Background

Founded in Amsterdam, Netherlands, 181 is a renowned lighting manufacturer known for their innovative and sustainable lighting solutions. With a strong presence in both the local and international markets, they aim to illuminate homes and businesses with their high-quality products. Despite having an official website complete with an e-commerce platform, they faced significant challenges in delivering a seamless online shopping experience to their customers. As a freelance designer, I was approached by the CIO to conduct product research and competitor analysis, focusing on user needs, identifying areas for improvement, and offering best practice recommendations.

Challenges

The existing website’s user interface (UI) was not informative enough, leading to a poor overall user experience. Customers found it difficult to navigate the site, resulting in frustration and a lower conversion rate. The primary task was to research user behavior, identify pain points, and benchmark against competitors in the same field to enhance the UI and improve the user experience.

Goals

1. Competitive Benchmarking: Analyze competitor websites to identify best practices and areas for improvement.
2. Increase Conversion Rates: Improve the online shopping experience to boost customer satisfaction and drive sales.
3. Enhance User Experience: Redesign the shopping experience to provide a more intuitive and informative UI.

Results

• Improved Navigation: The revamped UI made it easier for users to find products and information.
• Enhanced Product Pages: Detailed product descriptions and high-quality images
• Seamless Checkout Process: A simplified checkout process reduced cart abandonment rates and increased conversions.