How to make the shopping experience faster and friendlier
Background
AliExpress is a popular online shopping website that offers a wide variety of products at competitive prices.
The site operates on a Business-to-Consumer (B2C) model, allowing individual consumers to purchase products directly from sellers. It has gained immense popularity due to its extensive product selection, competitive prices, and the convenience of international shipping. AliExpress is known for its wide range of products, competitive prices, and generally unfriendly user interface.
Problem
The user experience is unfriendly, confusing, and lacks a shopping experience
The user experience is not optimal due to inconsistent navigation, crowded layout, and a lack of clear visual hierarchy, resulting in difficulties in user experience and overall usability.
1.Inconsistent navigation with multiple menus and submenus challenges users to find what they are looking for.
2.The overloaded homepage makes it difficult to focus on specific products or categories.
3.Product pages contain poorly organized information, making it challenging to find important details.
4.The long payment process leads to frustration and potential cart abandonment.
5.Users struggle to navigate and identify important information due to the lack of a clear and consistent visual hierarchy in design elements
Purpose
Optimizing navigation
"To enhance the overall user experience, improvements can be made by optimizing navigation, simplifying the layout, and creating an engaging interface with a user-friendly design."
Categories divided by subjects
Improving the ability to find products through well-organized categories, allowing users to efficiently locate relevant products
Redesigning the interface
To establish a clear visual hierarchy and consistent design elements, such as typography and color schemes, to ensure a cohesive and intuitive interface that guides users on the site smoothly.
Research
Market analysis
I started my research by examining competing companies, exploring websites in similar domains, and identifying their weaknesses as a foundation for improvement.
User research
I have interviewed individuals who have gone through the process of purchasing products on AliExpress and also with competing companies. Additionally, I explored and inquired about pain points and frustrations
Persona
User journey map
What does Hila want?
complete the purchase process on the website In the fastest, simplest and easiest way.
Doing
Thinking
feels
conclusions
Design System
Clean and subtle visual design minimizes distractions, allowing users to focus on the most important aspects
icons
I opted for a clean line of icons due to the visual load on the site from numerous images, aiming to maintain a clean line without adding further load.
font
Poppins
Popins is known for its clean, modern, and versatile design. It includes rounded letterforms and a balanced appearance that can convey a sense of professionalism, clarity, and contemporary aesthetics.
Color Palette
Brand colors Red and Mustard.
Brand colors Red and Mustard. Black conveys elegance, sophistication, and professionalism
Research findings reveal user challenges
Pain points categorized into three main groups:
03 Cart abandonment
Payment process convoluted, requires excessive information input, leading to frustration and potential cart abandonment
02 Navigation
Complex navigation structures with multiple menus and submenus hinder users ability to find desired products
visual design 01
Site lacks clear brand identity, inconsistent visual design, and a missing visual hierarchy hinders user navigation and prioritization of information
Solution 01
01
/01
Hot product sliders rotate to boost sales
Solution 02
02
/02
Categories organized by topics
02
/02
Subcategories with images for user focus on the desired product
03
/02
Product page filter provides numerous benefits, improving user experience."
04
/02
Clean and concise product page.
02
/02
Add to cart with the option to continue to payment or view the cart
Solution 03
01
/03
User friendly and convenient payment process.
