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Evolving to an ecommerce platform

Agency
  • -99 Design Studio
Client
  • Uni Baby
Project
  • Purest Way of Infant Care

Introduction

Uni Baby is a Turkish brand that offers chemical free infant care and mother care products. They have an informative website and want to evolve it to an e-commerce platform.

My role in this project was to perform necessary analysis and based on the outcomes, design both mobile and desktop experiences.

Skillset

Analytics & Hotjar Takeaways​

  • For this project, we used Hotjar and Google Analytics as our research tools. Google Analytics give us informations about users demographics, their behaviors, most visited pages, most used devices, sources of traffic etc. By using Hotjar, we collect heat maps of the important pages, create funnels to discover user flows and watch recordings of users to reveal trouble points.
The amount of mobile users surpass the amount of desktop & tablet users by significant numbers. Hence we adopted a mobile first approach in this project.
10% of all visitors are returning users. We can increase this percentage by personalizing the experience, increasing interaction points and making sure users find what they are looking for.
More than half of the users don't scroll down the page to discover the rest of the page. We have to use the viewport effective and initiate the scroll action.

Survey & Poll Outcomes​

  • We also conducted 1 survey and 3 polls via Hotjar to get feedbacks from users about what they like, dislike in the website and what should be improved.​
Infant and mother care content is what users are interested at most. We should focus on these areas, enrich the content and make it easy for the user to find relevant information.
Almost 80% of the users indicated that they wanted to buy products directly from unibaby.com.tr instead of being directed to another page.
In product detail page, mothers first look for product info. Secondly, they want to see other users reviews about products. This will be our guidline for content hierarchy.
Infant and mother care content is what users are interested the most. We should focus on these areas, enrich the content and make it easy for the user to find relevant information.
Almost 80% of the users indicated that they wanted to buy products directly from unibaby.com.tr instead of being directed to another page.
In product detail page, mothers first look for product info. Secondly, they want to see other users reviews about products. This will be our guidline for content hierarchy.

Survey & Poll Outcomes​

  • We also conducted 1 survey and 3 polls via Hotjar to get feedbacks from users about what they like, dislike in the website and what should be improved.​

Competitive Analysis

According to Jakob's Law, users spend most of their time on other sites. Analyzing your competitors will help you to learn your users preferences. On the other hand, you see what is out there in the market and put on some new functions to differentiate your product. Our outcomes from competitive analysis are written below.

There are different types of tools on most of the websites that creates interaction. For example, there are tools like birthday calculator, baby names dictionary, birthday bag checklist etc. Beside, rich content types like game suggestions for babies, videos and lullabys creates reasons to revisit the website.

Even if it is an e-commerce website, content sections are always in front of users eyes or takes greater space in the page. To personalize the experience, contents are grouped in periods for babies and mothers.

Wireframes & Prototypes

After all the research and analysis, it is time to apply our knowledge and design some wireframes.

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Challenge

I faced the biggest challenge on the product details page. All of the outcomes from analysis shows us that the product information should be at the front, although it is an ecommerce platform.

In addition, our client wants to sell some of their products with subscription method. We have to show all commercial elements like bundle products, different types of prices, value propositions and offers on the page

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Conclusion

Uni Baby ecommerce website went online successfully after user Interface design, development and testing steps are applied in about 3-4 months.

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