun 2022 - Nov 2022

Contribution

Ux Research, UX design, Visual design, Workshops

Team

Martin von Siebenthal

Ecommerce website

I orchestrated a transformative redesign, covering workshops, user research, interface design, and usability testing. Our focus: crafting an intuitive shopping experience, improving conversion rates and high cart abandonment issues prioritizing core functions, and laying a robust foundation for future enhancements.

Context

Amavita's existing e-commerce store faced challenges related to product discovery, checkout flow, and an outdated user interface. These issues hindered the overall user experience, affecting the platform's competitiveness in the market.

Challenge

Improving Information Architecture:
Restructured navigation to align with user mental models, enhancing product discovery.

Checkout Complexity with Collect vs. Delivery:
Addressed confusion in the cart and checkout flow, clarifying product collection and delivery options.

Overcoming Usability Issues & Modernization Efforts:
Modernized the outdated webshop, focusing on interface and technical enhancements for improved user experience.

Stakeholder Challenges:
Successfully managed collaboration among 10 stakeholders, utilizing visual aids and streamlined communication to ensure cohesive decision-making. Overcame design system restrictions with a structured change request process.

Solution

Our approach involved a meticulous process that started with in-depth research, followed by requirements engineering, interface design, and iterative usability testing. The journey culminated in the development of a responsive design system, meticulously crafted to elevate clarity, ensure transparency, and significantly enhance the overall user experience.

I successfully tackled split cart and payment method from product having two different delivery options challenges in UX by strategically interrupting users to highlight available delivery options, ensuring awareness.

Mobile first solution

Process

Phase I - Desk Research & User Research

Conducted competitive analysis and studied e-commerce best practices.
Analyzed KPIs and user behavior through analytics.
Interviewed users to understand their preferences between mail delivery and pick-up.

Phase II - Requirements Engineering:

Defined the product vision, developed personas, a value proposition canvas, information architechture and design principles.

Conducted open card sorting with participants to refine the taxonomy.

Phase III - Interface Design

Started with sketches to test concepts and user flows.

Iterated for several sprints from low-fidelity to high-fidelity prototypes. At the end of each spint we conducted concept and usability user tests to continuously iterate on the designs. 

Addressed challenges related to split cart options and payment methods with the collect vs. delivery options, by maximizing clarity and transparency throughout the interface.

Phase IV - Visual Design

Built a comprehensive design system with responsive components.

Ensured responsiveness across various devices with a mobile-first approach.

Motion concept

We established clear motion dual concepts and defined corresponding easing functions, elevating overall clarity and refining the user experience.

We engaged in a brainstorming session to determine the optimal allocation of motion concepts to specific pages or modules, enhancing the strategic alignment of design elements.