Big Seller
 
E commerce

Apologies! but as per the Non Discloser Agreements (NDA) between me and the client I can't use business name, logo and any kind of brand identity. So! here I am going to refer my client as 'Big Seller'. It's not like I choose that name to just address it, but my client is really a BIG market shareholder in global e-commerce.

As mentioned, the client has global existance but I supported only the India part.

Buyers' End
 

Inside the e-commerce platform there are multiple modules including 'Chief Technology Office' and all are linked with each other through a bridge. I was involved in this module and in this case study will talk this one.

End users ( buyers) use this module for online shopping (buy, return, exchange). This module uses Artificial Intelligence to showcase varity of list to the users.

Project description
 

Problem Statement:

Despite a steady stream of website traffic, this platform is experiencing low conversion rates and a high cart abandonment rate.

Users struggle to find products quickly due to poor navigation and lack of filtering options, especially on mobile devices.

Additionally, the current design is outdated, lacks visual appeal, and does not reflect our brand’s evolving identity.

As a result, missing opportunities to turn visitors into loyal customers and falling behind competitors offering a more seamless and intuitive online shopping experience.

This redesign aims to enhance the user experience, improve mobile usability, optimize the purchase flow, and align the platform with modern design and accessibility standards to drive higher engagement, retention, and sales.

Project Summary:

This project involves a complete redesign of an existing eCommerce platform with the goal of improving user experience, increasing conversion rates, and aligning the brand’s digital presence with current design and usability standards. The previous platform faced challenges such as outdated UI, high cart abandonment, poor mobile usability, and unclear navigation.

Outcomes & Impact:

  • Reduced cart abandonment rate.
  • Increased mobile conversion rate.
  • Enhanced average session duration and lowered bounce rate.
  • Positive user feedback on usability and visual appeal.

Goals and Objectives:

  • Enhance the user interface to reflect a modern, trustworthy brand.
  • Improve product discoverability and filtering.
  • Optimize the end-to-end shopping journey, especially the checkout flow.
  • Ensure responsive, mobile-first design.
  • Increase user engagement, conversions, and customer retention.

Target Users:

  • First-time online shoppers seeking ease and trust.
  • Returning customers expecting a streamlined, personalized experience.
  • Mobile users making quick purchases on the go.

Research Methods:

  • Stakeholder Interviews :
    Understand business goals, technical constraints, and current challenges for alignment on vision and KPIs.
  • User Interviews :
    Gather insights about user motivations, pain points, and shopping behavior from xxisting customers, abandoned cart users, new visitors. Ask about specific shopping journeys, not general opinions.
  • Web Analytics Review :
    Identify drop-off points, high bounce pages, and conversion rates using Google Analytics, Mixpanel for funnel analysis, device type usage, session duration.
  • Heatmaps & Session Recordings :
    Understand how users interact with key pages by scrolling behavior, click hotspots, rage clicks.
Details
 

Project type

Fixed time

Time line

22 weeks

Position

UX Researcher & Designer

Employment Type

Contract

Challenges
 
Barriers
User flow
Factor
Description
Result
Age Bracket
18 years and above (no upper limit).
Huge variation in technical knowledge.
Design
Factor
Description
Result
Region
5 major and 30+ minor
Different choices, thoughts and emotions.
Barriers
User flow
Factor
Age Bracket
Description
18 years and above (no upper limit).
Result
Huge variation in technical knowledge.
Design
Factor
Region
Description
5 major and 30+ minor
Result
Different choices, thoughts and emotions.
UX Process
 
 
Job Responsibility
 
 
User Interview
Research Synthesis
Persona
Empathy Mapping
User Journey
User Flow
Information Architecture
Wireframes
Mockups
Design System
Prototype
Usability Testing
 
calendar_month
22 Weeks
responsive_layout
60 Screens
person
8 User Participants
User Interview
 

A series of user interviews were conducted to understand user goals and pain points and to unearth any unexplored areas.

8 users were interviewed, each have varying buying experience across Big Seller and any other apps in the same category. The idea of the questionnaire is to keep it ...

  • Be open-ended: Let users talk freely.
  • Encourage stories: “Can you give me an example?” reveals deeper insights.
  • Avoid leading questions: Asked what they do, not why they like your product.
  • Record (with consent): Used Zoom for transcription.
  • Structured
  • Expert
  • Remote
  • Contextual

Background & Shopping Behavior

  • Can you tell me a bit about how you usually shop online?
  • What types of products do you typically buy online?
  • Which eCommerce websites do you frequently use, and why?
  • What device do you usually use for online shopping (mobile, desktop, tablet)?
  • How often do you shop online in a month?

First Impressions & Discovery

  • How do you typically find the products you want? (e.g., search bar, browsing categories, filters)
  • What do you notice first when you land on an eCommerce homepage?
  • What makes you stay or leave a shopping website quickly?

Product Browsing & Evaluation

  • What do you look for when evaluating a product?
  • How important are product descriptions, images, videos, or reviews to you?
  • Have you ever struggled to find a specific product on an eCommerce site? What happened?

Checkout Experience

  • Can you walk me through your last online checkout experience? What worked well? What didn’t?
  • Have you ever abandoned a shopping cart? If so, why?
  • What payment options do you prefer, and why?

Post-Purchase Experience

  • How do you typically track your orders?
  • Have you ever had to return a product? What was the experience like?
  • What kind of post-purchase communication do you appreciate (e.g., email updates, SMS)?

Pain Points & Frustrations

  • Can you recall a time when something about an online shopping experience frustrated you?
  • What makes an eCommerce site feel “cluttered” or hard to use?
  • Are there any features or patterns you find annoying on shopping websites?

Expectations & Wishlist

  • What do you expect from a smooth online shopping experience?
  • What features or tools do you wish more eCommerce websites offered?
  • Have you ever had a surprisingly good shopping experience? What made it memorable?

Feedback on Current Website

  • What do you like or dislike about our current website?
  • Was there ever a time you had trouble finding or buying something on our site?
  • If you could change one thing about our site, what would it be?
Persona
 
 
Empathy Mapping
 
 
 

Empathy map is used in design thinking to gain a deeper understanding of a user's perspective, thoughts, feelings, and behaviors, helping to identify their needs and motivations.

 

What they Say :
 Direct quotes or paraphrased statements from users about their experiences.

 

What they Think :
 Users' thoughts, motivations, and needs, framed in first-person statements.

 

What they Feel :
 Users' emotional states during the process.

 

What they Do :
 Typical observed user behaviors and actions.

 

Helped team understand user needs, behaviors, and motivations.

Provided insights to inform design decisions.

Helped teams communicate user insights effectively, especially to stakeholders.

Encouraged teams to "get inside the heads" of users.

 

Empathy map is used in design thinking to gain a deeper understanding of a user's perspective, thoughts, feelings, and behaviors, helping to identify their needs and motivations.

 

What they Say :
 Direct quotes or paraphrased statements from users about their experiences.

 

What they Think :
 Users' thoughts, motivations, and needs, framed in first-person statements.

 

What they Feel :
 Users' emotional states during the process.

 

What they Do :
 Typical observed user behaviors and actions.

 

Helped team understand user needs, behaviors, and motivations.

Provided insights to inform design decisions.

Helped teams communicate user insights effectively, especially to stakeholders.

Encouraged teams to "get inside the heads" of users.

User Journey
 
 
 
<
Research Synthesis
 
 

Contrast: Can never see all the data clear. Background and font color difference is low. Too many colors irritate users.

Repetition: Can never see the uniformity within the app or even a page.

Alignment: Can never find data with in content. Positioning not done properly.

Proximity: Can never understand the subject and body. Not grouped properly.

User Flow
 
 
Information Architecture
 

Inside CMS a total of 300+ pages are there. Only (Search > Loan >) Loan Master is explored.

Wireframes
 
 
Design System
 
Mockups
 
Prototype
 
 
Usability Testing
 
 
All participant in User Interview were given an option to participate in Usability Testing programme and some others also. We insisted the users who had large amount of frustrations and goals. 50+ employee took part and the out come is ...

Methods

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Moderated
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Unmoderated
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Remote
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In person
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Qualitative
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Quantitative

Out Comes

warning
Uncovered problems in the design
frame_inspect
Discoved opportunities to improve the design
groups
Learnt user behavior and preference
Let's work together
 
 
Creative Ideas

New & Imaginative Ideas. View things in new ways. Generate new possibilities and alternatives. Solution is guaranteed.

 
Original Designs

People talk a lot about and I do it, that make my Client feel proud. It makes the Brand easier to remember and for longer time.

 
Unique Presentations

It turns a very ordinary thing into more Attractive one. Kind of a magic it works like but not an illusion.