Evolight
Revitalizing Evolight: A Modern Shopping Experience
- 📄 Project Name: Evolight Website Redesign
- 🕒 Year: 2019
- 👤 Role: UX Designer, Template Dev
- 🛠 Tools: Figma, Mobirise, Photoshop
Transforming a Dinosaur into a Delightful Shopping Experience
Redesigned Evolight's outdated website – improved user engagement and sales significantly.
Identifying the Problem Space and Goals
Evolight, a vibrant shop in Mexico City, specializes in various lighting products, from traditional lamps to modern smart bulbs and cameras. However, their online presence was severely outdated, resembling a dinosaur in the digital age. This antiquated website hindered their ability to sell products effectively online, as it lacked essential features like a smooth checkout process and engaging multimedia content.
The primary goal of this project was to create a modern, user-friendly website that would facilitate online shopping, streamline payment processes, and enhance product visibility through high-quality images and videos. By addressing these needs, I aimed to improve the overall shopping experience for users and boost Evolight's online sales.
Main Goals:
- Redesign the website for improved user experience.
- Incorporate engaging multimedia content.
- Simplify the checkout process to reduce cart abandonment.
Researching User Needs
🔍 Research
To understand the user experience better, I conducted a series of research methods including user interviews, an analytics review of the old website, and competitive analysis. I gathered insights from 20 users who had previously interacted with the site, focusing on their pain points and frustrations.
Key Findings:
- Users reported the website was slow and unresponsive.
- The checkout process was complicated, leading to frustration.
- Lack of engaging visuals made it hard for users to connect with products.
✍️ Synthesis
From the research, I synthesized the information by identifying recurring themes and pain points among users. I created user personas to represent the target audience and mapped out their journey, highlighting critical touchpoints where they experienced frustration. This synthesis helped me define opportunities for improvement, ensuring the design would address user needs effectively.
🎨 Design
In the design phase, I focused on ideation, wireframing, and prototyping. I generated multiple design concepts, iterating based on feedback from potential users. I created wireframes that emphasized user flows and incorporated engaging elements like product videos and high-quality images. Feedback was collected through usability testing, allowing me to refine the design iteratively.
🚀 Outcome
The final website experience delivered a seamless shopping journey, featuring a visually appealing landing page, an intuitive product catalog, and a simplified checkout process. Users could easily browse through products, view detailed images and videos, and complete their purchases with minimal friction, addressing the pain points identified earlier.
Rationale Behind Design Decisions
The major design decisions were driven by the research insights I gathered. For instance, to address the slow loading times, I optimized the website's performance by minimizing image sizes while maintaining quality. The checkout process was redesigned to be more straightforward, incorporating fewer steps and clear calls to action, which was crucial for reducing cart abandonment.
Additionally, I prioritized the inclusion of engaging multimedia elements based on user feedback. Users expressed a desire for more visual content to help them make informed purchasing decisions. By integrating videos and high-quality images, I aimed to create a more immersive shopping experience that would resonate with users and encourage them to explore the products.
Measurable Results
The redesign resulted in significant improvements for Evolight. The website's performance metrics showed:
- Conversion Rate Improvement: Increased by 27% within the first month post-launch.
- Checkout Abandonment Reduction: Decreased by 41%, indicating users found the process easier.
- User Satisfaction Score: Received positive feedback from 85% of users who engaged with the new site.
These metrics not only reflected the success of the redesign but also showcased how a thoughtful UX approach can transform an outdated platform into a thriving online store.