openshop e-commerce website and app

Tasks: primary and secondary research, data analysis, wireframing, prototyping, front-end development.

Background

openshop is a company whose main products are a home-shopping channel and an e-commerce platform.

For a long time, the stereotypical target audience of home shopping has been middle-aged women and housewives with a disposable income, and one of openshop’s main goals was to expand to a younger audience.

Scope

Rebranding and redesigning the flow for the e-commerce website and mobile app, with an emphasis on appealing to a younger audience while keeping the main flows easy to learn for the current audience.

Process

I ran primary research on competitors and current modern shopping platforms, as well as surveys of current customers to gain improvement insights from their feedback.

Secondary research used data collected during and after the soft launch, through Google Analytics and an internal data tracking system.

The results were then analysed and brainstormed with the media design team, to craft a design system that works seamlessly across TV and digital.

As the only UI/UX designer on the team, I was in charge of the UI/UX of both the new website and app.

Result

With the relaunch of the website and app, we saw a steady rise in users in the 18–24 and 25–34 age groups (142% and 3% increases, respectively).