E-commerce platform
Shopback Homepage
ShopBack is a cashback reward program available across the Far East and Australia. It allows online shoppers to receive a small percentage of their purchases on the platform, paid for through affiliate programs by the merchant. The platform also provides coupons, voucher codes, and comparison features.
SCOPE
Experience design on web
ROLE
UX strategy
UI design
Before embarking on the process to revamp Shopback's website to better optimize traffic for new customers, it was important to define what success looks like. I sat down with my CTO and we worked out what are the key metrics for success.
I did a quick heuristic evaluation of the current webpage and identified some of the key areas that could be a pain point for any new user. Obviously, there were lots of areas to improve. However, it is imperative that we start with the most impactful change. In addition, I had to assume the Product Owner's role as I also have to work out what changes were feasible and cost-effective to implement. To find out more, I went around the company talking to all the stakeholders involved in this project.
Based on what I have gathered, there were several key areas that require immediate attention. Content plays a huge role in helping users navigate and understand us better. There are also other challenges like website UI and ux pain points on the webpage.
I did a landscape analysis with several e-commerce sites globally that offer a similar product to Shopback. The comparison of web experience leads to several important discoveries and offers many compelling reasons to improve the existing web experience on Shopback's main webpage.
As you can imagine, some of the layers of the architecture are so deep and almost unreachable for most users. There is also a huge amount of content on the first layer that renders the experience relatively complex.
So, what is it that our users really want? What have we not been providing for them? I mapped out several possible scenarios and validated these hypotheses with my team.
I did a lo-fi wire-frame for rapid prototype testing with the team and friends. I realized one of the best strategies is to have a dynamic interface that caters to new and existing users. This approach will allow our users to see content that is personalized and relevant to them.
Landing page for first time users on desktop
Landing page for first time users on mobile
Landing page for first time users on mobile
Landing page for first time users on mobile
Landing page for first time users on mobile
Did another round of testing to gather feedback from all the stakeholders involved in this project.
This entire rapid discovery was done in a matter of 2 sprints (4 weeks) and the result was a cleaner, fresher UI with better navigation on a responsive platform. My role at that time was a strategic design lead where I was tasked to evaluate and work out a plan for this change. The proposal was then placed on the table to discuss if the team would like to go ahead with the revamp of the site. After much discussion, the decision to move ahead with the change was placed on hold as the cost of implementation would make sense to drive new features for engagement on the Shopback app instead. Nonetheless, this was a great experience for me working alongside the seniors in Shopback team.