Less than 28% of customers purchase products from the Lenovo online store.
How might we encourage customers to shop at Lenovo online store by improving customer experience?
Team
Me, myself, and I
Duration
2 weeks
Roles
UX Design, UI Design
Tools
Figma, ProtoPie, Photoshop
See full prototype
Setting the scene
During my internship at Lenovo, I was presented with the design challenge of redesigning the Lenovo online store to improve customer experience. I chose to focus on the checkout process and landing page.
What is not working in the checkout process and landing page?
Problem 1:
It takes a minimum of 5 clicks to add an item to the shopping cart. The checkout process needs to be streamlined.
Problem 2:
There are too much options and text laid out. Some could be hidden to improve hierarchy.
Problem 3:
The landing page is empty and needs more content.
Tackling the Problems
I first decided to conduct some research on other companies’ online store to better understand how to approach this issue. I created website audits on Apple, Acer, Dell, and HP’s sites. I chose to focus on the landing page, the browsing page, product page, and checkout process.
Website audit
I then conducted a comparative analysis with the same four companies.
Comparative analysis
First version
I started out with the design of the product page and the build specs. I used an existing design system at Lenovo called Cake.
For this design, I decided to utilize the iconic red dot of the Lenovo brand in the buttons to make the UI interaction more interesting.
Iterations & Final Design
I gave a short presentation to my mentor and co-workers after I finished the first version of my design to ask for their feedback. The session had been very helpful in determining my next steps. My mentor pointed out that instead of the concept the Lenovo red dot, I should lean more towards existing design that the customers are familiar with. I agree with my mentor, as my first version strays away from the existing design in my effort to be creative.
I decided to go back and look at the current design of the website and dug deeper into the Cake design system. Then I produced my final version.
