01
Project Overview
"Picht, a women's clothing brand, envisions a seamless online shopping"
"ALL DAY, EVERY DAY. QUALITY T-SHIRTS & CLOTHING."
PICHT E-Commerce project aims to create an innovative and user-centric e-commerce platform, transforming the way users interact with the brand online. The goal is to design an intuitive, visually appealing website that reflects Picht's identity while enhancing functionality, accessibility, and user engagement.
Client Profile
Client Purpose
Picht, a universal women's clothing brand, caters to a diverse audience seeking high-quality, comfortable, and stylish apparel for various occasions. With over 500 products spanning 11 distinct genres, Picht is dedicated to providing a wide range of options for its customers.
Project Objectives
Enhanced User Experience
Develop a user-friendly interface that simplifies the shopping process, ensuring a seamless and enjoyable experience for visitors.
Efficient Cart and Purchase System
Implement a robust cart system that allows users to easily manage items and a streamlined purchase system for secure transactions.
Intuitive Product Categories & Filters
Create a dynamic product categorization system with filters, enabling users to explore Picht's extensive collection effortlessly.
Member System and Loyalty Program
Establish a membership system to enhance user engagement and introduce a loyalty program, rewarding loyal customers for their patronage.
CMS Integration
Implement a Content Management System (CMS) that enables easy product management, allowing administrators to upload products efficiently through CSV files.
Scope of Work
Client Purpose
Redesigning the website's homepage to create a captivating first impression and guide users effectively to product categories.
Developing an intuitive cart system, ensuring smooth item addition, removal, and secure checkout.
Implementing a comprehensive product categorization and filtering system, simplifying the search process for users.
Designing a seamless sign-up and login process to collect member information and facilitate personalized shopping experiences.
Creating a member system with loyalty program integration to enhance user engagement and retention.
Integrating a CMS for efficient product management, allowing administrators to update the catalog seamlessly.
02
User Research
Define the user research method and step
By focusing on this user reaseach and preferences, the Picht e-commerce website can create a compelling user experience, ensuring customer satisfaction and loyalty among your target audience.
Business revenue channel
01
Channels
Majority of customers (65%) come from online portals including Shopee, Lazada, Facebook Shop, and Line Shopping.
02
Flagship Stores
Approximately 35% of customers visit physical stores located in prime Bangkok areas such as Siam Paragon, Siam Center, and Central World.
Customer Demographics
01
Nationality
70% of customers are Thai, and 30% are foreign.
02
Age Group
Customers mainly fall within the age range of 20 to 40 years, with a focus on office workers.
User Persona
Nawaporn srijun
25 Years old
Gender :
Female
Occuapation :
Office Worker
Hometown :
Bangkok
Background:
Nawapon is a busy professional working in an office in Bangkok. She values comfort and style in her clothing choices and often shops online due to her hectic schedule. She frequently visits popular online platforms like Shopee and Lazada to discover new fashion trends and make quick purchases. Occasionally, she enjoys the experience of shopping in physical stores in prime locations like Siam Paragon.
Goals and Behaviors:
She is tech-savvy and prefers the convenience of online shopping.
She appreciates high-quality, comfortable clothing suitable for her office job.
Sarah looks for promotions and discounts when shopping online and is a loyal customer to brands offering rewards and membership benefits.
Pain Points:
Limited time for physical shopping due to her busy work life.
Frustration with websites that are not user-friendly or lack clear product categorization.
Concerns about the quality and authenticity of products when shopping online.
Motivations:
Convenience: Sarah values websites that offer a seamless and hassle-free shopping experience.
Quality: She seeks reliable brands known for high-quality clothing that align with her professional image.
Discounts and Rewards: Sarah is motivated by loyalty programs and discounts, encouraging her to make repeat purchases.
Matching Information to Target Audience, Preferences, and Pain Points
User Goal 1: Suggestion Product Section
User Pain Point: Users face challenges in product selection due to the extensive range.
Conclusion: Users desire personalized product recommendations to ease their selection process and enhance their shopping experience.
User Goal 2: Product Search and Filtering
User Pain Point: Users have difficulty finding specific products among a wide range.
Conclusion: A robust search system with clear filters and sorting options is essential for efficient navigation, addressing the challenge users face in product discovery.
User Goal 3: Inbox Section for Seamless Communication
User Pain Point: Fragmented communication across multiple channels can be confusing for users.
Conclusion: Users prefer seamless communication with the brand. Integrating existing chat channels into the website provides a unified and convenient inbox system for users and the business, addressing the challenge of fragmented communication.
User Goal 4: Define Proper Product Size Selection
User Pain Point: Users face uncertainties in selecting the right size without trying items on.
Conclusion: Implementing a "Help You Select the Size" feature, where users input basic measurements, addresses this pain point, enhancing user confidence in their size selection.
03
Structure & Wireframe
Structure an Information Architecture
By focusing on this user reaseach and preferences, the Picht e-commerce website can create a compelling user experience, ensuring customer satisfaction and loyalty among your target audience.
Wireframe
Wireframe with The design idea iteration
We integrated the wireframe design with the fundamental user flow to assess client satisfaction and enhance the overall user experience. This approach allowed us to evaluate the design comprehensively, ensuring alignment with the client's expectations while simultaneously refining the user flow for optimal usability and efficiency.
Main Section Organization
1. Site Menu
2. Sign Up / Log In
3. Product Store
4. Cart and Checkout
5. Order Summary and Tracking
Define the navigation level to support all of Picht's content based on information architecture.
Using the 'F Sharped pattern' as a standard content style to guide the user's eye scanning.
Using a 4:3 ratio as a universal product image in line with Picht's standard commercial content.
Add social sign-up section to increase the sign-up percentage.
Opt for an open modal for sub-navigation to accommodate numerous product categories.
Continue using pop-up modals for the other menus to maintain design consistency.
04
Prototyping and Interaction Design
Landing Page
"Use F sharped pattern to design the main landing page"
Focus on the section that the client wants to promote while maintaining the F-pattern to highlight products, display all categories, and feature the social media section, all aligned with SEO pattern rules.
Maintain the section with a clear page structure to make it easy for users to understand our content and products.
Sign up / Log in
"Join the Picht family effortlessly. Enter a few essential details and create your account in moments"
Welcome to Picht's Sign Up / Log In section, designed for swift and hassle-free access to your personalized shopping experience. Our streamlined approach ensures that signing up or logging in is as quick as a breeze with our convenient mini-popup feature.
For users who already have an account, they can use the quick pop-up from the navigation bar.
Users can quickly create their account using the account icon in the navigation bar.
Product Exploring Page
"With more than 200+ types of items, we need to find the simplest way to clearly display all the products.
In crafting this page, we've prioritized clarity and ease of exploration. Each item is thoughtfully organized, allowing effortless navigation through various genres, styles, and categories. From elegant dresses to trendy tops, versatile bottoms, and more, our product range is at your fingertips.
Open Sub-Navigation Menu
"Categorize all sections with more than 10 categories inside the Pop-up Navigation."
With an array of sections, each housing more than 10 distinctive categories, our Sub-Navigation Menu ensures swift access to precisely what you're seeking. Seamlessly categorized and thoughtfully arranged, this menu serves as your compass, guiding you through our extensive collection of products with ease.
Product Page with Filtering
"Display all products with comprehensive details to maintain consistency and provide a genuine shopping experience."
Our commitment to showcasing products with utmost clarity and comprehensive details is evident in every aspect of this page. Each item is thoughtfully displayed, offering a seamless blend of captivating visuals and essential information, ensuring a genuine representation of our offerings.
Product Cart Page
"Addressed the user pain point by enabling clear identification of their approximate size."
In this enhanced Cart Page, we've prioritized user convenience by incorporating innovative tools to assist in size selection. Say goodbye to sizing guesswork! With a dedicated feature that prompts users to input basic measurements—such as height, weight, and age—we've created a pathway to approximate their ideal size.
Product Detail Page
"Include detailed information for all selected items and incorporate a 'Find Your Size' feature to assist users in easily determining their size."
Navigating through our Cart Page, users can now visualize their selections with a newfound sense of assurance. This innovative feature is a testament to our commitment to addressing user pain points, ensuring a more personalized and satisfying shopping journey for every Picht shopper.
Cart Page
"Your gateway to a curated collection of carefully selected items, all poised and ready for your seamless purchase."
Your shopping journey comes together in our Cart Page, where every item you've handpicked is neatly listed, allowing you to review and confirm your selections before proceeding to purchase. This page serves as your personal shopping assistant, displaying a clear inventory of all your chosen products.
Payment Page
"where simplicity and clarity converge to streamline your checkout process into three seamless steps. Our dedication to a user-friendly experience is evident as we guide you through a structured journey"
Our progress steps display keeps you informed throughout this journey, allowing you to effortlessly track your progress without feeling overwhelmed. This intuitive design ensures you're always aware of the steps ahead, empowering you with a clear understanding of the process while assuring you that the end is in sight.
Step 1: Delivery Details
Step 2: Select Payment Method
Step 3: Order Summary
05
Usability Testing
Usability Testing Scope & Goal
Evaluate the user interface, navigation, and overall user experience of the Picht e-commerce website.
Focus Areas For testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Metrics and Evaluation
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Analysis and Iteration
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas For testing
Navigation and Information Architecture:
Anticipate a reduction of at least 20% in user-reported navigation difficulties and confusion.
Search and Filtering:
Aim to increase search accuracy by 25% and improve filter usability by minimizing errors in selection by 15%.
3. Product Detail Pages:
Expect a 30% increase in user confidence in size selection with the "Help You Select the Size" feature.
4. Checkout Process:
Target a 20% decrease in cart abandonment rates and a 15% reduction in time spent during the checkout process.
Metrics and Evaluation
Task Success Rate
Aim for a minimum of 85% task success rate across defined usability tasks.
Time on Task
Strive for an average completion time of 2-3 minutes for routine tasks (e.g., finding and adding a product to the cart).
3. User Satisfaction
Target a user satisfaction score of at least 4 out of 5 based on post-test surveys and feedback
Analysis and Iteration
Report Generation
Compile findings into a detailed report outlining identified usability issues and actionable recommendations within two weeks post-testing.
Iterative Design Cycles
Plan for iterative design improvements based on identified issues and retesting within a three-week cycle for each iteration.
06
Project Summary
"Enhancing User Experience for Picht E-commerce"
The Picht e-commerce project aimed to revolutionize the online shopping experience for a diverse audience of primarily Thai and international women, catering to office workers aged 20-40. Focused on offering high-quality clothing, the goal was to create an intuitive, seamless, and personalized platform that would resonate with users across various touchpoints.
Project Scope
The project encompassed comprehensive research, meticulous design considerations, and iterative testing to create an exceptional user experience. Key features included personalized product recommendations, robust search functionalities, seamless communication integration, and a size selection assistance feature.
Future Implications:
The iterative design process ensured continuous improvement, setting the stage for future enhancements based on user feedback and evolving trends. The results underscore the commitment to delivering a user-centric platform that empowers seamless shopping experiences.
Conclusion
The culmination of research, design, and usability testing led to the successful transformation of the Picht e-commerce website into a user-friendly, efficient, and engaging platform. The project stands as a testament to the fusion of user-centric design principles and iterative refinement, ultimately ensuring a delightful shopping journey for the diverse Picht clientele.
01
Project Overview
"Picht, a women's clothing brand, envisions a seamless online shopping"
"ALL DAY, EVERY DAY. QUALITY T-SHIRTS & CLOTHING."
PICHT E-Commerce project aims to create an innovative and user-centric e-commerce platform, transforming the way users interact with the brand online. The goal is to design an intuitive, visually appealing website that reflects Picht's identity while enhancing functionality, accessibility, and user engagement.
Client Profile
Client Purpose
Picht, a universal women's clothing brand, caters to a diverse audience seeking high-quality, comfortable, and stylish apparel for various occasions. With over 500 products spanning 11 distinct genres, Picht is dedicated to providing a wide range of options for its customers.
Project Objectives
Enhanced User Experience
Develop a user-friendly interface that simplifies the shopping process, ensuring a seamless and enjoyable experience for visitors.
Efficient Cart and Purchase System
Implement a robust cart system that allows users to easily manage items and a streamlined purchase system for secure transactions.
Intuitive Product Categories & Filters
Create a dynamic product categorization system with filters, enabling users to explore Picht's extensive collection effortlessly.
Member System and Loyalty Program
Establish a membership system to enhance user engagement and introduce a loyalty program, rewarding loyal customers for their patronage.
CMS Integration
Implement a Content Management System (CMS) that enables easy product management, allowing administrators to upload products efficiently through CSV files.
Scope of Work
Client Purpose
Redesigning the website's homepage to create a captivating first impression and guide users effectively to product categories.
Developing an intuitive cart system, ensuring smooth item addition, removal, and secure checkout.
Implementing a comprehensive product categorization and filtering system, simplifying the search process for users.
Designing a seamless sign-up and login process to collect member information and facilitate personalized shopping experiences.
Creating a member system with loyalty program integration to enhance user engagement and retention.
Integrating a CMS for efficient product management, allowing administrators to update the catalog seamlessly.
02
User Research
Define the user research method and step
By focusing on this user reaseach and preferences, the Picht e-commerce website can create a compelling user experience, ensuring customer satisfaction and loyalty among your target audience.
Business revenue channel
01
Channels
Majority of customers (65%) come from online portals including Shopee, Lazada, Facebook Shop, and Line Shopping.
02
Flagship Stores
Approximately 35% of customers visit physical stores located in prime Bangkok areas such as Siam Paragon, Siam Center, and Central World.
Customer Demographics
01
Nationality
70% of customers are Thai, and 30% are foreign.
02
Age Group
Customers mainly fall within the age range of 20 to 40 years, with a focus on office workers.
User Persona
Nawaporn srijun
25 Years old
Gender :
Female
Occuapation :
Office Worker
Hometown :
Bangkok
Background:
Nawapon is a busy professional working in an office in Bangkok. She values comfort and style in her clothing choices and often shops online due to her hectic schedule. She frequently visits popular online platforms like Shopee and Lazada to discover new fashion trends and make quick purchases. Occasionally, she enjoys the experience of shopping in physical stores in prime locations like Siam Paragon.
Goals and Behaviors:
She is tech-savvy and prefers the convenience of online shopping.
She appreciates high-quality, comfortable clothing suitable for her office job.
Sarah looks for promotions and discounts when shopping online and is a loyal customer to brands offering rewards and membership benefits.
Pain Points:
Limited time for physical shopping due to her busy work life.
Frustration with websites that are not user-friendly or lack clear product categorization.
Concerns about the quality and authenticity of products when shopping online.
Motivations:
Convenience: Sarah values websites that offer a seamless and hassle-free shopping experience.
Quality: She seeks reliable brands known for high-quality clothing that align with her professional image.
Discounts and Rewards: Sarah is motivated by loyalty programs and discounts, encouraging her to make repeat purchases.
Matching Information to Target Audience, Preferences, and Pain Points
User Goal 1: Suggestion Product Section
User Pain Point: Users face challenges in product selection due to the extensive range.
Conclusion: Users desire personalized product recommendations to ease their selection process and enhance their shopping experience.
User Goal 2: Product Search and Filtering
User Pain Point: Users have difficulty finding specific products among a wide range.
Conclusion: A robust search system with clear filters and sorting options is essential for efficient navigation, addressing the challenge users face in product discovery.
User Goal 3: Inbox Section for Seamless Communication
User Pain Point: Fragmented communication across multiple channels can be confusing for users.
Conclusion: Users prefer seamless communication with the brand. Integrating existing chat channels into the website provides a unified and convenient inbox system for users and the business, addressing the challenge of fragmented communication.
User Goal 4: Define Proper Product Size Selection
User Pain Point: Users face uncertainties in selecting the right size without trying items on.
Conclusion: Implementing a "Help You Select the Size" feature, where users input basic measurements, addresses this pain point, enhancing user confidence in their size selection.
03
Structure & Wireframe
Structure an Information Architecture
By focusing on this user reaseach and preferences, the Picht e-commerce website can create a compelling user experience, ensuring customer satisfaction and loyalty among your target audience.
Wireframe
Wireframe with The design idea iteration
We integrated the wireframe design with the fundamental user flow to assess client satisfaction and enhance the overall user experience. This approach allowed us to evaluate the design comprehensively, ensuring alignment with the client's expectations while simultaneously refining the user flow for optimal usability and efficiency.
Main Section Organization
1. Site Menu
2. Sign Up / Log In
3. Product Store
4. Cart and Checkout
5. Order Summary and Tracking
Define the navigation level to support all of Picht's content based on information architecture.
Using the 'F Sharped pattern' as a standard content style to guide the user's eye scanning.
Using a 4:3 ratio as a universal product image in line with Picht's standard commercial content.
Add social sign-up section to increase the sign-up percentage.
Opt for an open modal for sub-navigation to accommodate numerous product categories.
Continue using pop-up modals for the other menus to maintain design consistency.
04
Prototyping and Interaction Design
Landing Page
"Use F sharped pattern to design the main landing page"
Focus on the section that the client wants to promote while maintaining the F-pattern to highlight products, display all categories, and feature the social media section, all aligned with SEO pattern rules.
Maintain the section with a clear page structure to make it easy for users to understand our content and products.
Sign up / Log in
"Join the Picht family effortlessly. Enter a few essential details and create your account in moments"
Welcome to Picht's Sign Up / Log In section, designed for swift and hassle-free access to your personalized shopping experience. Our streamlined approach ensures that signing up or logging in is as quick as a breeze with our convenient mini-popup feature.
For users who already have an account, they can use the quick pop-up from the navigation bar.
Users can quickly create their account using the account icon in the navigation bar.
Product Exploring Page
"With more than 200+ types of items, we need to find the simplest way to clearly display all the products.
In crafting this page, we've prioritized clarity and ease of exploration. Each item is thoughtfully organized, allowing effortless navigation through various genres, styles, and categories. From elegant dresses to trendy tops, versatile bottoms, and more, our product range is at your fingertips.
Open Sub-Navigation Menu
"Categorize all sections with more than 10 categories inside the Pop-up Navigation."
With an array of sections, each housing more than 10 distinctive categories, our Sub-Navigation Menu ensures swift access to precisely what you're seeking. Seamlessly categorized and thoughtfully arranged, this menu serves as your compass, guiding you through our extensive collection of products with ease.
Product Page with Filtering
"Display all products with comprehensive details to maintain consistency and provide a genuine shopping experience."
Our commitment to showcasing products with utmost clarity and comprehensive details is evident in every aspect of this page. Each item is thoughtfully displayed, offering a seamless blend of captivating visuals and essential information, ensuring a genuine representation of our offerings.
Product Cart Page
"Addressed the user pain point by enabling clear identification of their approximate size."
In this enhanced Cart Page, we've prioritized user convenience by incorporating innovative tools to assist in size selection. Say goodbye to sizing guesswork! With a dedicated feature that prompts users to input basic measurements—such as height, weight, and age—we've created a pathway to approximate their ideal size.
Product Detail Page
"Include detailed information for all selected items and incorporate a 'Find Your Size' feature to assist users in easily determining their size."
Navigating through our Cart Page, users can now visualize their selections with a newfound sense of assurance. This innovative feature is a testament to our commitment to addressing user pain points, ensuring a more personalized and satisfying shopping journey for every Picht shopper.
Cart Page
"Your gateway to a curated collection of carefully selected items, all poised and ready for your seamless purchase."
Your shopping journey comes together in our Cart Page, where every item you've handpicked is neatly listed, allowing you to review and confirm your selections before proceeding to purchase. This page serves as your personal shopping assistant, displaying a clear inventory of all your chosen products.
Payment Page
"where simplicity and clarity converge to streamline your checkout process into three seamless steps. Our dedication to a user-friendly experience is evident as we guide you through a structured journey"
Our progress steps display keeps you informed throughout this journey, allowing you to effortlessly track your progress without feeling overwhelmed. This intuitive design ensures you're always aware of the steps ahead, empowering you with a clear understanding of the process while assuring you that the end is in sight.
Step 1: Delivery Details
Step 2: Select Payment Method
Step 3: Order Summary
05
Usability Testing
Usability Testing Scope & Goal
Evaluate the user interface, navigation, and overall user experience of the Picht e-commerce website.
Focus Areas for Testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas for Testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas for Testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas For testing
Focus Areas for Testing
Anticipate a reduction of at least 20% in user-reported navigation difficulties and confusion.
Focus Areas for Testing
Aim to increase search accuracy by 25% and improve filter usability by minimizing errors in selection by 15%.
Focus Areas for Testing
Expect a 30% increase in user confidence in size selection with the "Help You Select the Size" feature.
Focus Areas for Testing
Target a 20% decrease in cart abandonment rates and a 15% reduction in time spent during the checkout process.
Metrics and Evaluation
Focus Areas for Testing
Aim for a minimum of 85% task success rate across defined usability tasks.
Focus Areas for Testing
Strive for an average completion time of 2-3 minutes for routine tasks (e.g., finding and adding a product to the cart).
Focus Areas for Testing
Target a user satisfaction score of at least 4 out of 5 based on post-test surveys and feedback
Analysis and Iteration
Focus Areas for Testing
Compile findings into a detailed report outlining identified usability issues and actionable recommendations within two weeks post-testing.
Focus Areas for Testing
Plan for iterative design improvements based on identified issues and retesting within a three-week cycle for each iteration.
06
Project Summary
"Enhancing User Experience for Picht E-commerce"
The Picht e-commerce project aimed to revolutionize the online shopping experience for a diverse audience of primarily Thai and international women, catering to office workers aged 20-40. Focused on offering high-quality clothing, the goal was to create an intuitive, seamless, and personalized platform that would resonate with users across various touchpoints.
Focus Areas for Testing
The project encompassed comprehensive research, meticulous design considerations, and iterative testing to create an exceptional user experience. Key features included personalized product recommendations, robust search functionalities, seamless communication integration, and a size selection assistance feature.
Focus Areas for Testing
The iterative design process ensured continuous improvement, setting the stage for future enhancements based on user feedback and evolving trends. The results underscore the commitment to delivering a user-centric platform that empowers seamless shopping experiences.
Focus Areas for Testing
The culmination of research, design, and usability testing led to the successful transformation of the Picht e-commerce website into a user-friendly, efficient, and engaging platform. The project stands as a testament to the fusion of user-centric design principles and iterative refinement, ultimately ensuring a delightful shopping journey for the diverse Picht clientele.
01
Project Overview
"Picht, a women's clothing brand, envisions a seamless online shopping"
"ALL DAY, EVERY DAY. QUALITY T-SHIRTS & CLOTHING."
PICHT E-Commerce project aims to create an innovative and user-centric e-commerce platform, transforming the way users interact with the brand online. The goal is to design an intuitive, visually appealing website that reflects Picht's identity while enhancing functionality, accessibility, and user engagement.
Client Profile
Client Purpose
Picht, a universal women's clothing brand, caters to a diverse audience seeking high-quality, comfortable, and stylish apparel for various occasions. With over 500 products spanning 11 distinct genres, Picht is dedicated to providing a wide range of options for its customers.
Project Objectives
Enhanced User Experience
Develop a user-friendly interface that simplifies the shopping process, ensuring a seamless and enjoyable experience for visitors.
Efficient Cart and Purchase System
Implement a robust cart system that allows users to easily manage items and a streamlined purchase system for secure transactions.
Intuitive Product Categories & Filters
Create a dynamic product categorization system with filters, enabling users to explore Picht's extensive collection effortlessly.
Member System and Loyalty Program
Establish a membership system to enhance user engagement and introduce a loyalty program, rewarding loyal customers for their patronage.
CMS Integration
Implement a Content Management System (CMS) that enables easy product management, allowing administrators to upload products efficiently through CSV files.
Scope of Work
Client Purpose
Redesigning the website's homepage to create a captivating first impression and guide users effectively to product categories.
Developing an intuitive cart system, ensuring smooth item addition, removal, and secure checkout.
Implementing a comprehensive product categorization and filtering system, simplifying the search process for users.
Designing a seamless sign-up and login process to collect member information and facilitate personalized shopping experiences.
Creating a member system with loyalty program integration to enhance user engagement and retention.
Integrating a CMS for efficient product management, allowing administrators to update the catalog seamlessly.
02
User Research
Define the user research method and step
By focusing on this user reaseach and preferences, the Picht e-commerce website can create a compelling user experience, ensuring customer satisfaction and loyalty among your target audience.
Business revenue channel
01
Channels
Majority of customers (65%) come from online portals including Shopee, Lazada, Facebook Shop, and Line Shopping.
02
Flagship Stores
Approximately 35% of customers visit physical stores located in prime Bangkok areas such as Siam Paragon, Siam Center, and Central World.
Customer Demographics
01
Nationality
70% of customers are Thai, and 30% are foreign.
02
Age Group
Customers mainly fall within the age range of 20 to 40 years, with a focus on office workers.
User Persona
Nawaporn srijun
25 Years old
Gender :
Female
Occuapation :
Office Worker
Hometown :
Bangkok
Background:
Nawapon is a busy professional working in an office in Bangkok. She values comfort and style in her clothing choices and often shops online due to her hectic schedule. She frequently visits popular online platforms like Shopee and Lazada to discover new fashion trends and make quick purchases. Occasionally, she enjoys the experience of shopping in physical stores in prime locations like Siam Paragon.
Goals and Behaviors:
She is tech-savvy and prefers the convenience of online shopping.
She appreciates high-quality, comfortable clothing suitable for her office job.
Sarah looks for promotions and discounts when shopping online and is a loyal customer to brands offering rewards and membership benefits.
Pain Points:
Limited time for physical shopping due to her busy work life.
Frustration with websites that are not user-friendly or lack clear product categorization.
Concerns about the quality and authenticity of products when shopping online.
Motivations:
Convenience: Sarah values websites that offer a seamless and hassle-free shopping experience.
Quality: She seeks reliable brands known for high-quality clothing that align with her professional image.
Discounts and Rewards: Sarah is motivated by loyalty programs and discounts, encouraging her to make repeat purchases.
Matching Information to Target Audience, Preferences, and Pain Points
User Goal 1: Suggestion Product Section
User Pain Point: Users face challenges in product selection due to the extensive range.
Conclusion: Users desire personalized product recommendations to ease their selection process and enhance their shopping experience.
User Goal 2: Product Search and Filtering
User Pain Point: Users have difficulty finding specific products among a wide range.
Conclusion: A robust search system with clear filters and sorting options is essential for efficient navigation, addressing the challenge users face in product discovery.
User Goal 3: Inbox Section for Seamless Communication
User Pain Point: Fragmented communication across multiple channels can be confusing for users.
Conclusion: Users prefer seamless communication with the brand. Integrating existing chat channels into the website provides a unified and convenient inbox system for users and the business, addressing the challenge of fragmented communication.
User Goal 4: Define Proper Product Size Selection
User Pain Point: Users face uncertainties in selecting the right size without trying items on.
Conclusion: Implementing a "Help You Select the Size" feature, where users input basic measurements, addresses this pain point, enhancing user confidence in their size selection.
03
Structure & Wireframe
Structure an Information Architecture
By focusing on this user reaseach and preferences, the Picht e-commerce website can create a compelling user experience, ensuring customer satisfaction and loyalty among your target audience.
Wireframe
Wireframe with The design idea iteration
We integrated the wireframe design with the fundamental user flow to assess client satisfaction and enhance the overall user experience. This approach allowed us to evaluate the design comprehensively, ensuring alignment with the client's expectations while simultaneously refining the user flow for optimal usability and efficiency.
Main Section Organization
1. Site Menu
2. Sign Up / Log In
3. Product Store
4. Cart and Checkout
5. Order Summary and Tracking
Define the navigation level to support all of Picht's content based on information architecture.
Using the 'F Sharped pattern' as a standard content style to guide the user's eye scanning.
Using a 4:3 ratio as a universal product image in line with Picht's standard commercial content.
Add social sign-up section to increase the sign-up percentage.
Opt for an open modal for sub-navigation to accommodate numerous product categories.
Continue using pop-up modals for the other menus to maintain design consistency.
04
Prototyping and Interaction Design
Landing Page
"Use F sharped pattern to design the main landing page"
Focus on the section that the client wants to promote while maintaining the F-pattern to highlight products, display all categories, and feature the social media section, all aligned with SEO pattern rules.
Maintain the section with a clear page structure to make it easy for users to understand our content and products.
Sign up / Log in
"Join the Picht family effortlessly. Enter a few essential details and create your account in moments"
Welcome to Picht's Sign Up / Log In section, designed for swift and hassle-free access to your personalized shopping experience. Our streamlined approach ensures that signing up or logging in is as quick as a breeze with our convenient mini-popup feature.
For users who already have an account, they can use the quick pop-up from the navigation bar.
Users can quickly create their account using the account icon in the navigation bar.
Product Exploring Page
"With more than 200+ types of items, we need to find the simplest way to clearly display all the products.
In crafting this page, we've prioritized clarity and ease of exploration. Each item is thoughtfully organized, allowing effortless navigation through various genres, styles, and categories. From elegant dresses to trendy tops, versatile bottoms, and more, our product range is at your fingertips.
Open Sub-Navigation Menu
"Categorize all sections with more than 10 categories inside the Pop-up Navigation."
With an array of sections, each housing more than 10 distinctive categories, our Sub-Navigation Menu ensures swift access to precisely what you're seeking. Seamlessly categorized and thoughtfully arranged, this menu serves as your compass, guiding you through our extensive collection of products with ease.
Product Page with Filtering
"Display all products with comprehensive details to maintain consistency and provide a genuine shopping experience."
Our commitment to showcasing products with utmost clarity and comprehensive details is evident in every aspect of this page. Each item is thoughtfully displayed, offering a seamless blend of captivating visuals and essential information, ensuring a genuine representation of our offerings.
Product Cart Page
"Addressed the user pain point by enabling clear identification of their approximate size."
In this enhanced Cart Page, we've prioritized user convenience by incorporating innovative tools to assist in size selection. Say goodbye to sizing guesswork! With a dedicated feature that prompts users to input basic measurements—such as height, weight, and age—we've created a pathway to approximate their ideal size.
Product Detail Page
"Include detailed information for all selected items and incorporate a 'Find Your Size' feature to assist users in easily determining their size."
Navigating through our Cart Page, users can now visualize their selections with a newfound sense of assurance. This innovative feature is a testament to our commitment to addressing user pain points, ensuring a more personalized and satisfying shopping journey for every Picht shopper.
Cart Page
"Your gateway to a curated collection of carefully selected items, all poised and ready for your seamless purchase."
Your shopping journey comes together in our Cart Page, where every item you've handpicked is neatly listed, allowing you to review and confirm your selections before proceeding to purchase. This page serves as your personal shopping assistant, displaying a clear inventory of all your chosen products.
Payment Page
"where simplicity and clarity converge to streamline your checkout process into three seamless steps. Our dedication to a user-friendly experience is evident as we guide you through a structured journey"
Our progress steps display keeps you informed throughout this journey, allowing you to effortlessly track your progress without feeling overwhelmed. This intuitive design ensures you're always aware of the steps ahead, empowering you with a clear understanding of the process while assuring you that the end is in sight.
Step 1: Delivery Details
Step 2: Select Payment Method
Step 3: Order Summary
05
Usability Testing
Usability Testing Scope & Goal
Evaluate the user interface, navigation, and overall user experience of the Picht e-commerce website.
Focus Areas for Testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas for Testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas for Testing
Assess the intuitiveness of site menus, product categorization, and overall navigation flow.
Focus Areas For testing
Focus Areas for Testing
Anticipate a reduction of at least 20% in user-reported navigation difficulties and confusion.
Focus Areas for Testing
Aim to increase search accuracy by 25% and improve filter usability by minimizing errors in selection by 15%.
Focus Areas for Testing
Expect a 30% increase in user confidence in size selection with the "Help You Select the Size" feature.
Focus Areas for Testing
Target a 20% decrease in cart abandonment rates and a 15% reduction in time spent during the checkout process.
Metrics and Evaluation
Focus Areas for Testing
Aim for a minimum of 85% task success rate across defined usability tasks.
Focus Areas for Testing
Strive for an average completion time of 2-3 minutes for routine tasks (e.g., finding and adding a product to the cart).
Focus Areas for Testing
Target a user satisfaction score of at least 4 out of 5 based on post-test surveys and feedback
Analysis and Iteration
Focus Areas for Testing
Compile findings into a detailed report outlining identified usability issues and actionable recommendations within two weeks post-testing.
Focus Areas for Testing
Plan for iterative design improvements based on identified issues and retesting within a three-week cycle for each iteration.
06
Project Summary
"Enhancing User Experience for Picht E-commerce"
The Picht e-commerce project aimed to revolutionize the online shopping experience for a diverse audience of primarily Thai and international women, catering to office workers aged 20-40. Focused on offering high-quality clothing, the goal was to create an intuitive, seamless, and personalized platform that would resonate with users across various touchpoints.
Focus Areas for Testing
The project encompassed comprehensive research, meticulous design considerations, and iterative testing to create an exceptional user experience. Key features included personalized product recommendations, robust search functionalities, seamless communication integration, and a size selection assistance feature.
Focus Areas for Testing
The iterative design process ensured continuous improvement, setting the stage for future enhancements based on user feedback and evolving trends. The results underscore the commitment to delivering a user-centric platform that empowers seamless shopping experiences.
Focus Areas for Testing
The culmination of research, design, and usability testing led to the successful transformation of the Picht e-commerce website into a user-friendly, efficient, and engaging platform. The project stands as a testament to the fusion of user-centric design principles and iterative refinement, ultimately ensuring a delightful shopping journey for the diverse Picht clientele.
Thank you for Scrolling till the End!
Thank you for Scrolling till the End!
“This Project is one of my case study to show My Design Thinking and Design Process, Hope you enjoy with my playground here!”
Taus Daengkul
Ux/Ui Designer
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