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Shabbir Faizy

SpryBike - Sales conversion

e-commerce design

An E-commerce website plays a vital role in today's digital world with its increasing demand from all across the world to get products online. This has led to numerous e-commerce websites on the market for users to choose from with an increase in competition among the e-commerce brands.

So I took this project to improve the conversion from browse to completion of checkout to increase revenue on the product’s web experience of a bike selling brand.

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TIMELINE
2 months (Jan '21 - Mar '20)

ROLE
UI UX Designer

RESPONSIBILITIES

Branding, research, design, validate

Context
Research
Synthesis
Ideation
Design
validation

Context

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Sprybike is a Web e-commerce application that sells all types of bikes online ranging from different series to different categories.

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  • Data that shows 50% of users open on average 7 item pages and then abandon the site without moving any items into the cart. Hypothesis is that users are unable to determine which bike is best based on relative features.

  • Additionally, 70% of users who place an item in the cart do not purchase. Data shows that users abandon the cart at the registration page. Right now, users must make an account to purchase. 

50 %

users abandon site after viewing product without moving any items to cart

70 %

users who place item in cart do not purchase

Project goal

Improve the conversion from browse to completion of checkout to increase revenue on the product’s web experience.

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Research

What are other e-commerce industry leaders doing to engage potential customers leading to conversion?

The research was done on three e-commerce industry leaders and both likes and dislikes were noted down.

AMAZON

Amazon.com, Inc. is an American multinational technology company based in Seattle, Washington, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.

Detailed product information page covering all possible information needed to buy a bike.

Question and answers section to cover frequently asked questions of the customer

TARGET

Target Corporation is an American retail corporation. The eighth-largest retailer in the United States, it is a component of the S&P 500 Index.  Provides online and in-store for everything from groceries and essentials to clothing and electronics. Choose contactless pickup or delivery today.

Quick view of the product showing all basic information

Dropdown filter section covering the whole page with all filters avoiding vertical scroll making it easy to get all filters glance at once

TREKBIKES

Trekbikes is an online bike purchasing website that lets you buy bikes delivered at a nearby retail store.

Bikes comparison section showing a detailed comparison to help the user decide better for one product without confusion

Size guide feature to help the user choose an appropriately sized bike with measurements that suits its use.

Interviewing my target users

   My target users had following characteristics​

  • 24 - 38 years old

  • User base is 72% men

  • They take biking very seriously. They will spend a lot of money on this investment so are very picky and do their research

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After carefully searching I interviewed three of my target users to gather some insight on their thoughts of purchasing bikes online .

I like doing proper research , searching at different sites and comparing before buying a bike​

User Quotes

i like doing proper research and comparing product in different sites 

I look for extra features and rewards along with bikes 

I look to purchase after going through the review section to better understand the experience of product

I would prefer a bike with good features with all specifications and details available on site.

Synthesis

DAVID

age - 32

Software Developer

lives in Himachal

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ATTRIBUTES

  • Health Freak

  • Conscious of diet​

  • Full time job

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PAIN POINTS

  • Trust issues with described and shipped product , takes reference from reviews.

GOALS

  • Likes perks and incentives with products , and will search for it.

  • Comparison of product before buying

Personas

FRANK

age - 25

College student

lives in Los Angeles

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ATTRIBUTES

  • Uses bike to reach college and hanging out with friends

  • likes high speed geared bikes

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PAIN POINTS

  • taking reference from various sites to choose that one good bike

  • long checkout process

GOALS

  • Prefers maximum time on reading reviews while purchasing for bike​

  • Likes bike with good and latest features

Asking the How Might Wes

I always try to ask the correct HOW MIGHT WE's as it helps keep me focussed towards user needs.

i came up with following HOW MIGHT WE that covers both user and business needs

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  • How can we prevent user from confusing on selecting which bike is best for him based on relative features ?

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  • How might we prevent user from abandoning site after viewing some product without moving any items to cart?

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  • How might we increase conversion of product from cart to purchase ?

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  • How might we prevent users from abandoning cart at registration page ?

Journey Map

Ideation

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​Generating Ideas for my How Might We's

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  • How can we prevent user from confusing on selecting which bike is best for him based on relative features ?

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                     Introducing a comparison feature

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  • How might we prevent user from abandoning site after viewing some product without moving any items to cart?

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                     Quick View of products and good review section​

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  • How might we increase conversion of product from cart to purchase ?                                                                                            

  •                               Perks and incentives.   

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  • How might we prevent users from abandoning cart at registration page ?

             

                      Guest checkout

Low fidelity sketches 

I quickly made my low fidelity sketches to put together my ideas 

Home page

Carousels with menu bar having options for category , types and accessories

Products 

Tiles listing of product with a feature of comparison along with filters

Quick View

Quick view of products showing different images and short info

Product Details

Providing all details of the product with size guide, reviews and FAQ

Shopping cart

An easy shopping cart with preferred guest checkout option

Checkout 1

Checkout 2

Style guide and Branding

Design

Lets dive into my high fidelity designs

Home page

Products

Compare selection

Comparison

Quick view

Product Description

Add products to cart

Shopping cart

Checkout

Usability testing with my target users

Usability testing was conducted on my target users where they were closely observed performing a task given and also shared experience while performing the task.

I successfully gathered some vital changes that my design lacked and implemented to those to get my final design

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I made some changes to my shopping cart page.

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  • Changing heading to SECURE CHECKOUT AS A GUEST , as users were having doubt wether this page is meant for guest checkout or they required to sign in.

  • Addition of Accessories card to make the user do quick buy for small priced items , as some users were interested for such ad-ons to make their bike distinct.

Interactive prototype

Thank you

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