LiftShop web app

LiftShop is an online store that started its activity in the field of clothing and accessories for men and women.

The main goal was to design a minimal and clean design for the e-commerce fashion platform.

One of the secrets to success in every project is that we learn from what has been done before so we don’t have to always invent everything from scratch.

so we take what’s already known, and we build or improve on that, and that’s how we constantly get better.

so here in this project, I didn’t want to invent the wheel but I wanted to take the wheel(existing concept) and make a better wheel(e-commerce ) for the target users.

in UX we don’t want to reinvent the methods, insights, or guidelines all the time but we want to improve them.

so this is critically important to understand what has been done before.

KPIs

It was essential to define KPIs for the project. I have to agree with a stakeholder about the important KPIs and make sure they are clear to everyone involved. I considered three important metrics to measure in the product:

Usability

I did a usability analysis to focus on how easy it is for users to accomplish tasks on the site.

Engagement

Engagement metrics help designers and stakeholders how much people interact with a site and how much attention they put into it or how much time they spend on a particular flow.
to do this I considered time metrics with other metrics, such as page views, scrolling for certain page ranges, or a flow of action.
Engagement is not easy to understand so to produce better results I combined it with user interviews.

Conversion

Conversion metrics are important for an e-commerce website. The conversion can refer to the number of sales made or to other indicators.

I wanted to identify trends and, most importantly, design new solutions so that the product is more attentive to the needs of its users.

To find out why the conversion rate of the site is low I performed usability tests with real users in the first phase, tried to observe how they use the site, and frequently I understood the structure of pages was very crowded and there is so many information about each product, so users have doubts about busing the specific products.

LiftShop Main Page

For the design of the landing pages, the main goal is to be optimized for conversion goals.

to achieve that I considered the following subjects as our best practices:

• The landing page should contain a clear call to actions
• Will be optimized for marketing campaigns
• The imagery should be attractive (image colors are so important)
• Content is written for specific audiences

In the final design (following picture) I edited and used very specific images with a customized color tone
and the call to action is very clear and minimal. and also the visual hierarchy for the call to action was contemplated.
as it is obvious in every call to action simply says “SHOP NOW”
and for the product for a specific gender, it says “SHOP WOMEN” or “SHOP MEN”

Liftshop Single Product Page

Liftshop Accessories Page

final usability test

I mainly focused on two main measures on my usability test.

1. success rate: to see how many users can complete the task?

2. time on task: how long do people take to complete a task?