UX Casestudy

How might we improve the user experience of an e-commerce website to increase customer engagement and conversion rates?

Problem Statement

Type:

Members:

Responsibility:

Duration:

Conceptual

Sameer Kallurkar

UX Researcher and UI Designer

28/02/2023 - 14/04/2023

UX Case Study

E-Commerce app

Concept

Context

The e-commerce website in question has been operating for a few years but has been experiencing low customer engagement and conversion rates. The website offers a wide range of products, but customers often struggle to find what they are looking for, and the checkout process is cumbersome, leading to cart abandonment. The website has received feedback from customers regarding these issues, but the design and layout of the website have remained largely unchanged. The goal of this UX case study is to identify pain points in the customer journey and propose solutions that can improve the user experience, ultimately leading to increased engagement and conversion rates.

Objectives and Goals

To increase the customer engagement and conversion rate of the website

To improve the user experience of the application

To Streamline the checkout process

Understand

Ideate

Test

Process

Define

Design

Targeted audience is the working population of 20 years - 60 years

Targeted Audience

Research and Analysis

Case Study Club

IBFE.org

Statista

Researchgate

Google Scholler

UX Resources

Business Challenges

Online vs Offline

Reach

Limited Payment Options

Building Trust

High competition

High Shipping Costs

Mobile app is majorly used to shop

25 - 35 years have highest conversion

India is still a growing market for e-commerce.

Offline Retail is more common and popular but its slowly changing.

Majority of Payment is done using cash on delivery however its changing.

Women shops almost twice as men

90% of users do shopping through a mobile app phone over a web app.

Electronics and apparel are highly shopped categories (77%)

Key Takeaways

User Research

77% of the sales comes from electronics and Apparel

Though in India “Cash On Delivery” is used mainly but Cashless payment is on the boom and is increased by 11 times

Market share of e-commerce in India is on a steady increase and is estimated to reach 200 Billion Dollars.

Offline market has dominants control over market

Age group 30 - 40 has highest online shopping.

Age group 20-30 has second highest.

This could be the result of UPI

Mobile app

Simple and modern design

App should be smooth and speedy

Wide range of Product Selection.

Shopping Cart and Making the Transaction.

Service after order

User Needs

Online Shoppers

In 2019, Indian online shoppers spend Rs 12,800 (US$ 183.14) per shopper per year and this number is expected to rise to Rs 25,138 (US$ 359.67) by FY30.

Mobile-savvy shoppers are the backbone of India’s online shopping industry. Men have been a more avid shopper on the mobile platform compared to women, in part because of demographics and cultural differences.

In 2019, it was estimated that one in every three Indian shops via a smartphone.

Mobile Consumers

Online retailers’ growing reach in town and cities beyond metros is driven by an increased usage of mobile internet. Increased ownership of smartphones is helping more Indians access shopping websites easily.

Number of smartphone users in India is expected to reach 859 million by 2022.

More than 90 per cent of subscribers use internet service through mobiles

Competitor Analysis:

Amazon

Flipkart

Huge inventory

Reasonable shipping charges

Customer service

Quick deliveries

Features

Amazon.com is a vast Internet-based enterprise that sells books, music, movies, housewares, electronics, toys, and many other goods, either directly or as the middleman between other retailers and Amazon.com's millions of customers.

Free Delivery

Early Access to Major Sale Events

Superior customer support

Fast shipping

The company initially focused on online book sales before expanding into other product categories such as consumer electronics, fashion, home essentials, groceries, and lifestyle products. Flipkart Private Limited. Headquarters in Bengaluru, India.

Allow users to share their wish lists with friends and family via social media

Allow users to quickly reorder items they have purchased in the past with just one click, making it more convenient to restock items they use regularly.

Partner with influencers or local businesses to create unique and exclusive products that are only available on the app. This can increase customer loyalty and attract new customers.

Unique Features

Behavior

Pain Points

Rahul

User Persona

Slow app performance.

Inefficient search function.

Having to start his search all over again.

Lack of user-friendliness.

Software Developer

Rahul is a tech-savvy young professional who spends a lot of time on his smartphone. He enjoys online shopping and often browses ecommerce apps to find the latest deals and products. He expects a smooth and hassle-free experience when using an ecommerce app, as he has high standards for user interface design and functionality.

B.Tech

Hyderabad

Employee

“ I was frustrated with the ecommerce app's poor user experience. It was difficult to navigate, crashed often, and lacked the functionality I needed. I felt like I wasted my time and lost confidence in the app, making me less likely to use it in the future.”

Behavior

Pain Points

Ravi

User Persona

Difficulty in navigation.

Inaccurate search results.

Confusing checkout process.

Overwhelming technology.

government employee

Ravi is a government employee who is new to mobile technology. He is not very tech-savvy and finds it difficult to navigate through apps. He values simplicity and reliability in all aspects of his life.

BCom

Hyderabad

Employee

“ The ecommerce app frustrated me with its poor user experience, complexity, and potential to discourage future use. I considered shopping at a physical store with the help of a salesperson instead.”

User Journey Map

User Flow

High Fidelity

Search Bar

Product Carousal

Navigation Bar