Intro
WallaShops is an eCommerce website helping Israeli customers to purchase products from local and global suppliers. Its mission is to create A safe and transparent market for customers. I worked on the UX design of their desktop & mobile site.
Platform: Desktop, Mobile
My role: User experience design
Employer: Create
Year: 2020
Problem
The site hasn't been updated in 20 years, so the experience and design look outdated and lower the sense of trust and security.
The solution
Website redesign targeted at key values of the brand - trust, security, customer service, and experience.
Project KPI
Increase website conversion rates.
User research
In the study, I conducted an extensive survey among existing customers to understand their profiles and issues. Furthermore, I conducted usability testing on existing web pages and conducted interviews with users and stakeholders.
The website had several user experience issues, including unclear navigation, insufficient product details, cluttering, as well as bad typography.
The ages of the customers are wide-ranging. Customers older than 50-60 still buy from it regularly due to the site's age in the Israeli market. One of the project's goals was to increase the target audience and sales by making the site accessible to young customers.
Customers sometimes come to the site with a specific purpose or product in mind, while others discover products throughout the site. All types of users needed to be catered to on the site.
To keep customers informed about the wide range of products sold on the site, one of the conclusions was to overflow the menu with categories.
Market research
Baymard Research, a company that studies international eCommerce sites, provided me with a comprehensive study of overseas eCommerce sites. It helped us to draw conclusions based on multiple studies and experiments.
In addition, we researched hundreds of eCommerce sites from around the world and learned their working methods.
