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Project Overview
Showcase is a mobile application e-commerce shoe app where users can browse and purchase shoes from various brands which that aims to provide a seamless
shopping experience for customers who are interested in purchasing shoes online.
The app features a wide range of shoe categories, including sports shoes, casual shoes, and formal shoes, catering to the needs of all kinds of customers. The app was designed to provide a user-friendly interface, a secure payment gateway, and timely delivery of products.
Responsibility
UX Researcher,
Information Architect,
Interaction Design,
Prototyping,
Visual Design
Project Duration
8 Weeks
Tools
Figma, Miro, Mural
Responsive Web Design, Google Analytics, Heatmaps, Conversion Analysis, Google Workspace
Problem Statement
Online shoe shoppers often struggle to quickly find the right products, compare options, and complete purchases with confidence. This friction is often caused by unclear navigation, an overwhelming number of product choices, and poorly structured product information that makes it difficult for users to evaluate items effectively.
As a result, the shopping experience fails to guide users smoothly from product discovery to checkout, creating confusion, increasing decision fatigue, and potentially leading to cart abandonment.
Driving Sales and Conversion
A key challenge was designing an experience that encourages users to move smoothly from product discovery to purchase. The application needed to effectively highlight new collections, seasonal promotions, and special offers while minimizing friction in the checkout process. Creating a clear product presentation and a streamlined purchase flow was essential to increasing conversions and overall revenue.
Enhancing the Customer Experience
Another challenge was ensuring that users could easily browse, search, and evaluate products without feeling overwhelmed. With a large product catalog, the design needed to support intuitive navigation, effective filtering and sorting options, and well-structured product information to help users quickly find shoes that match their style, size, and preferences
Improving Customer Retention
Beyond the initial purchase, the experience needed to encourage repeat engagement. This involved designing features that support long-term relationships with customers, such as personalized recommendations, tailored promotions, loyalty rewards, and accessible customer support, helping users feel valued and more likely to return.
Challenges
Competitive Analysis
The first step for an e-commerce shoe app was to make an examination and evaluation of the competing apps in the same market.
The goal of this analysis is to identify the strengths and weaknesses of each competitor, as well as opportunities and threats they pose to the success of the e-commerce shoe app.
The Brands involved are: Nike, Adidas, Footlocker and New balance.
User Research
The second step in the design process was to conduct market research and gather data on the target audience’s preferences, behaviour, and needs. The research was conducted through surveys.I decided to perform the user survey to gain quantitative data on how users use e-commerce stores to make purchases and the struggles many share. 5 users who are between the age bracket of 18–25 participated in my user survey.
Survey Results
Here are some of the results from the survey.
Survey Findings
Usage
Almost 80% of the respondents reported that they use a shoe e-commerce app to buy shoes. Among those, 20% said that they use these apps frequently, while 20% reported using them occasionally.
The remaining 60% said that they have used a shoe e-commerce app in the past, but they don't use them anymore.
Factors Influence
The most important factor for users in choosing a shoe e-commerce app was the availability of discounts and offers. Around 80% of respondents reported that they prefer an app that offers good discounts and deals. Other important factors included a wide range of shoe options, user-friendly interface, and fast delivery.
Preferred Payment Methods
Regarding payment methods, 60% of respondents reported that they preferred using credit/debit cards. Around 40% opted for cash/Transfer on delivery, while only 0% preferred paying through digital wallets like Chipper or PayDay.
User Personas
Creating a persona is a way to imagine who the users I would be designing for. Listing the goals & needs, motivation, and fear & frustrations, someone with a shared characteristics of my interviewees. Developing this persona also helped in the design process.
User Empathy Map
The empathy map was a visualisation tool that helped me gain a better understanding of customers’ needs, behaviours, and motivations.
See
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He sees the home page of the app, which features different types of shoes, popular styles, and current promotions.
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He sees the product pages for each shoe, which includes images, pricing, sizes, and colours.
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He sees reviews and ratings from other customers.
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He user sees a shopping cart and checkout page.
Thinks
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He is excited to browse the app and see the latest shoe styles.
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He may feel overwhelmed by the number of choices available.
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He may feel hesitant to make a purchase, especially if they're unsure about the sizing or quality of the product.
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He may feel satisfied and confident in their purchase after reading positive reviews from other customers.
Goals
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He wants to find a comfortable and stylish pair of shoes that fit their budget.
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He wants to save time and effort by shopping online instead of going to a physical store.
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He wants to make an informed purchase based on accurate product information and reviews.
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He wants to have a positive shopping experience and feel good about their purchase.
Value
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He values comfort, style, and affordability in their shoes.
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He may be environmentally conscious and prefer brands that use sustainable materials or production methods.
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He may be interested in supporting small or local businesses instead of large corporations.
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He may value convenience and accessibility in their shopping experience.
SWOT Analysis
A SWOT analysis was used to find out the internal and external factors that make a company successful or not. In other words, it’s was used to analyze in detail how your online shop is doing so as to design a long-term strategy.
User Flow
Information Architecture
The goal is to create a user-friendly and intuitive interface that allows users to find and purchase shoes quickly and easily, with the structural design of organizing and labeling digital content to support ease of use, navigation, and retrieval of information.
Low-Fidelity Wireframes
I started by creating wireframes to visualise the app's layout and user interface. These wireframes were then used to create high-fidelity prototypes that demonstrated the app's functionality and design.
High-fidelity Design
The next step was to design the HI-FI designs with referees to the wireframes of the app’s layout and functionality. The wireframes will outline the user flow, the various screens and features of the app, and how they all fit together.
Let the writing speak for itself. Keep a consistent tone and voice throughout the website to stay true to the brand image and give visitors a taste of the company’s values and personality.
Onboarding screens
The onboarding screens typically appears when a user launches the app for the first time or when they create a new account. The purpose of the onboarding screen is to guide users through the essential features of the app and help them get started with using the app.
Home Screen
The Home Screen of the app is a critical part of the app's user interface. Its function is to provide a welcoming and visually appealing interface for users to navigate the app and explore available shoe products.
Product Detail Screen
A product detail screen is an essential part of an e-commerce shoe app. It provides users with detailed information about a specific product and allows them to make informed purchasing decisions.
Cart Screen
The main goal is to provide a clear and intuitive way for users to manage their orders and complete their purchases.
Checkout screens
The main goal is to provide a clear and intuitive way for users to manage their orders and complete their
purchases.
Wishlist Screen
The wishlist screen is a convenient feature for users to keep track of the shoes they are interested in purchasing, and to share their wishlist with others. It also helps to drive sales for the e-commerce app
by encouraging users to revisit their wishlist and move items to their cart.
Style Guide
More Screens
Conclusion
In conclusion, the e-commerce shoe app provides a convenient and hassle-free shopping experience for shoe lovers. With a wide range of shoes available at competitive prices, users can easily browse and purchase their favorite footwear from the comfort of their homes. The app's user-friendly interface, fast delivery, and easy return policy ensure a satisfying shopping experience for customers. Additionally, the app's personalized recommendations and easy-to-use filters make it easier for customers to find shoes that match their preferences. Overall, the e-commerce shoe app is a great solution for anyone looking to buy shoes online.
Somreen Safdar
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