B2C App HomePage Redesign
Our redesigned eCommerce app has increased engagement by 48%. With a sleek and intuitive interface, enhanced features, and seamless navigation, it redefines convenience and customer satisfaction. Get ready to embark on a transformative journey that combines style, functionality, and an unparalleled user experience.
Role
UI/UX Designer
Contributions
UI/UX Design
UXR
Project
EC App
2 Month
Team
Researcher
Project Manager
Dev Team
Goal
PChome 24h aims to expand new business opportunities, including targeting younger users, capturing opportunities among female consumers, and increasing sales in various product categories. It requires the formulation of specific development strategies to establish PChome's image as trustworthy and reliable, creating a distinct advantage over competitors.
Achievement
+47
%
Engage time
+23
%
Browsing Depth
+17
%
Conversion Rate
+56
%
26-35yrs New Users
By improving these metrics, the new homepage redesign can help to increase website traffic, boost sales, and improve the overall user experience. Gather more and more young users.
About this App
PChome24h is a major Taiwanese e-commerce platform known for its fast delivery options. It offer over 5 million products, with over 2 million in stock for immediate delivery. And boast 24-hour delivery throughout Taiwan and even offer 6-hour delivery in Taipei City.
Main Users
User Interview
Research Purpose
Comparing the user experience of other competing e-commerce platforms, understanding the strengths and weaknesses of PChome's competition.
Exploring the usage experience, processes, and pain points of PChome 24h's target audience as references for the platform's redesign direction.
Balance Different Needs
After receiving profound insights, next crucial things is finding harmony between user needs and marketing demands. Users seek seamless experiences, personalized interactions. They crave convenience and meaningful engagements throughout their customer journey. On the other hand, marketing needs revolve around driving brand awareness. Marketers strive to capture attention, deliver persuasive messages to achieve business objectives.
Balancing user needs and marketing demands is critical for success.By aligning user-centric approaches with effective marketing strategies, we helped to create a win-win scenario, where businesses can achieve both user satisfaction and marketing objectives.
Capture the Insight
Based on user interviews, the redesign aims to create a delightful and enjoyable consumer experience. This involves starting from app experience and ensuring it is intuitive, seamless, and user-friendly. It will feature visual guidance for easy navigation and personalized content to enhance user engagement.
Targeting younger preferences and capturing impulse buys with related product recommendations.
Visual guidance and personalized information presentation
Wireframe & Prototype
After figure out both need, also we considered the key to successful engagement nowadays is to combine breadth and depth in a way that makes sense, and in a manner consistent with the overall goal of the strategy. Here are some specific ways I put effort on:
Components for depth strategy
Creating imaginative scenarios with contextualized banners.
Components for breadth strategy
Showcasing diverse products to increase exposure rate.
Testing & Finding
Because we were making a e-commerce app, it would be better to full of ad like accurate situation, so I delivered a hi-fi prototype to test usability. Here are some major finding
User have to expand card if they want to check related product. It moves away next topic sale, it going to cause problem if the sale includes excessive products.
Tab & pagination show at the same time may confuse our user. They won’t know if they are browsing the products in category or they are moving up to next category.
Payment advertisement display in long scroll area better than page turning action.
Upon discovering the issues, I refined the design to address and rectify the identified problems.
Project learnings & Next steps
Embarking on this awesome journey to enhance app homepages. By combining collaborative efforts, data-driven decisions, and user-centric design principles, our team achieved a successful outcome that catered to both stakeholders and users, ultimately enhancing the app's performance and fostering a positive brand image. The project's post-launch insights will continue to guide future design endeavors, ensuring ongoing optimization and continuous improvement for the app's success.
After the redesign, There are still several actions can be taken to further enhance the app's performance and user experience:
User Feedback Collection: Continue to gather user feedback and conduct usability tests to gain insights into user satisfaction and identify areas for further improvement.
Social Proof: Highlight user reviews, ratings, and testimonials to build trust and credibility, influencing potential customers' purchase decisions.
Gamification Elements: Introduce gamification elements to enhance user engagement and loyalty through rewards, badges, and challenges.