Data-based e-commerce experience with app feeling
A major challenge for contemporary e-commerce solutions is to harmonise the goals of usability, modern design and shopping experience. The customer, JAKO-O, sat down with us to produce a data-based approach to the development of a new e-commerce portal.
We identified solutions using data. We analysed existing data and conducted user tests.
The whole team, including the customer, identified and shared fascinating findings and correlations that actively contributed to the development of the project.
Findings from the data inspired us to try out new ideas that may also thrill future customers.
The new uncomplicated design allows the brand to take centre stage and provides a perfect platform for the products. Absolute priority is given to the brand experience and shopping pleasure. The simple UX/UI design consciously guides customers around the shop and on to excellent conversion rates.
Miro, XD and Teams: Exploring new ways together
One special challenge was ensuring cooperation was equally effective, whether sitting together or in remote sites. Tools like Miro and Adobe XD offer whiteboards with unlimited zoom-in and extension functions, and provide an ideal means for collecting ideas, developing strategies, organising tasks and sharing with internal and external teams. Presentations and design prototypes merge for a seamless collaborative experience.
JAKO-O's colourful imagery and logo were placed in the best possible light by a conscious choice of dark and subtle colours. With very few exceptions, buttons and UX/UI elements were coloured black or dark blue. This produces an atmospheric contrast to the lively JAKO-O colour range, and allows attention to be focused completely on product content.
The distinctive design system and detailed style guide form the basis for implementating the digital e-commerce portal. This foundation is essential for the longer-term development of digital projects and serves as the “Single Source of Truth”.
Comments, ratings, shopping lists, magazine articles, social media integrations and the personal JAKO-O profile have made it very easy to share and gather information.
Every iterative step was carefully tested and rated by over 60 testers. The entire feedback entered a correction loop. A broad portfolio of test methods was used: Heatmaps, conventional usability tests, acceptance tests and tree tests.
The goal of the whole shopping experience is to guide customers to the shopping basket and then the checkout. Our simplification of this workflow is based on the results of various studies and specific user tests. The valuable findings flowed straight into the design process to encourage enhanced conversion.