the company and project:
• For Kühl.com - a Utah outdoor apparel company featuring technical fabrics and fit, as a part of the eCommerce B-C redesign, there is also the opportunity to improve the UX for a customer's path to purchase.
• Beyond a design update, the goal was to build a Business to Consumer website that helps customers explore product, buy with confidence, with a streamlined path to purchase on web or mobile browsers.
Why:
For the Customer:
Improving the online buying experience helps the customer have a positive brand experience when purchasing online, reduces friction, questions, doubt, and makes it easier to buy with confidence.
Improving the online buying experience helps the customer have a positive brand experience when purchasing online, reduces friction, questions, doubt, and makes it easier to buy with confidence.
For the business:
• Ecommerce friction leads to frustrated customers, abandoned carts, expensive returns, and calls to customer service.
• Customers that buy from the company directly is more profitable with better margins.
• Ecommerce friction leads to frustrated customers, abandoned carts, expensive returns, and calls to customer service.
• Customers that buy from the company directly is more profitable with better margins.
My role - How:
1• Identified the friction, step by step on the path to purchase. There are many design patterns that have become standard for large ecommerce sites, and for a smaller-brand, they needed to follow some design patterns on a path to purchase to compete on the same level, thinking thru the customer's step-by-step online experience.
2- Improve checkout process for desktop and mobile, including cart view, shipping calculator, and checkout process.
2- Improve checkout process for desktop and mobile, including cart view, shipping calculator, and checkout process.
3• Update user profile pages, to personalize: save multiple addresses, and custom size preferences.
4• Adding order history management to show purchase history, for easier tracking, reordering, and returns.
1- Shopping Cart improvements:
Header Dropdown Preview and Cart Page, with Shipping Cart Calculator
2- Checkout Process improvements:
3- User Management Enhancements:
Adding a customer profile, supporting multiple shipping addresses, and order history
