SUKHADIYA'S E-COMMERCE WEBSITE
Sukhadia Foods is a seventh-generations New Jersey-based business that produces and sells premium Indian sweets and snacks. Since Sukhadia had multiple businesses, there was a need to build an umbrella platform that provided an engaging Omni-channel shopping experience.
PROJECT BRIEF
The new site has built-in order to address major drawbacks that current sites have. The goal was to create a site that is intuitive, easy to navigate, robust, and scalable. Special attention was placed to optimize the checkout experience by taking into account the strengths and limitations of different devices. The aim was to minimize the number of steps, clicks, and typing, and improve the findability of a product.
BUSINESS GOAL
The site should have simple navigation and a seamless shopping experience for the customers.
UNDERSTANDING THE TARGET AUDIENCE
Organizations and their employees.
DESIGN CHALLENGE
User Goal
Customers can easily find the product and its details, add and remove products in the cart, select delivery date, and shipping method or pick-up location at the checkout, and complete the order.
User Research
As a part of the in-house UX design team, we did detail empathy research to understand users and user needs. We asked users to buy X and Y products from the website and complete the order. We observed them and record their actions of how they complete their order. We came up with the below pain points:
Users find it difficult to locate the product as there was no clear navigation or category.
The check-out page was complicated and users were facing problems checking out and placing orders.
There was no estimated shipping time available on the earlier website so the customer has called the office.
There was no option for selecting a future date previously.
Multiple address shipping was not available and the customer has to call or email.
Mix items perishable and non-perishable items have problems while checking out and the user either exit the website.
Checkout as the guest option was not there. Users have to create an account before.
CARD SORTING
Card Sorting helped us understand our users' expectations and also how to build the structure for our website, decide what to put on the homepage, and label categories and navigation.
USER FLOW
In order to determine the Information Architect of the new website, the card sorting technique was used to determine product categories.
MEET THE PERSONA
I participated in developing a persona of Jack based on user research which incorporated the needs, goals, and observed behavior patterns of the target audience/users.
STORYBOARD CREATION
Jack is a business professional and owner of an IT company. He is 30 years old and lives in Tampa, Florida. He likes to shop online. During Diwali time he decides to send a sweets box as a gift to his office staff. He performs a quick internet search on his computer to see who sells online Indian sweets and finds Sukhadia's website. He clicks online shopping, finds the products (gifts) easily and checks out as a guest, and completes the order successfully.
DESIGNING WIREFRAMES AND MOCKUPS
I have participated in designing wireframes and UI mock-ups based on users’ needs and business requirements to improve performance and simplify complex user flow by using Sketch and Adobe Photoshop.
