Pro Builds

UX Design / Web / Mobile
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My Role

UX Designer

Timeline

2 weeks

Responsibilities

  • Competitive Analysis
  • Wireframing
  • Prototyping

Tools

Figma, Photoshop

OVERVIEW


Problem

In the competitive gaming accessory e-commerce sector, we're striving to improve user experience. Our current platform lacks efficient navigation and personalized recommendations, leading to potential cart abandonment.

Outcome

Through our website redesign and enhanced user experience, we aim to increase user satisfaction, reduce cart abandonment rates, and drive higher sales in the fiercely competitive gaming accessory e-commerce market.

Discovery


Hypothesis

If we optimize website navigation and introduce personalized product recommendations, we anticipate that user satisfaction will increase, leading to a significant decrease in cart abandonment rates and a subsequent boost in sales for our gaming accessory e-commerce platform.

Competitive Analysis

In a highly competitive landscape, our gaming accessory e-commerce website distinguishes itself by offering a superior user experience through streamlined navigation, personalized recommendations, and a diverse product selection. While competitors may excel in certain areas, our comprehensive approach positions us as a top choice for gaming enthusiasts, providing a unique and compelling value proposition.
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New Egg

Strengths

  • Efficient Navigation
  • Detailed Product Information
  • User Reviews and Ratings design is informative
  • Good Responsive Design

Weaknesses

  • Complex Checkout Process
  • Overwhelming Content
  • Limited Personalization
  • Visual Aesthetics are dull
  • Visual Clutter

Best Buy

Strengths

  • Good Navigation Design
  • Clean UI
  • Strong Information Architecture

Weaknesses

  • Basic Visual Design
  • Visual Aesthetics are dull
  • Weak Mobile App Experience


Findings

My observations felt that the visual design of these websites is very basic and overly simplified. It can be more engaging and strike better interest for the users by making the visual design even better. This is where I tried to bring over the advantage by enhancing the visuals of our website which can feel more engaging in terms of user experience.

Empathize


User Personas

Persona 1

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Persona 2

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Ideation & Design


LoFi Wireframes

wireframes

HiFi Wireframes with interactive prototype

Final Designs

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Reflections


Learnings

I tried to provide efficient navigation, detailed product information, robust filtered results, creating a user-friendly shopping experience. However, it could enhance its checkout process, reduce visual clutter, and improve personalization to further elevate the user experience. Overall, it demonstrates the importance of clear, user-centric design in e-commerce platforms.

Looking Forward

Looking forward, the ProBuilds website has the potential to further improve its UX design by simplifying the checkout process, optimizing the mobile experience, and enhancing personalization features. As user expectations evolve, staying committed to user-centric design and continuously refining the platform will be key to its ongoing success in the competitive e-commerce market.