b2b e-COMMERCE PLATFORM
Improve product findability for cabinet vendors
Role
UX Designer
Team
10 Developers & PM
Timeline
Feb 2022 - Aug 2022
Context
In 2021, Noviland launched a B2B platform to offset COVID-19’s impact on offline sales. After four months of low online orders, I was brought in to lead a redesign focused on boosting sales and improving the user experience.
IMPACT
My contribution
Led user research and usability testing to uncover key pain points, then translated insights into improved filter designs with wireframes and prototypes. Collaborated closely with the founder, PM, and developers to align business goals with user needs.
PROBLEM
According to the Google Analytics 4, I found out:
of users visited category pages but didn't proceed to check out.
of users leaves the site after scrolling category page just a little.
of users didn't reach product page.
USER INTERVIEWS
I led user interviews with 10 participants (5 current users and 5 potential users) to understand their shopping habits, and found out they struggle to quickly find the cabinets they need.
💡
Clarity
80% Users are confused due to navigation poor visual hierarchy & direction.
📌
Goals
85% Users want more filter categories and better filter accuracy.
Challenge
How might we help users quickly find what they're looking for?
brainstorm process
I aim to shorten the product search journey and improve accuracy by restructuring the navigation and implementing more precise filters.
USABILITY TESTING & ITERATIONS
Two rounds of usability testing were conducted with six regular users. The filters and navigation went through two iterations based on their feedback.
original design
Problem: Overwhelming information density and unclear hierarchy & relationships.
1ST ITERATION
*Replace nested menus with tabs showing higher-level categories.
Final design
*Remove unnecessary options to focus on shopping-relevant categories, improving scannability and reducing distractions.
original design
Problem: Functional but cluttered, requiring users to click ‘Apply’ for each filter selection.
1st iteration
*Cleaner designs enable faster filtering but lack an immediate overview—users must click into each filter to view available options, requiring extra effort to understand what’s available.
Final design
*Place the primary filter horizontally to capture user attention for high-level filtering, while displaying the remaining filters vertically to enhance scanability and filtering accuracy.
Final Design
Previous
Redesign
Previous
Redesign
Takeaways
In the real world, design decisions are often driven by the need to achieve business goals. It’s essential to ensure that designs align with these goals.
Foster collaboration and clear communication across cross-functional teams to better understand constraints from diverse perspectives.