Industrial ····· Beauty (e-commerce)
Published ······ 2018
Contributions ·· UX Strategy & UI LEAD
Task ··········· Revamp E-commerce website, CMS with online booking system and warehouse management system
Published ······ 2018
Contributions ·· UX Strategy & UI LEAD
Task ··········· Revamp E-commerce website, CMS with online booking system and warehouse management system
Minus Plus®
https://www.minusplus.hk/
Used both Quantitative and Qualitative data to define business problems, through stakeholder talks and data analysis in the company’s conversion funnels. Designed and validated workflows and interfaces through iterations. Collaborated with multiple business units to drive alignments.
Used both Quantitative and Qualitative data to define business problems, through stakeholder talks and data analysis in the company’s conversion funnels. Designed and validated workflows and interfaces through iterations. Collaborated with multiple business units to drive alignments.
Methods
User interviews, contextual inquiry, card sorting, Affinity mapping, User flow, Experience mapping, Prototyping, wireframes, Usability testing.
Understanding customers and stakeholders
In the research, female in age 25-40 are the target customers of Minus Plus group. Beside, I also concerns about other stakeholders’s needs during the research - marketing teams, beauty spa operators, beauty advisors.
I have to made sure that the design gives a good experience for customers and also a platform which is easy to manage by the operations team, streamlined ship out process for warehouse, capable of supporting marketing campaigns and supporting beauty spa stage to
have booking in the system.
I have to made sure that the design gives a good experience for customers and also a platform which is easy to manage by the operations team, streamlined ship out process for warehouse, capable of supporting marketing campaigns and supporting beauty spa stage to
have booking in the system.
Focus on adding value, not features
I hosted a workshop with different stakeholders: management team lead, marketing manager, customer service team to create this Affinity map to find out how to create the new seeking system to improve the browsing behaviour.
Site Architecture and Key User Flows
Developing the overall site architecture and the right taxonomy was a critical foundation to the key user flows
Wireframe
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User Interface Design
Traffic acquisition
Problem: High drop-offs rate in product listing page
Reason1: Loading speed
Reason1: Loading speed
How to make a better browsing experience
within 2 nteraction?
within 2 nteraction?
Solution: Hover Menu
Product details page - normal
Product details page - After click add to bag button, the checkout drawer will slide in.
Product details page - Special offer
After click “ADD TO BAG” button will auto scroll down to this session.
Cart icon will update but no side drawer.![]()
Cart icon will update but no side drawer.
A/B Testing
From the previous finding, our customers will directly get into the product details page from social media advertising, so I did a multivariate testing onetime page to increase the order amount.
As you can see from the click heat map result, the redesigned product page has reached the customer’s needs.
This session of the customer needs:
As you can see from the click heat map result, the redesigned product page has reached the customer’s needs.
This session of the customer needs:
- See the option with price
- Add to cart
Revise page content
Home page have very high traffic but at the same time, contain with quite a number of bounce rate, because the home page did not have hints to guider user to fo further. So I created seasonal tittle and sorted the product in home page to reduce the bounce rate.
Result
• Increased over 200% of transactions value, 28% items add to cart, 18% average order value after revamped the E-commerce Design.
• Saved over 30% time of warehouse daily process.
• Saved over 20% time of spa store operation. Eg: Create booking, edit booking, add treatment value.
• Saved over 30% time of warehouse daily process.
• Saved over 20% time of spa store operation. Eg: Create booking, edit booking, add treatment value.