Rakuten e-Commerce Redesign
I wanted to improve the shopping experience for users which would in turn increase conversions for the business by focusing on a few key elements.
From the user interviews I discovered the following:
The primary pain point was the confusing and often ill-fated search process, where shoppers would regularly find dead links or be directed to external sites unwittingly. This prevented users from making purchases.
"There is so much going on… it's not clear OR pleasant."
"You really have to spend time with it to figure out what's happening here."
Users complained that in the original interface they weren't able to figure out what to do or where to do it. This frustration caused 75% of test users to give up before reaching the shopping cart.
UI design and prototyping