Glade - Webapp Redesign
This project was designed as a part of the Essentials of Interactive Design course at Thomas Jefferson University.
Duration: January 2022 - April 2022 (14 weeks)
Duration: January 2022 - April 2022 (14 weeks)
My Role
UX Research | Wireframing | UI Design | Presentation Design | Visual Design | Usability Testing
Tools
Dovetail | Confluence | Figma | Adobe Illustrator | MS PowerPoint
Deliverables
Research Documentation & Analysis | Low Fidelity Wireframes | High Fidelity Protptype
Project Partner
Anush Hegde
Long Story Short...
Project Goal:
The goal of this project was to assess and analyze the existing website, identify problem areas, and integrate eCommerce features that enable users to make a product purchase. In addition to this, a novel feature that focused on driving better product sales was introduced to retain customer loyalty.
The goal of this project was to assess and analyze the existing website, identify problem areas, and integrate eCommerce features that enable users to make a product purchase. In addition to this, a novel feature that focused on driving better product sales was introduced to retain customer loyalty.
Problem:
The challenge at hand is that 95.9% of participants have indicated a strong preference for an offline purchasing option, emphasizing their desire to sample products before making a buying decision. Our task is to find a solution that can bring the offline shopping experience to our online platform through a website redesign.
The challenge at hand is that 95.9% of participants have indicated a strong preference for an offline purchasing option, emphasizing their desire to sample products before making a buying decision. Our task is to find a solution that can bring the offline shopping experience to our online platform through a website redesign.
Solution:
We will offer users the option to choose two fragrance samples of their preference on the cart page. These samples, in the form of small pouches or ampoules, will be included with their order to eliminate extra shipping costs, thus giving them an opportunity to try out new fragrances before making a purchase decision.
We will offer users the option to choose two fragrance samples of their preference on the cart page. These samples, in the form of small pouches or ampoules, will be included with their order to eliminate extra shipping costs, thus giving them an opportunity to try out new fragrances before making a purchase decision.
Expected Outcome:
The implementation of this solution is expected to result in an improved online shopping experience for users through enhanced user engagement, reduced return rates, increased sales and competitive advantage. Overall, this solution promises a holistic improvement in the online shopping journey, resulting in greater user satisfaction, sales growth, and a stronger market position.
The implementation of this solution is expected to result in an improved online shopping experience for users through enhanced user engagement, reduced return rates, increased sales and competitive advantage. Overall, this solution promises a holistic improvement in the online shopping journey, resulting in greater user satisfaction, sales growth, and a stronger market position.
Impact:
By conducting a heuristic evaluation, we significantly enhanced the website's e-commerce score, elevating it from -5 to an impressive 76. Additionally, our redesign incorporates the option to include complimentary product samples with each purchase, a feature anticipated to drive sales growth.
By conducting a heuristic evaluation, we significantly enhanced the website's e-commerce score, elevating it from -5 to an impressive 76. Additionally, our redesign incorporates the option to include complimentary product samples with each purchase, a feature anticipated to drive sales growth.
Working Prototype
Project Highlights
a. Ecommerce Integration
Baymard Analysis
To effectively integrate eCommerce, Baymard Iinstitute was used to analyze the current website and identify areas that needed improvement from a sales standpoint. It also helped to determine features the website could use to improve the customer’s buying experience.
Baymard Score of the current website
-5
Based on the Baymard score, a list of improvements was generated to facilitate the effective integration of eCommerce to the current Glade website. We also developed low-fidelity wireframes incorporating improvements and design changes suggested by the tool.
Baymard Score of the redesigned website
76
b. Novel Innovation
Concept
On the cart page, every user will be given an option to pick any two fragrance samples that they would like to try. The samples will be tiny pouches or ampoules with liquid fragrance and will be delivered along with the customer order to avoid additional shipping costs.
On the cart page, every user will be given an option to pick any two fragrance samples that they would like to try. The samples will be tiny pouches or ampoules with liquid fragrance and will be delivered along with the customer order to avoid additional shipping costs.
Usability Testing
The high fidelity prototypes were tested with 3 students and 2 staff members who had participated in our user interviews.
They were asked to complete 2 simple tasks:
a. Purchase the first air freshener listed on the website
b. Identify where the product samples are in the buying journey
The results were as follows:
They were asked to complete 2 simple tasks:
a. Purchase the first air freshener listed on the website
b. Identify where the product samples are in the buying journey
The results were as follows:
c. SaaS Integration
The novel feature lives in the cart page of the redesigned website so as to compel the user in making a purchase. Since the innovation is sales driven, I wanted to use a SaaS product that heavily focused on providing features that help me evaluate cart abandonment and propel higher conversion rates. An intuitive eCommerce experience is further known to generate better product sales, and Sales Cycle’s personalized upsell and cross-sell solutions would assist in increased customer loyalty. Moreover, email marketing is known to be one of the most effective drivers of sales, and Sales Cycle offers solutions that aid consumer data collection. They also offer re-targeting solutions to send timely and relevant emails across multiple locations and languages ensuring a streamlined experience.
Features:
- Countdown timers
- Upsell and Cross Sell
- Email Sign-Up
- Feedback Surveys
- Marketing Consent Management
- Product trends
- Callback request
- Countdown timers
- Upsell and Cross Sell
- Email Sign-Up
- Feedback Surveys
- Marketing Consent Management
- Product trends
- Callback request
d. Retention Strategy
As a sequel to the cart abandonment and personalized cross-selling features offered by Sales Cycle, the retention strategy of creating google ads was devised to target audiences based on their interests, and buying preferences.
The strategy focused on two types of audiences:
The strategy focused on two types of audiences:
a. Cart abandoners: Potential leads are targeted by displaying ads in contextually relevant webpages to influence them to make a product purchase. The ads would be shown based on the products the users added in the cart. The communication in these set of ads is very direct and aims at promoting home delivery and product samples.
b. Product samplers: Customers who bought a product from the website, but did not make a repeat purchase will be shown ads based on the samples they received along with their order. The communication in these set of ads aims to push product sales based on the fragrances sampled by the target audience.
Measuring Success
