Design
Thinking
I harnessed design thinking approach inculcating problem-solving that focused on empathy, ideation, and experimentation.
User
Persona
Prathamesh Jondhalekar
Software Developer, India
Description
A 23-year-old tech enthusiast who enjoys weekend shopping online and in stores, prioritising discounts, offers, and trustworthiness to get the most out of deals.
Key Traits
Discount Hunter - motivated by savings and actively seeks out promotions.
Tech-Savvy - Prefers few trusted e-commerce websites with a similar UI designs.
In-Store Shopper - enjoys weekend shopping online and in stores.
Goals
He wants to seek a reliable source and maximise the benefits from the deals.
Technographics
Phone - iOS
Laptop - Mac OS
Brand Affinity
Empathy
Mapping
The user have been tested with an existing e-commerce website unfamiliar to him.
Says
He is frustrated with the app's complex interface. He wants to browse products without constantly selecting subcategories and sub-subcategories.
I feel frustrated by long form fields.
Thinks
He wants website to provide accurate recommendations based on the purchase history.
He finds no significant distinction between the website under evaluation and others.
Feels
Frustrated when by long form fields.
Anxious when he heads towards the payment section.
Motivated by cash backs.
Feels insecure at the payment section.
Does
Uses the e-commerce websites on weekends.
Frequently multitasks while using the app.
Makes sure to seek every information about the product before purchasing.
Avoids making account.
Information
Architecture
Landing page
Elements
- Banner 1
- Banner 2
- Banner 3
Create new item
Product tiles
Product cards
Item list
Deals
Trending
New
Sponsored
Product catalog
Category 1
Subcategory 1
Subcategory 2
Subcategory 3
Subcategory 4
Section
Home Page
Search/ Sub category selection/ Click through
Instructions- includes elements both for search based results and sub category results
Banners
Best sellers
In the spotlight
Subcategories
Surveys
Sponsored
Items
Product Catalog
Product Catalog
Description
Quantity
Quantity/ buck
Items
Product image
Name
Ratings
Total reviews
Discount
Price
Discounted price
Product Card Info
Product Card
Section
- Essential
- Grocery
Place order
Make deal perfect
Feature
Number of items
Cart items
Subsection
- Stores starting at
- Recently visited
- Wishlist
Action
Action
Section
Cart Section
E-commerce website
Common Footer, Nav bar, Filter & Sort by Section
Logo
Search/text, upload photo
Sign In/Account
Cart
Menu
Elements:
- Trending
- Discounts
- Home & garden
- Elech & tech
- Glam & wellness
- Grocery
Category list
Category list
Nav Bar
Price
Delivery
Brand
Availability
Ratings
Filters
Relevance
Popularity
Price- low to high
price- high to low
Newest
Sort by
Filter and Sort by
About us
Careers
Sell
Investors
Advertise
About
About
Terms of use
Privacy
return policy
Payments
shipping
return item
FAQ
Items
Customer Service
Items
Socials
help center
call us
customer service
shopping assistance
Items
Secondary/Subscription
Contact us
Footer
404 page
Accordion Style Checkout
Account
Instructions- to checkout faster
Password
Personal info
Sign in with Google
Sign in with Twitter
Sign in with Facebook
Sign In
Full Name
Phone number
Password
Continue
Personal info
Sign up with Google
Sign up with Twitter
Sign up with Facebook
Sign Up
Instructions-
why email is needed?
assuring them that they can create after checkout too
Personal info
radio button/subscribe (already checked out)
Checkout as guest
Full Name
Phone number
Address line 1
Address line 2
Add company name
Zip/Postal code
dropdown/City (autofills post zip/postal code/editable)
dropdown/State (autofills post zip/postal code/editable)
Landmark (opt)
Radio button/Billing address (already checked out)
Detect current location
Personal info
Button/edit
Shipping
Credit/Debit Card
Other online option 1
Other online option 2
Card no
MM/YY
CVC (info)
radio button/Save details
Personal info
Button/Pay option
Instructions-Payment method, Terms & policy
Other online option 1
Continue
Payment
Common Footer & Order Summary Section
Instructions:
All payments are secured by, ‘company name’.
Expand/Collapse cart order
Elements:
- Item 1
- Item 2
- Item 3
- Item subtotal
- Shipping cost
- Savings
- Total
Item list
Item list
Order/ Cart Summary
Terms of use
Privacy
return policy
payments
shipping
Items
Customer Service
help center
call us
customer service
shopping assistance
Items
Secondary/Subscription
Contact us
Footer
Tools
&
Grid
System
Figma
Max Width: 1440px
Column: 12 cols
Gutter Width: 20px
Margin Width: 24px
Typography
&
Colors
Aa
Open Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
#D9D9D9D
#000000
#5E5E5E
#2AA2E5
#FFFFFF
#C9E2F0
Project
Duration
Built in
18
Days
14
Days
Designing
More than
Hrs
28
Research
More than
Hrs
72
Strategy
More than
Hrs
6
Iteration
Idea
Designed for discount-seeking and streamlined shoppers, this e-commerce site ensures an effortless, hassle-free shopping experience. With tailored filters, predictive design, and cart optimization features to personalize the user journey.
Role
This was an individual concept project and I was responsible for the entire end-to-end design process.
Method
I harnessed design thinking approach inculcating problem-solving that focused on empathy, ideation, and experimentation.
Business analysis, competitive analysis, comparative analysis, user research, user flow, wireframing, prototyping, usability testing, heuristic evaluation, refining and iteration.
Approach
I initially analysed the current user flow of existing websites and made comparisons. I then brainstormed ideas based on the current pain points and translated into features on the website. Followed with some testing and iterations.
For whom this website is for?
The design is built for people who prioritize effortless shopping, less cognitive load, and interaction repetition.
It caters to users seeking a seamless experience, especially discount-conscious shoppers looking to maximize their deals.
E-commerce website
UI/UX Design • Seamless and Profit Breakout
Head
Straight To
Process