UX/UI Audit Case Study for an Online Store

Problem Description

A user interface and experience (UX/UI) audit of the online store was conducted to identify shortcomings and provide recommendations for improving the site's usability. The goal is to increase the conversion of users into customers by enhancing navigation, information perception, and overall purchasing experience.

Project Objective

Optimize key design and functionality elements of the online store to improve customer satisfaction levels and increase the number of purchases.

Website Block Analysis

Logo and Branding

Issues:

- Insufficient visibility of the logo on the homepage.

- Lack of clear association between the brand and visual style.

Recommendations:

- Increase the size of the logo and place it at the top of the page.

- Use brand colors to highlight key elements.

Header

Issues:

- Absence of quick access to main product categories.

- Information overload, making perception difficult.

Recommendations:

- Add a drop-down category menu for simplified access.

- Minimize the number of active links and graphic elements.

Homepage

Issues:

- Unclear content structure, lack of clear zoning.

- Excessive banners and advertisements distract customers.

Recommendations:

- Create a clear hierarchy of pages and focus attention on key offers.

- Reduce the number of ads, highlighting only the most important promotions.

Product Catalog

Issues:

- Complicated product filtering, users have difficulty finding the desired product.

- Lack of sorting options by price, popularity, and other criteria.

Recommendations:

- Improve product filtering by adding an advanced filter with multiple parameters.

- Implement sorting options by different criteria (price, rating).

Product Page

Issues:

- Small product photos, inconvenient for viewing details.

- Insufficient detailed information about product specifications.

Recommendations:

- Enhance image quality and implement zoom-in functionality upon click.

- Include more technical specifications and product reviews.

Cart

Issues:

- Unable to see the total order amount without going to the cart.

- Non-informative display of delivery and payment status.

Recommendations:

- Show a mini-cart with the total amount directly on the site.

- Clearly indicate order processing stages and inform about delivery and payment methods.

Menu

Issues:

- Limited depth of nested menu items.

- Difficulty in finding specific product categories.

Recommendations:

- Expand the depth of menu nesting for better product classification.

- Use tooltips and pop-up windows to facilitate category selection.

Mobile Version

Issues:

- Low page loading speed on mobile devices.

- Problems with responsive layout, some elements are distorted.

Recommendations:

- Optimize the site for fast loading on smartphones.

- Fix bugs and make the interface intuitive for mobile screens.

Audit Results

The analysis identified weak points and developed improvement recommendations for each website block. After implementing the changes, an increase in visitor engagement, average order value, and a reduction in bounce rate are expected.

Conclusion

This audit identified deficiencies in the current user interface and proposed specific measures to enhance customer interaction quality. Following the recommendations will significantly boost the online store's performance metrics and ensure a comfortable shopping experience for users.

Project: Adverti