UIUX Design-1
FASHIONGO Free Shipping Project
https://www.fashiongo.net/CustomerService/fashiongo-free-shipping
Overview
Background
FashionGo, a leading online B2B marketplace, aimed to increase buyer engagement and sales by introducing a Free Shipping program. The goal was to create a seamless and visually appealing interface that would effectively communicate the benefits of Free Shipping to buyers and encourage participation.
My Role
As the Senior UI Designer, I collaborated closely with the Product Manager, UX Designer, UX Researcher, Marketing Specialists, and Front-end Engineers to bring this initiative to life. My primary focus was on crafting an intuitive, visually compelling, and conversion-driven UI.
UX Approach
Research and Discovery
Conducted usability tests with buyers to identify pain points and challenges in partnership with the UX research team.
Analyzed user behavior and purchasing trends using data analytics, assessing feedback from buyer interactions.
Researched competing B2B e-commerce platforms to identify best practices in promoting free shipping incentives.
Collaborated with stakeholders to map potential user scenarios, translating complex purchasing behaviors into actionable design insights for an optimized Free Shipping experience.
Definition and Ideation
Mapped out user journeys to identify major friction points in the Free Shipping experience.
Applied progressive disclosure principles to clearly communicate Free Shipping eligibility and benefits without overwhelming buyers.
Redesigned key UI elements to highlight Free Shipping offers and streamline the purchasing process.
Designed a visually engaging and intuitive interface that effectively promoted Free Shipping, enhancing user engagement and purchase conversions.
Implementation
Refined the Free Shipping page to align with FashionGo’s design system, ensuring a seamless and visually consistent interface.
Introduced clear messaging and visual cues to highlight Free Shipping eligibility, making it easier for buyers to understand and take advantage of the program.
Optimized the shopping experience by integrating Free Shipping indicators throughout the purchasing journey, encouraging higher engagement and conversions.
Refined the design through iterative testing, ensuring every update addressed real buyer needs and improved the overall user experience.
Challenges and Solutions
Challenges
The key challenge was to effectively highlight the Free Shipping benefits without overwhelming buyers with excessive information. The design needed to seamlessly integrate with the existing FashionGo interface while ensuring high visibility and engagement.
Issue
Early research indicated that many buyers were unaware of the Free Shipping program or struggled to understand how it worked. This lack of clarity led to lower participation rates.
Solution
To address these challenges, I designed a clear, visually engaging UI that:
Featured bold, attention-grabbing banners and callouts to promote Free Shipping.
Simplified complex information using concise messaging and intuitive iconography.
Implemented a seamless checkout experience where Free Shipping eligibility was clearly indicated.
Design Impact
The new Free Shipping page led to a 30% increase in buyer purchases within the first month of launch, demonstrating the effectiveness of the design in improving user engagement and driving sales.