Dabur International
Redesign of an E-commerce website to boost user engagement and sales.
Overview
The current state of the company's website reflects a dated and static online presence that, while once effective, now poses challenges in attracting and retaining new customers. The website's design, functionality, and overall user experience have become outpaced by evolving industry standards, leaving it less competitive in the dynamic digital landscape.
The goal is to redesign the company's website in order to meet the emerging user and business needs.
Team
2 Designers
2 Developers
1 Project Manager
Total: 5
My Role
User Research
Competitive Analysis
Prototyping
Visual Design
Creation & Curation of Design Systems
Tools Used
Adobe XD
Figjam
Adobe Photoshop
Adobe Illustrator
Miro
Timeline
3 months
(April 2023 - June 2023)
Understanding the Buyer's Experience
Thousands of users visit the Dabur platforms regularly to buy products that suit their individual needs. To enable a smooth purchase it is important for the sellers to provide an accessible and informative experience, allowing the users to make the right choice for themselves hassle-free, from the multiple options offered.
Research Goals
A comprehensive study was conducted in the form of user interviews and competitive analysis, to gain insights into the user's experience.
• Understand the purchase process of the users
• Discover the underlying issues that users face with the current website
• Comprehend the impact of the current website's features
• Analyse competitor websites to screen for design opportunities
• Identify user needs based on current trends and lifestyle
• Explore the benefits of the introduction of potential new features
Pain Points
One-on-one interviews were conducted with existing users in order to understand their experience with the Dabur website. Subsequently, the key pain points were derived as follows:
Competitive Analysis
A competitive analysis of leading brands selling similar products as Dabur was done in order to screen their online presence for design opportunities. The key takeaways are as follows:
Design Goals
After careful analysis of the data collected, a set of design goals were drawn out to cater to user needs.
Final Solution
After continuous iterations and stakeholder discussions, the design and development team worked together to produce the design solution. Keeping in mind the aim to modernize the parent website, a more visually appealing and seamless experience was targeted with the redesigned platform.
Several additional features with informational guidelines and visual content were also incorporated, to engage the users and build upon customer satisfaction and loyalty.
Impact
Takeaways
Feedback is important.
Information Architecture is key.
Throughout this project, I realized just how much of a difference it makes to check in with the users and any other stakeholders involved and get their feedback on decisions that go beyond the visual design. More often than not, the users might not take the route you imagined, and the solution is as simple as just asking them what they need.
Strategic information architecture for any web page, especially an e-commerce one, could be a critical milestone in ensuring a seamless user experience. No matter how visually appealing a website and it's displayed products might look, the ease with which a customer can find what they need and checkout has a huge impact.