E-commerce design strategy

Challenge

Our client opted for complete website redesign for two reasons:

• Once catering to a niche market, our client decided to introduce a wider range of offerings.
• They acquired an online magazine recently, which had to be integrated into their existing content strategy.

People

In partnership with Why Partner a Budapest based boutique product design agency.

Process

I led the month-long design strategy phase, and utilized a combination of qualitative and quantitative methods, with heavy emphasis on data analysis, to map the company's current customer base and their attitude towards the current website and towards the proposed changes.

1. Strategy
2. scoping
3. research planning
4. crunching CRM data (purchase history based segmentation)
5. contextual inquiries,
6. quantitative research (GA, surveys, behaviour-based segmentation, Customer Effort Score, perception-based segmentation) to back up insights with data,
7. qualitative followup (card sort, interviews, usability tests),
8. customer journey mapping,
9. establishing KPIs
10. Brand identity: brand strategy, look and feel, content marketing strategy
11. UX/UI: page flows, wireframes, UI designs, implementation support

Results

The cross-examination of CRM-, behavioural- and perception-based segmentation painted a picture of drastically different customer groups. To accommodate the needs of both our client ended up splitting up the website to a content-first magazine and to an e-commerce site.