GREEN CHEEKY MONKEY
Discover green and happy
eco-friendly online shopping experience​
THE PROBLEM
Online purchasing process tends to be a fairly involving task where users/people experience significant frustration and drop-off due to complex navigation, Insufficient product information, complicated checkout system, resulting in high abandonment rates and low conversion rates.
The client, an organic baby and toddler clothing brand, sought to create an accessible identity and an online experience that is simple and intuitive.
KEY GOAL
Design a user-friendly platform rooted in a deep understanding of user needs, ensuring a seamless and engaging shopping experience.
KEY METHODS
UX Research and Analysis
UX Design
Brand Strategy and Design
MY ROLE
Branding, Product and UX/UI Designer
RESPONSBILITIES
Brand Strategy, Development and Design
Digital and UX &UI / Website design
Apparel Product Design
Collateral Brand Identity
"Simplicity is about subtracting the obvious and adding the meaningful." John Maeda
Creating an intuitive, user-centred designs that prioritise clarity, usability, and a seamless user experience requires a team collaboration. I collaborated with developers and a marketing specialist to align user expectations with business objectives.
UNDERSTANDING THE USER
Putting users (people) first is the foundation of an improved online shopping experience
WHO ARE MY USERS ?
The users include parents, caregivers, family members, gift givers, expecting parents, and ethical consumers. They vary in tech-savviness, from those who easily navigate websites and enjoy innovative features to older users who may need additional accessibility options.
WHAT ARE THE THEY TRYING TO DO?
Users are seeking safe, comfortable, and sustainable clothing options for their children or family members. Key priorities include easy access to clear product information, intuitive navigation, and a seamless shopping experience that aligns with their values of health and sustainability.
HOW?
Customers achieve these goals by searching for reviews, browse a range of product options, select items based on preferences like size and style, review product details for transparency and suitability, add chosen items to their cart, and benefit from the convenience of doorstep delivery.
/ Understanding
the users
"Users don’t care about design; they care about their problems being solved."
BREAKING DOWN THE PROCESS
Embarking on the user journey /
Mapping the steps to purchasing organic baby clothing Online
Mapping out the booking journey
homepage > search > select > review & checkout
search product > view options > select product colour/size/quantity >
review and confirm order > select payment > receive confirmation
Leveraging user research and established design best practices, I implemented a user-centred information architecture (IA) that prioritises discoverability, minimises cognitive load, and optimises task completion efficiency.​
USER'S KEY PROBLEMS:
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Complex search filtering and navigations
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Unclear product information and visualisation.
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Long and complex checkout process
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Limited payment options and payment security concerns.
87% of shoppers abandoning their carts due to complicated checkout process
1
Complex search filtering and navigations
2
Unclear product information and visualisation
3
Long and complex checkout process
4
Limited payment options and security concerns
Reshaping functionality, flows and navigations
​​My focus seamlessly transitioned between broader design aspects—like macro functionality, user flow, and navigation—and intricate micro elements that support and enhance these features. This approach ensured an clear and effective user experience .​
Design solutions
Design > test > iterate
To make the initial interaction inviting and easy to navigate, I implemented a minimalist, clean design with a clear visual hierarchy. This included a prominent search bar with clear labels and easy access to key features. Using content as navigation helped improve initial engagement, bringing users a step closer to purchase completion.​​​​​
1
Simplify search filtering and navigations
Improve discovery and heirchy /
optimise navigations to improve flow​​​​​​
System flexibility
​> Consistent visibility of main navigations​
​> Shop / main navigations ​
> Shop / content as navigations
​> Shop / categories + CTA buttons
Allowing system flexibility and quick response > improving task speed and fluency > keeping the user engaged and positive
Simplify Search filters
Search flexibility helps to improve task speed and fluency
2
Clear product information and visualisation
Clarity and heirchy /
Systemising information Visbility
Improve discovery and task flow >
enhancing user's confidence> leads to trust and a positive user experience.
Supporting icons and clear photography improves fluency and encourage trust
3
Simplifying
checkout process
Simplify layout and priorisitng essential content /
Minimalist design and displaying essential content. ​​
Allowing visibility of cart summary
User-friendly payment interface /
Instant payment method reduces the need for extra forms filling > user is once step closer to task completion and purchase.
Simplify forms / payment + details
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breaking forms into manageable sections helps the user to complete the task quickly.
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Auto-fill and predictive text helps to speed up form completion.
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Improve error handling
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Ensure consistency: input field designs and formats throughout the form.
4
Multiple payment options and improving payment security
Payment methods flexibility
Introduce a variety of payment options such as credit/debit cards, Apple Pay, Google Pay, and other popular digital wallets.
Optimising payment security increases user's trust
Integrate secure payment gateways
Implement two-factor authentication
Transparent security policies
Simplifying forms /
Gift Card page + contact page
SOME KEY LEARNINGS…
Enhancing payment security increases user's trust
Users seek security in e-commerce to protect their personal and financial information from fraud,
Consistent quality experience improves conversion rates
A consistent level of quality and service, reduces abandonment rates, and leading to higher satisfaction and conversion rates
LESSONS LEARNED
Understanding diverse user Journeys
Not all users navigate the purchase process in the same way. Different users have different needs and behaviours that impact their interaction with the website. Designing for this diversity requires understanding and accommodating various user journeys to ensure an inclusive and effective user experience.
Considerations
Incorporating AI in e-commerce website
Incorporating artificial intelligence into the design strategy can boost merchants' income by 25%. AI provides personalised product recommendations, tailored offers, and improved support for customers. An e-commerce website can achieve improved marketing ROI, increased revenue, reduced cart abandonment rates, and heightened customer satisfaction.