Revolutionizing E-Commerce Jewelry Shopping: A UX Triumph for Lolya
Online E- commerce
+490%
Total Orders
$300K
Total Savings
$720K
Improved Onboarding
Overview
Lolya Is an e-commerce specializing in selling jewellery to gulf region customers. Lolya provides its products through a customer-centric approach and aims to provide an excellent service to its customer through extensive user experience and user research approach.
Project Scope:
Build an excellent user experience design for their digital products while improving existing digital products.
Design rationale:
Elegant, product first, easy to use. Material design. Excellent browsing experience The concept focuses mainly on the product. Provide the user with the best details that the customer needs to make her/his purchasing decision. While focusing also on the elegancy of the product by reflecting this through the elegancy of the design. The combination of black and Clam Shell colour reflects the luxury and the feminist taste. The mood of the image focused on the products and nude colours to reflect the beauty
The Challenge
Lolya had an aggressive conversion rate problem. Despite all their spending, conversions were very few. Our mission was to find out the problem and fix it.
The product itself is a luxurious superior quality product. The challenge was to build user trust to buy from a digital e-commerce platform for jewellery in a market that is not accostmed to online luxury/jewellery products.
Lolya needed to reflect itself as a market lead elegant and classy brand to its customers.
The Solution
We worked on understanding and analyzing the business opportunity. It was a key to study the need and stand on the value that Lolya needs to provide for its customers.
The opportunity was huge, but there wasn't something specific that would tell what you needed to include to win the customers' delight. It was our mission to do so.
So, we've conducted direct user interviews with stakeholders from the targeted user groups.
We also conducted stakeholders interviews to align and understand the vision of the business and see what would be the valued from their own point of view.
Right after, we’ve did a deep competitor market analysis to understand how they are providing different solution for their users, what type of users they are targeting and how they deal with their users. Along with analyzing each competitive edge each one of them has.
The Design Process
The Discovering stage
In order to understand the problems that would face the business we conducted stakholders’ interviews with Different business partners to stand on their point of view to the business. In order to understand and discover the problem, we’ve conducted some user experience methods to discover and understand the perspectives of the problem.
We’ve conducted:
Stakehoders interviews, to understand the problems facing the business from all of its perspectives. and to understand the SMEs point of view on their problems as well.
User interviews, We’ve asked the business to set us to meet sample of our users to understand the frustrations they face and the amibitions they seek. we’ve continued conducting interviews in later stages to clarfiy our user groups & personas.
Quantitative user analytics, we’ve analyzed the data to understand the user behaviour, tendencies, differentiators and interests. This helped us strategize our moves and understand more how to serve the user in the best way.
Exploring
Furtherly, we’ve conducted more methods to deep exploring the problems and define it. we evaluated the current user interface implementation to stand on the major UI problems and how it affects the user by going through the following:
Heursitic evaluation, We’ve deeply reviewed the current applications according to the main UI herustics and build a complete report with all the problems
Usability testing, conducting usability testing to stand on the usability of the app and the crucial points the users usually stock on inside the main pages and the checkout flow.
Conginitive walkthrough, especially to the check out flow to analyze the crucial problems that might face the users along with evaluating better solutions to the current flow
User behaviour analysis, Through monitoring user recorded sessions, we’ve explored problems that are facing the users and we could spot the most frustrating issues facing them
The Findings
Following up on all the details, we’ve concluded main problems facing the user and the business that are blocking the users from engaging with the applications. following are the most crucial problems we’ve found:
Fatal UI Issues, The current user interface has some fatal UI issues that are blocking the users from finding crucial information and engage with the call to actions
User experience issues, as Lolya’s luxurious type of product need specific type of UX solutions that were not implemented by then. As the lack of trust of the users into the company. As the concept doesn’t provide any components building trust or follow pursuasive design concepts. Another thing, the broswing experience were not providing the users with the tactile nature of the product. This is what we’ve spotted to work on to get the user more closer to the product
Technology strategy, Based on our research we’ve concluded that some of the technology decision were constly and needed to be handled in a different way to achieve better result with less effort
Design orientation Strategy, By that time, the implementation were focusing on platforms that were not used by most of the users. This meant that they were design solutions for users that they didn’t exist most of the time. By changing the solutions to be mobile first and mobile oriented. the design solutions changed dramatically
Design / Ideate
Design solutions
The elegance of design and how we changed the design from design full of unsuitable colors too and didn’t comfortable to the eye to designing elegant by using 2 colors black to reflect the elegancy and nude color to reflect the feminist of the app, changing the sharpness of the icons to be more smooth and streamlined, change the Direction of the image to be more realistic and familiar to the user not only just model in posters, also the models positions to get a sense of beauty
The Results
After a couple of months engagement with lolya, We started to push our solutions gradually and test them. the number of orders
Once, we started to push our solutions resolving the critical UI issues and for the checkout funnel. The number of orders doubles in the first couple of months.
Right After this with another couple of months. The number of orders tripled to reach 500 orders A month to reach total sales of 12KG of gold at the end of the year.
Shifting from 10 orders
a month to 500 orders
in “4” months
Our engagement helped Lolya development team to be more efficient in meeting business needs
By revamping the design process and orienting the team to be more human centered design friendly We were capable of doing great success. Now Lolya is more effective to meet its goals and turned from being a struggling business to a stable profits generating digital product.
