Client
Client
Narkha
Narkha
Narkha
My Role
My Role
UX Design
UX Design
UX Design
Team
Team
Vinaya Naikar
Vinaya Naikar
Vinaya Naikar
Timeline
Timeline
8 weeks
8 weeks
8 weeks
Overview
Overview
As an intern at Narkha, I had the privilege of contributing to several impactful projects that significantly advanced the company's success. One notable project involved enhancing Narkha's online presence through a comprehensive website redesign.
As an intern at Narkha, I had the privilege of contributing to several impactful projects that significantly advanced the company's success. One notable project involved enhancing Narkha's online presence through a comprehensive website redesign.
As an intern at Narkha, I had the privilege of contributing to several impactful projects that significantly advanced the company's success. One notable project involved enhancing Narkha's online presence through a comprehensive website redesign.
Initial Discovery
Initial Discovery
I noted these 3 issues through the client kickoff meeting:
I noted these 3 issues through the client kickoff meeting:
I noted these 3 issues through the client kickoff meeting:
High bounce rates
High bounce rates
High bounce rates
Low user retention
Low user retention
Low user retention
Cart abandonment
Cart abandonment
Cart abandonment
Research & Discovery
Research & Discovery
Why is the existing website facing these issues?
Why is the existing website facing these issues?
Why is the existing website facing these issues?
Before jumping into the design, I wanted to understand the psychology that drives customers to online shopping. I also wanted to analyze the issues with the existing website.
Before jumping into the design, I wanted to understand the psychology that drives customers to online shopping. I also wanted to analyze the issues with the existing website.
Before jumping into the design, I wanted to understand the psychology that drives customers to online shopping. I also wanted to analyze the issues with the existing website.
Key takeaways
Key takeaways
E-commerce stores need to adapt mobile-first approach to drive sales because of the ubiquitous nature of mobile phones.
E-commerce stores need to adapt mobile-first approach to drive sales because of the ubiquitous nature of mobile phones.
E-commerce stores need to adapt mobile-first approach to drive sales because of the ubiquitous nature of mobile phones.
Use elements that incorporate trust. For example: Human mockups instead of computer generated mockups
The website must use simple language.
CTA buttons should be clearly visible.
The website should have a strong branding to ensure trust.
Use elements that incorporate trust. For example: Human mockups instead of computer generated mockups
The website must use simple language.
CTA buttons should be clearly visible.
The website should have a strong branding to ensure trust.
Use elements that incorporate trust. For example: Human mockups instead of computer generated mockups
The website must use simple language.
CTA buttons should be clearly visible.
The website should have a strong branding to ensure trust.
Competitor Analysis
Competitor Analysis
I then conducted Competitor Analysis to analyze how competitors have implemented these findings
I then conducted Competitor Analysis to analyze how competitors have implemented these findings
I then conducted Competitor Analysis to analyze how competitors have implemented these findings
Key takeaways
Key takeaways
The website must have clear categories and CTAs.
Visual aesthetics are important.
Simple & consistent navigation.
The website must have clear categories and CTAs.
Visual aesthetics are important.
Simple & consistent navigation.
The website must have clear categories and CTAs.
Visual aesthetics are important.
Simple & consistent navigation.
Heuristic Evaluation
Heuristic Evaluation
With this in mind, I performed a Heuristic Evaluation on Narkha’s website to identify issues
With this in mind, I performed a Heuristic Evaluation on Narkha’s website to identify issues
With this in mind, I performed a Heuristic Evaluation on Narkha’s website to identify issues
From my desk research and heuristic evaluation, I identified that Cash on Delivery (COD) is a critical feature for the target market, yet it was missing from the website.
From my desk research and heuristic evaluation, I identified that Cash on Delivery (COD) is a critical feature for the target market, yet it was missing from the website.
From my desk research and heuristic evaluation, I identified that Cash on Delivery (COD) is a critical feature for the target market, yet it was missing from the website.
Confusing website structure
Confusing website structure
Confusing website structure
The website's lack of a clear structure led to user confusion while browsing. Example: Categories hidden within nested menus. Needed 3 clicks to find ‘Men’s Clothing’ category.
The website's lack of a clear structure led to user confusion while browsing. Example: Categories hidden within nested menus. Needed 3 clicks to find ‘Men’s Clothing’ category.
The website's lack of a clear structure led to user confusion while browsing. Example: Categories hidden within nested menus. Needed 3 clicks to find ‘Men’s Clothing’ category.
Unclear CTAs
Unclear CTAs
Unclear CTAs
The absence of clear calls to action left customers without an obvious path to make purchases.
The absence of clear calls to action left customers without an obvious path to make purchases.
The absence of clear calls to action left customers without an obvious path to make purchases.
Inconsistent Navigation
Inconsistent Navigation
Inconsistent Navigation
For example, when users clicked on the 'Best of 2021' category, it unexpectedly redirected them to the homepage, where all product and theme sections were highlighted, indicating selection, causing confusion and preventing users from reversing their actions.
For example, when users clicked on the 'Best of 2021' category, it unexpectedly redirected them to the homepage, where all product and theme sections were highlighted, indicating selection, causing confusion and preventing users from reversing their actions.
For example, when users clicked on the 'Best of 2021' category, it unexpectedly redirected them to the homepage, where all product and theme sections were highlighted, indicating selection, causing confusion and preventing users from reversing their actions.
Inconsistency in visual design
Inconsistency in visual design
Inconsistency in visual design
The website lacked brand identity and visual aesthetics.
The website lacked brand identity and visual aesthetics.
The website lacked brand identity and visual aesthetics.
Lack of mobile friendliness
Lack of mobile friendliness
Lack of mobile friendliness
The website was not optimized for mobile devices.
The website was not optimized for mobile devices.
The website was not optimized for mobile devices.
Usability Testing
Usability Testing
I designed 3 tasks based on the heuristic evaluation
I designed 3 tasks based on the heuristic evaluation
I designed 3 tasks based on the heuristic evaluation
Add the ‘Alpha 1.1 T-shirt’ product from the Men’s Clothing category to cart.
Add a hoodie of your choice to cart and proceed to checkout.
Explore the ‘New Arrivals’ section and select an item of your choice.
Add the ‘Alpha 1.1 T-shirt’ product from the Men’s Clothing category to cart.
Add a hoodie of your choice to cart and proceed to checkout.
Explore the ‘New Arrivals’ section and select an item of your choice.
Add the ‘Alpha 1.1 T-shirt’ product from the Men’s Clothing category to cart.
Add a hoodie of your choice to cart and proceed to checkout.
Explore the ‘New Arrivals’ section and select an item of your choice.
Here's what I found from the Usability Testing:
Here's what I found from the Usability Testing:
Here's what I found from the Usability Testing:
Discoverability Issues
Poor error prevention and recovery
Consistency and standards
Visibility of system status
Discoverability Issues
Poor error prevention and recovery
Consistency and standards
Visibility of system status
Discoverability Issues
Poor error prevention and recovery
Consistency and standards
Visibility of system status
Based on the observations in the usability test, I created a journey map taken by users to understand and highlight the valley of opportunity.
Based on the observations in the usability test, I created a journey map taken by users to understand and highlight the valley of opportunity.
Based on the observations in the usability test, I created a journey map taken by users to understand and highlight the valley of opportunity.
One of the issues identified during the initial discovery phase was low user retention. This was probably because the website lacked a clear user flow. Therefore, I created a user flow to understand the path that users can take while navigating the website.
One of the issues identified during the initial discovery phase was low user retention. This was probably because the website lacked a clear user flow. Therefore, I created a user flow to understand the path that users can take while navigating the website.
One of the issues identified during the initial discovery phase was low user retention. This was probably because the website lacked a clear user flow. Therefore, I created a user flow to understand the path that users can take while navigating the website.
How might we…
How might we…
Improve the user experience of the website to increase customer engagement & conversion rates?
Improve the user experience of the website to increase customer engagement & conversion rates?
Improve the user experience of the website to increase customer engagement & conversion rates?
Designs
Designs
What did I do about these findings?
What did I do about these findings?
What did I do about these findings?
After analyzing the research data and having multiple critiques from stakeholders, we collectively arrived at a series of well-informed decisions to focus on the following:
Clear website structure
Consistent navigation
Clear call-to-action buttons
Visual Aesthetics
Adding COD payment option
After analyzing the research data and having multiple critiques from stakeholders, we collectively arrived at a series of well-informed decisions to focus on the following:
Clear website structure
Consistent navigation
Clear call-to-action buttons
Visual Aesthetics
Adding COD payment option
After analyzing the research data and having multiple critiques from stakeholders, we collectively arrived at a series of well-informed decisions to focus on the following:
Clear website structure
Consistent navigation
Clear call-to-action buttons
Visual Aesthetics
Adding COD payment option
Initially my designs were too ambitious and not easy to develop. So after considering the business constraints, I refined the designs through different iterations and picked the design that was most intuitive and made the best use of available space.
Initially my designs were too ambitious and not easy to develop. So after considering the business constraints, I refined the designs through different iterations and picked the design that was most intuitive and made the best use of available space.
Initially my designs were too ambitious and not easy to develop. So after considering the business constraints, I refined the designs through different iterations and picked the design that was most intuitive and made the best use of available space.
Style Guide
Style Guide
Typography
Typography
Typography
Gloock
Gloock
Gloock
Work Sans
Work Sans
Work Sans
Color Palette
Color Palette
Blue and black were chosen as the primary colors for the website to showcase the company's fearless attitude while simultaneously cultivating a sense of trust and loyalty among the customer base.
Blue and black were chosen as the primary colors for the website to showcase the company's fearless attitude while simultaneously cultivating a sense of trust and loyalty among the customer base.
Blue and black were chosen as the primary colors for the website to showcase the company's fearless attitude while simultaneously cultivating a sense of trust and loyalty among the customer base.
Final Designs
Final Designs
High-Fidelity Mockups
High-Fidelity Mockups
After finalizing the sketches and defining our style guide, we began the final lap of this challenge, which was to design the high fidelity screens.
After finalizing the sketches and defining our style guide, we began the final lap of this challenge, which was to design the high fidelity screens.
After finalizing the sketches and defining our style guide, we began the final lap of this challenge, which was to design the high fidelity screens.
01.
01.
Homepage
Homepage
The landing page features a segment on the most recent collection or any discounts, which engages users and encourages them to browse through the products.
The landing page features a segment on the most recent collection or any discounts, which engages users and encourages them to browse through the products.
The landing page features a segment on the most recent collection or any discounts, which engages users and encourages them to browse through the products.
Users can browse through different categories and search for products.
Users can browse through different categories and search for products.
Users can browse through different categories and search for products.
The homepage also shows a discount code users can avail at checkout, motivating them to purchase products.
The homepage also shows a discount code users can avail at checkout, motivating them to purchase products.
The homepage also shows a discount code users can avail at checkout, motivating them to purchase products.
02.
02.
Product Screen
Product Screen
Users can view the products, browse through ratings and reviews and select preferences of size and color.
Users can view the products, browse through ratings and reviews and select preferences of size and color.
Users can view the products, browse through ratings and reviews and select preferences of size and color.
Colors are limited to 3 options to help the user make a quick decision and complete their purchase. Too many options lead to decision fatigue and hence no sale.
Colors are limited to 3 options to help the user make a quick decision and complete their purchase. Too many options lead to decision fatigue and hence no sale.
Colors are limited to 3 options to help the user make a quick decision and complete their purchase. Too many options lead to decision fatigue and hence no sale.
03.
03.
Shopping Cart
Shopping Cart
Users can view details of the products and adjust the quantity of products or delete products as per their convenience.
Users can view details of the products and adjust the quantity of products or delete products as per their convenience.
Users can view details of the products and adjust the quantity of products or delete products as per their convenience.
04.
04.
Payment Page
Payment Page
Users can choose the mode of payment they prefer. COD is an important feature for the target audience to build trust in the company.
Users can choose the mode of payment they prefer. COD is an important feature for the target audience to build trust in the company.
Users can choose the mode of payment they prefer. COD is an important feature for the target audience to build trust in the company.
My Reflections
My Reflections
My Reflections
Acquired practical insights into developing projects for real-time deployment, mastering the unique challenges and requirements of such environments.
Mastered clear and concise communication within a multidisciplinary team, crucial for navigating project constraints and ensuring smooth collaboration.
Benefited from direct mentorship by company founders, gaining invaluable guidance and expertise in navigating industry challenges.
Cultivated assertiveness to advocate for optimal design solutions, highlighting the importance of diverse perspectives in decision-making processes.
Developed a keen eye for designing solutions that prioritize user experience, contributing significantly to the success and impact of the project.
Acquired practical insights into developing projects for real-time deployment, mastering the unique challenges and requirements of such environments.
Mastered clear and concise communication within a multidisciplinary team, crucial for navigating project constraints and ensuring smooth collaboration.
Benefited from direct mentorship by company founders, gaining invaluable guidance and expertise in navigating industry challenges.
Cultivated assertiveness to advocate for optimal design solutions, highlighting the importance of diverse perspectives in decision-making processes.
Developed a keen eye for designing solutions that prioritize user experience, contributing significantly to the success and impact of the project.
Acquired practical insights into developing projects for real-time deployment, mastering the unique challenges and requirements of such environments.
Mastered clear and concise communication within a multidisciplinary team, crucial for navigating project constraints and ensuring smooth collaboration.
Benefited from direct mentorship by company founders, gaining invaluable guidance and expertise in navigating industry challenges.
Cultivated assertiveness to advocate for optimal design solutions, highlighting the importance of diverse perspectives in decision-making processes.
Developed a keen eye for designing solutions that prioritize user experience, contributing significantly to the success and impact of the project.
Like what you see?
Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu
Like what you see?
Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu
Like what you see?
Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu