UX / UI Design Case Study - Troy Lee Designs

Situation:

TLD was mired into an old, non-mobile ecommerce platform that was in need of a design refresh, their b2b/b2c ecommerce sales to be improved, and overall user experience improvements.

Solution:

Design a responsive, user friendly site that retail and business customers enjoy navigating and learning about products, ultimately leading to sale conversions. We did this with designing bold, impactful graphics that TLD is known for yet incorporating easy to use navigation and account settings to get customers to feel important, thought about thus creating brand loyalty.

Results:

30% increase in online retail sales through mobile, tablet and desktop experiences. Less customer service calls, as well as less inbound sales calls via b2b ecommerce improvements, letting the sales team make more outbound calls to drum up new business.

Discovery Phase

Initial timeline plan commenced, with a quick deep dive into Analytics and sales reports helped us figure out what our users bought, what pages they exited on and what information was to be presented first. Along with user surveys we got a firm grasp on what users liked and didn’t like about the old site.

Information Architecture

After obtaining our metrics we then organized information to be presented on the new site and created a directory structure as well as user flowcharts for various aspects of the site.

Prototyping

From pencil sketches, wireframes to high fidelity prototypes we laid out the main mobile, tablet and desktop pages of the site. Also created prototypes for landing and micro sites. Attention being made to create an easy to use experience for users with a focus on ecommerce.

Validating Navigation

Users were having problems finding the products they came to search for, or be aware of products they didn’t know TLD carried. Through internal and external user testing we designed a clean and simple menu, we guided users into their appropriate sections while giving them an overview of the entire line, specials were easily accessible as well as showing off featured items.

Search is a crucial part of online ecommerce and an easy to use ‘type ahead’ search was implemented with great success, users can quickly see the products they search for getting right to the product page or clicking to see all results for their search term.

Launch & Results

Using Analytics, reports and user feedback we were able to prove the following:

Increase in web sales
Decrease in bounce rate
More time spent on page
Less customer service calls

UX Design Case Study

TROY LEE DESIGNS