My Location:

Remote

I Worked on :

UX Design

Tools:

Figma | Wix

Team:

Solo Project

Clients Needs:

My client works for a good cause supporting artisans from Ghana and is certified (MWBE) Minority and Women-owned Businesses Employment, and I had the privilege to work with her.

Being in New York City, my client could participate in different exhibits and got a tremendously good response. She had an excellent online presence for marketing her product, but she needed to get a better response when it came to the website.

My first impression "Unclear value proposition" 

When I studied the website, it focused more on the owner and her blogs than her products. But should the highlight of an eCommerce website be its products or the owner? It was something I should find out from the target customer. 

Research:

I created a survey to find out what the target audiences are most interested in while making an online purchase. The survey revealed that-

1.  40% of the audience makes purchases from a well-known brand. 
2. 0% were interested in the owner of the brand.
3. 80% of audiences were interested in learning the quality of the product 
4. 86.7% were interested in the product reviews.
   

To dig deeper and understand the psychology behind making certain decisions regarding online shopping, I interviewed 10 people who had participated in the survey. 

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 "What makes them decide to buy from a particular website? And why?

8 out of 10 users said the beautiful images of the products and the reviews from previous customers attract them the most. 

Pictures and reviews/testimony shows the product's quality and builds trust with the brand. 

Implementation

 Based on the findings, three things were clear:

1. Work on value proposition by:

1.  Bring focus to the product. 
2. Presenting good pictures.
3. Revealing the products' unique features, which are handmade, multifunctional, and sustainable.
4. Demonstrating the process of crafting these handmade products by Ghana Artisans using videos and images that show authenticity. 
   

2. Work on the Information Architecture by

Organizing the above content cleverly so TMRV website customers would gain trust and make purchases.

3. Bringing attention to the customers' reviews by

Sharing the reviews and images of the customers who purchased from the TMRV.
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The result:

1. The bounce rate decreased by 30%.
2. There is a 15 % increase in online purchases.
3. Customers' review on online purchased items demonstrated their confidence in the brands.

My work and case study is published by UX Bootcamp on Medium. View

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