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PROJECT
Ecommerce
DESCRIBTION
Digital Product Design
TEAM
UI/UX Designer, Developers, Project managers
LINK
BRIEF
Full bespoke redesign to improve both User experience and user interface.
We also had to work on the Accessibility side of the site because of the US market.
REQUIRMENTS
-The user has to add the product easily to the cart.
-Users have to see the reviews.
-We want to show all the key details to our users.
Process
I tailor my process to fit the unique needs of each project. We began with a thorough kickoff meeting for this specific project, followed by a discovery phase that included an analytics review, competitor research, and user and client interviews. We then moved on to creating user flows, testing, wireframing, and prototyping while maintaining weekly calls and close communication with the client throughout the process.
Additionally, I collaborated closely with the team in an Agile environment to ensure everyone was aligned with the process, fostering transparent communication and seamless execution.
BRAND RESEARCH
Researched the history of the company, how it got started, what its short-term and long-term goals are, who its competitors are, what its biggest challenges to success are and identifying its target market.
STAKEHOLDER INTERVIEWS
Five total interviews and follow-ups with the CEO, operational managers and developers.
DATA ANALYSIS AND SYNTHESIS
As a Senior UX Designer, I comprehensively analysed the website using Google Analytics and Shopify Analytics. I reviewed heatmaps, scroll depth, and other key metrics to identify pain points and understand the users’ challenges on the site. This analysis allowed me to pinpoint where users drop off and why they abandon the purchase process, providing critical insights for optimising the user experience and improving conversion rates.
COMPETITIVE AND COMPARATIVE ANALYSIS
I conducted a competitive analysis using a detailed chart to evaluate industry trends and best practices. This analysis highlighted what competitors are doing effectively and identified key opportunities that could benefit the brand. Please refer to the chart sample below for insights.
After completing the research and analysis, I provided a summary outlining what elements would be beneficial to implement on the site and which ones should be avoided. This was presented to the client, supported by references from my findings. Additionally, I proposed several new ideas that weren't discussed in the kickoff meeting but emerged as valuable opportunities based on the research.
PRO's, Con's and Thoughts
Toured all of competitors’ sites and native apps as first-time users, taking extensive notes on what was experienced and how those experiences made us feel about the product, how easy it was to personalise a product for customers and how easy the process of adding to bag and checkout was for users.
HEURISTIC ANALYSIS
I conducted in-person, phone interviews and online questionnaires with current and potential users.
USER INTERVIEWS
STAND-UPS AND PIN-UPS & WORKSHOPS
During the research process, I worked closely with our team and stakeholders to keep everyone updated with what we were working on received feedback and brainstormed with developers for some of the challenges. I presented the findings, problem statement and potential solutions to other UX designers for feedback and review.
PERSONAS
Developed detailed dossiers on four different types of target users for Ren, reference points to guide us in our journey to solve the problems.
With data from our extensive research, we prioritized a list of 50 possible features — some essential, others less so — that we would need to factor into our solution.
FEATURE PRIORITIZATION
INFORMATION ARCHITECTURE
We evaluated the current REN website and based on our research, reorganized the main navigation, footer and checkout flow.
USER FLOWS
Guided by our personas, we wrote stories for how our users would navigate through the new site.
VISUAL DESIGN
We began with crude early sketches, progressed to low-fidelity wireframes, and finally to a working medium-fidelity prototype of mobile and desktop versions of the website. We would test and validate our designs every step of the way.
USER TESTING
With a working prototype, we tested our design on 13 users, recording and documenting their verbal and nonverbal feedback.
From our testing, we made extensive changes to our design to deliver a final high-fidelity mockup to our client.
INTERACTIVE DESIGN
NEXT STEP
Get in touch Paria.kiad@gmail.com
Let’s collaborate and create something exceptional.
Location
Based in the Sutton Coldfield, Birmingham.
Working Globaly
Contact
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© 2035 by Paria Kia
REN SKINCARE
is a British beauty brand known for its high-performance, sustainable skincare products. Founded in 2000, REN focuses on clean, bioactive ingredients that deliver effective results without harmful additives. Committed to environmental responsibility, the brand uses recycled and recyclable packaging and promotes zero-waste initiatives. REN’s products cater to various skin types, offering solutions for hydration, sensitivity, and anti-aging while maintaining a cruelty-free and vegan-friendly ethos.