Revamp the luxury travel e-commerce experience
Luxury Travel Retail
A hybrid card sorting activity using "Optimal Workshop" was conducted to allow users to categorize products and restructure the information architecture of the digital e-commerce platform. The goal was to align the platform with the expectations of both Chinese and international user groups.
Leveraging insights from the card sorting study, we made informed design decisions to optimize the site structure specifically for Chinese customers.
The client aims to enhance the digital experience for Chinese travelers in response to the growing popularity of Daigou.
The main focus was to revamp the original website, which primarily served as a product display platform rather than a purchasing platform. The existing website structure was outdated and required significant improvements. Therefore, the key objective was to design essential features and experiences to enhance the purchase journey. This involved redesigning elements such as navigation, filtering options, cart functionality, and pickup information.
I led the card sorting tests to define the website navigation and incorporated consumer insights into the design process, ensuring alignment with the preferences of Chinese consumers. Additionally, I was responsible for creating UX wireframes and prototypes, and integrating usability testing findings to enhance the final experience.
Restructure IA through Card-sorting
Build and test with Axure
To support the complex logic of the product, including location-based variations and dynamic content, we utilized Axure for interaction design and prototyping. Through usability testing, we rapidly iterated on prototypes based on user feedback, streamlining the design iteration process and enhancing efficiency.
Deliver with clarity
Leveraging insights from usability testing, the final design delivered a more intuitive user journey. We successfully crafted experiences for both "shop-able" and "non-shopable" scenarios, ensuring a seamless user experience. Additionally, we provided clear and detailed annotations for a smooth handover to the development team.
