Let's C\o/nnect!
Wondering how I can contribute to your business? We can have a chat about that.
Let's C\o/nnect!
Wondering how I can contribute to your business? We can have a chat about that.
THERESA RAJ JOSE
SUMMARY
Lazada eSIS Revamp project
BRAND
Sulwhasoo x Lazada
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
MY ROLE
UX Research
UX Design
UI Design
Design System
Project Management
PROCESS
Data research, Ideation, modular and scalable system, user flow and case scenarios, wireframes, UAT scenarios, pupblishing
Project objectives
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Luxury Brand Communication: Provide a premium experience with clean and bold IA and brand visuals. Assure authenticity with trust markers and communicating brand story
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Brand Consistency: Align brand identity with brand site and social channels using modular design strategy. Manage a global e-commerce brand synergy
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Conversion rate enhancement: Enhance shopping experience with easy navigation, fast product discovery and clear communication
Lazada platform understanding
Research Method
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Google Analytics research
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Lazada Seller Center Optimisation reseach
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User flow
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Competitive analysis
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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:
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Poor navigation and product discoverability from homepage landing.
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Design not optimised for device, same design system used for mobile and PC
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Overall information hierarchy is not set, KV’s convey unclear message, heavy on text and inconsistent CTA
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CTA does not stand out to guide users to take action
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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:
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Poor navigation and product discoverability within category page.
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Overall information hierarchy is not set, too many choices displayed at a time with poor organisation
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No cross sell options available which could lead to drop off
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Lack of value based filter to highlight offers available on
Product detail page:
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Poor navigation and product discoverability within category page.
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Overall information hierarchy is not set, too many choices displayed at a time with poor organisation
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No cross sell options available which could lead to drop off
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Lack of value based filter to highlight offers available on
Empathy map
Solution Design
Proposed IA:
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Global navigation accessible from all pages
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Common trust markers for credibility
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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
