Translating in-store magic to
an e-commerce experience

Translating in-store magic to
an e-commerce experience

Lalik, a captivating self-care store in Amsterdam, curates a special selection of products like gemstones and Palo Santo, each with its own enchanting quality.

I was tasked of translating Lalik's in-store experience into an e-commerce webshop. Aiming to broaden it's market reach and create a digital space that captivates visitors, inviting them to explore and purchase with ease.

The challenge resulted in a magical, yet elegantly simple webshop that attracts customers with its charm and ensures a seamless checkout experience - a crucial element in driving sales and fostering customer loyalty.

MY ROLE

Research

UX/UI Design

Testing

TIMELINE

4 weeks

TOOLS

Figma

RESEARCH METHODS

Stakeholder Research

Competitive Analysis

Quantitative Research

Usability Testing

COMPANY

Lalik Café & Store

"I want to navigate products effectively, find all necessary information, and easily purchase them online because I don't have time to visit a physical store"

"I want to navigate products effectively, find all necessary information, and easily purchase them online because I don't have time to visit a physical store"

- a customer from Lalik's existing store, Oct 2023

- a customer from Lalik's existing store,
Oct 2023

User Research

The user research results are based on a survey to provide quantitative data:

70%

find it challenging to find information about products

find it challenging to find information about products

65%

don't want to spend much time to purchasing online

don't want to spend much time to purchasing online

45%

buy self-care products occasionally

45%

buy self-care products occasionally

85%

get frustrated when they can't navigate easily

85%

get frustrated when they can't navigate easily

60%

only buy a self-care product with certain ingredients

only buy a self-care product with certain ingredients

70%

only buy a self-care product when know the benenfits and how to use it

only buy a self-care product when know the benenfits and how to use it

Add-to-Cart Overlay

Thorough attention was given to the Add-to-Cart design in order to tackle issues identified through user research. Creating an overlay cart can offer several benefits:

Efficient Product Management

Users can quickly adjust items without redirection, streamlining the process.

Enhanced User Control

Features like real-time updates empower users to manage their cart confidently.

Instant Visibility

Overlay carts prominently display selected items and checkout options.

Instant Visibility

Overlay carts prominently display selected items and checkout options.

Reduced Abandonment Rates

By keeping users engaged, overlay carts minimize cart abandonment.

Reduced Abandonment Rates

By keeping users engaged, overlay carts minimize cart abandonment.

Improved Conversion Rates

Overlay carts simplify checkout, leading to higher conversion rates.

Seamless Shopping Experience

Managing cart without leaving the page, ensuring uninterrupted shopping.

Checkout Flow

Based on user research I included the following in the checkout flow:

Overview

Ensures transparency, allows users to verify their selections, enhancing trust and reducing errors during checkout.

Progress bar

Helps users understand where they are + gives them sense of control and navigate with ease.

Sign in for faster checkout

Streamlines the process for returning customers, saving them time and effort.

Sign in for faster checkout

Streamlines the process for returning customers, saving them time and effort.

Form feedback

Helps users correct mistakes efficiently and ensures a smoother completion, reducing frustration.

Form feedback

Helps users correct mistakes efficiently and ensures a smoother completion, reducing frustration.

Multiple payment options

Caters to the diverse preferences and captures a wider range of customers.

Purchase confirmation

To reassure users that their order has been successful.

By focusing on creating a seamless and fast checkout experience, it not only makes it easier for users to complete their purchases but also increases the likelihood that they will return in the future. This can lead to higher customer satisfaction and more repeat purchases.

Conclusion

The insights from the quantitative research and the feedback gathered through user/usability testing greatly contributed to the creation of Lalik's e-commerce website.

While the e-commerce website didn't launch, to track success and impact,
I would monitor the following in order to track and improve results.

#1 Conversion rate

Track the percentage of website visitors who actually purchase products.

#2 User engagement

Measure page views, time and duration users spend on the website, and analyse which products are saved for how long.

#3 Sales revenue

Monitor the total income, type of sold products and repeated purchases.

#4 Customer feedback

Gather comments, reviews, and ratings from customers to understand their satisfaction levels, identify areas to enhance the user experience and sales.

YEAR

2023/24

RESEARCH TEAM

Kathy Shahwaladi

Siw

Siw K.

Get in touch.

Let's connect.

michele.dekker@gmail.com

© Design & Framer made | Michèle Dekker 2024

Get in touch.

Let's connect.

© Design & Framer.com | Michèle Dekker 2024

© Design & Framer.com | Michèle Dekker 2024

© Design & Framer.com | Michèle Dekker 2024