Client Name
TuningBox
Services
UX/UI Audit, Wireframe Redesign, Prototyping
Project Duration
April 2024
Tools
Figma
Project Challenge
TuningBox, a leader in automotive performance enhancement, faced challenges with their e-commerce platform’s usability and conversion rates. The aim was to revamp the user interface to streamline the purchasing process, aligning with the unique needs of their product offerings.
Objective
The project focused on diagnosing usability issues and redesigning the product and cart pages to improve user flows, enhance product visibility, and simplify navigation, ultimately aiming to increase conversions and customer satisfaction.
Challenges and Insights
- Product Visibility: The mix of available and unavailable products caused confusion, detracting from user experience and hindering sales.
- Navigation Issues: Users frequently relied on the browser’s back button, leading to a disjointed and frustrating shopping experience.
- Shopping Cart Complexity: The direct redirection to the cart page upon adding items disrupted the shopping flow, contributing to abandoned transactions.
Strategic Design Approach
- Enhanced Product Display: Implemented dynamic filtering to only show compatible products based on the user’s vehicle, reducing confusion and streamlining the selection process.
- Improved Navigation: Introduced clear, consistent navigation options that minimized reliance on the browser’s back button, facilitating a smoother transition through the buying process.
- Streamlined Cart Interaction: Developed a mini-cart feature allowing users to view and edit their cart without leaving the current page, thus maintaining shopping momentum.
Implementation of Design Changes
- Product Page Redesign: Integrated overlays for product details to keep users on the same page, maintaining shopping context and reducing page load disruptions.
- Cart Page Enhancements: Added a logo linking back to the homepage and a “continue shopping” button to encourage further purchases, improving user engagement and potential sales.
Results
Post-implementation, TuningBox experienced:
Enhanced User Engagement
The introduction of dynamic filtering and detailed overlays resulted in a more engaging UI, leading to longer interaction times and more informed purchase decisions.
Reduced Cart Abandonment
Changes to the cart page, including a mini-cart and improved navigation options, significantly reduced disruptions in the shopping process, lowering cart abandonment rates.
Positive Customer Feedback
Feedback post-redesign highlighted an easier and more satisfying shopping experience, indicating that the new user interface effectively met customer needs.
Conclusion
The redesign of TuningBox’s e-commerce platform addressed critical UX barriers, resulting in a more intuitive and effective online shopping environment. This project underscores the importance of understanding user behavior and the specific challenges posed by complex product offerings in enhancing e-commerce platforms.