Lazada eSIS Revamp project

BRAND

Sulwhasoo x Lazada

MY ROLE

UX Research

UX Design

UI Design

Design System

Project Management

SUMMARY

Sulwhasoo being a luxury cosmetic brand was launched on Lazada to cater to a wider user base. They wanted to appeal to the younger affluent clientele and maintain credibility and value. They wanted to setup a scalable design system that can be adaptable to various regions and still maintain a standard user experience

PROCESS

Data research, Ideation, modular and scalable system, user flow and case scenarios, wireframes, UAT scenarios, pupblishing

Project objectives

  • Luxury Brand Communication: Provide a premium experience with clean and bold IA and brand visuals. Assure authenticity with trust markers and communicating brand story 

  • Brand Consistency: Align brand identity  with brand site and social channels using modular design strategy. Manage a global e-commerce brand synergy

  • Conversion rate enhancement: Enhance shopping experience with easy navigation, fast product discovery and clear communication

Lazada platform understanding

Research Method

  • Google Analytics research

  • Lazada Seller Center Optimisation reseach

  • User flow

  • Competitive analysis

  • Best practices analysis

Optimising user experience at every stage of the purchase journey determines easy and effective conversions. From preliminary analysis, strategically identified areas that could be improved. 

The project scope was defined to partial reorganise and redesign of Entry (Search Landing Page), Homepage, Category Page (PCP) and Product Detail Page (PDP)

IA Analysis

Poor navigation with liner user flow

Page structures vary from home to category to PDP 

ineffective prioritisation of information and CTA

Heuristic evaluation

Homepage:

  • Poor navigation and product discoverability from homepage landing.

  • Design not optimised for device, same design system used for mobile and PC

  • Overall information hierarchy is not set, KV’s convey unclear message, heavy on text and inconsistent CTA

  • CTA does not stand out to guide users to take action

  • Navigation links placed at the bottom of the page which contributes to only less than 20% of views as maximum user views happen above the fold

Category page:

  • Poor navigation and product discoverability within category page.

  • Overall information hierarchy is not set, too many choices displayed at a time with poor organisation

  • No cross sell options available which could lead to drop off

  • Lack of value based filter to highlight offers available on 

Product detail page:

  • Poor navigation and product discoverability within category page.

  • Overall information hierarchy is not set, too many choices displayed at a time with poor organisation

  • No cross sell options available which could lead to drop off

  • Lack of value based filter to highlight offers available on 

Empathy map

Solution Design

Proposed IA:

  • Global navigation accessible from all pages

  • Common trust markers for credibility

  • More cross sell links to keep users within website

Homepage

Category page

Product long description

Modular structure for scalability and easy manipulation across different regions while maintaining consistency

Feature developed

GLOBAL NAVIGATION

To include global navigation thumbnails at evert stage of the user journey

BANNER DESIGNS

Consistent banner designs with key information with title and sub title and clear CTA

BESTSELLERS

Display high performance products for better conversions

CONVERSION LINKS

Generate more conversion links from homepage

TRUST MARKERS

Consistent brand messaging and authenticity markers throughout experience

Learnings

OUTCOMES

The proposed solutions are aimed to promote consistency in overall platform experience, provide easy navigation resulting in retention and clear information delivery for effective conversions 

Proposed brand guides helped to create consistent brand messaging across all regions 

SEO based content optimisation