Marine
Superstore

Reviving an e-commerce website, with a complex catalogue, from scratch whilst keeping the user at the heart of the redesign.

Marine Superstore. Photo by Szelei Robert.

The Challenge

With a dated website that was still converting high numbers, Marine Superstore was in dire need of a revived e-commerce website. One that reflected a modern brand with vast products, clean design and an improved customer experience that catered to user's specific needs.

My Role
  • Design Consultation
  • 
Workshop Facilitator
  • Research & Insight
  • 
Information Architecture
  • 
User Experience Design
  • 
User Interface Design

We had to showcase the breadth of products to users but also simplify the shopping journey. To do this we had to demist how users were actually shopping and interacting, so we could improve the whole experience; functionally and aesthetically.

The Research

After conducting key stakeholders interviews we were able to understand business KPI’s, prioritise hierarchy highlight and key messages .

Using Hotjar, 2x surveys were conducted which ran for several weeks. One targeting generic users about their shopping experience and another targeting returning users / exiting users about their pain-points to help inform the redesign.

Once enough data was collected, I was able to understand more about the users shopping habits and created personas for the business, so they themselves could be more well informed. This was then cross-referenced with survey answers to validate key decisions.

Although the current navigation was simple, directly showcasing all the product categories, this was not being used as much as originally thought and required looking into further.

Users that knew which products they wanted were naturally coming in direct to the PDP from Google. Other users (new and returning) coming in from the homepage were shopping more via the search and brands; indicating product knowledge and brand loyalty.

Marine Superstore UX Research - Heatmap
Marine Superstore Design Prototypes

With multiple problems fleshed out into possible solutions, we prototyped and tested where possible for solidified insight. From here a solid foundation had been built, with postive feedback on prototype 2. I then began to refine the user journeys for purchasing users and enhancing the brand with high fidelity designs.

Marine Superstore eCommerce User Journey

The Solution:

Marine Superstore eCommerce Website Design

 

Marine Superstore eCommerce Website Design
Marine Superstore eCommerce Mobile Web Design
Marine Superstore eCommerce Mobile Web Design
Marine Superstore eCommerce Mobile Web Design
Marine Superstore eCommerce Mobile Web Design
Marine Superstore eCommerce Mobile Web Design
Marine Superstore eCommerce Mobile Web Design