Research
Analyze data & Interview the Internal Teams
Insight 1:
The conversion rate on our old website is below average.
Insight 2:
Most of our sales come from children's products, especially girls' dancewear.
Persona
Review the old website with potential clients
Design Process
Cross Team Discussion
We're using two separate backend systems for inventory and orders, so our first step is to determine what we can do and what we cannot.
Competitor Analysis
Examining our main competitors' websites and mobile apps, including interface design, navigation structure, and overall user journey.
Card Sorting
I conducted 10 card sorting sessions to define our navigation system. This process helped organize our product categories more intuitively.
Ideation
Low-Fi
Nav Bar Exploration
Information Architecture
Mid-Fi Ideation (Product Detail Page)
Mood Board
Testing
Task completion rate
100% of users successfully completed the purchase task
Navigation efficiency
85% of users successfully found products within 2 clicks
A/B Testing
Version B received higher user satisfaction scores.
A
B
Solution
Check the website at: https://stelleworld.com/
Implement a clear, hierarchical menu structure
Add breadcrumbs for easy navigation
Add filtering options (color, size etc.)
Include quick view functionality
Show color swatches on product thumbnails
Add a prominent "Quick buy" on product thumbnails
Replace the dropdown with clickable color dots, Show all available colors directly on the product page
Add a row of clickable thumbnails below the main product image, Enable easy switching between product images
Move the cart to side panel, Include a "You May Also Like" section to feature more relevant product
