Improving e-commerce website usability

Celine

Project Overview

Celine need to improve the usability of their e-commerce website to ensure users have an experience that matches Celine's reputation as a high end fashion brand.

My Contributions

I was responsible for assessing and improving the websites usability and accessibility.

This was completed as part of a masters program.

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Aesthetic and minimal design heuristics are broken.

When carrying out a heuristics evaluation, it was clear that accessibility wasn't prioritised. The website does have a minimal aesthetic but doesn't follow important heuristics. For example

View Heuristics Evaluation

Simple tasks were taking longer than expected and users felt it.

Both navigating to a product and taking a product through the checkout proved inefficient and frustrating for the customer. Finding delivery details was unclear needed fixing as it was leaving customers lost, confused and frustrated.

“Going back here is always... eeee.!” - Participant 1

“Too much Reading” (Delivery information) - Participant 2

The website did not comply to WCAG 2.2 guidelines

38 violations were identified whilst conducting an accessibility evaluation.

View Accessibility Report

Design changes: Navigation Menu

The main focus of the redesign of the navigation menu was to reduce the cognitive load on the user. Techniques such as progressive disclosure were implemented to simplify the layout.

Design changes: Search & results

The search and results page redesign was all about improving functionality, and accessibility for the visually impaired (Colour Blindness).

Design changes: Product information

The focus on the product page was on improving the way information is displayed and organised.