Goal and results
Design a new UX for an existing e-commerce that sells digital and physical certificates, which are used for discounts in local restaurants. All user flow would need to be designed e.g., Home, PDP, PLP, cart, checkout, user account, and certificate management (including certificate activation). The e-commerce needs to work properly on different devices as users activate the digital certificates on the restaurants using their mobile devices.
One of the main points we addressed that would create value for both users and the client was to increase awareness of the variety of restaurants and cuisines available on the platform. So new visitors and also current clients would be more motivated to explore and try different restaurants.
We also used digital analytics data to support some design decisions related to information hierarchy and what should be more prominent e.g., faced filters in the PLP. We also identified some potential UX problems in some components that could make the understanding of the real certificate value problematic for new visitors.
My role:
- Designed wireframes for Home, PLP, PDP, cart, checkout (for digital and physical certificates), dashboard, account management and certificate activation;
- Analyzed analytics data;
- Identified problems and UX improvements.
Tools used:
- Figma;
- Zoom meetings.
Besides, PM, CX and BAs, the project team comprised 2 other UX designers and 1 UI designer.