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

  1. Add the ‘Alpha 1.1 T-shirt’ product from the Men’s Clothing category to cart.

  2. Add a hoodie of your choice to cart and proceed to checkout.

  3. Explore the ‘New Arrivals’ section and select an item of your choice.

  1. Add the ‘Alpha 1.1 T-shirt’ product from the Men’s Clothing category to cart.

  2. Add a hoodie of your choice to cart and proceed to checkout.

  3. Explore the ‘New Arrivals’ section and select an item of your choice.

  1. Add the ‘Alpha 1.1 T-shirt’ product from the Men’s Clothing category to cart.

  2. Add a hoodie of your choice to cart and proceed to checkout.

  3. 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:

  1. Clear website structure

  2. Consistent navigation

  3. Clear call-to-action buttons

  4. Visual Aesthetics

  5. 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:

  1. Clear website structure

  2. Consistent navigation

  3. Clear call-to-action buttons

  4. Visual Aesthetics

  5. 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:

  1. Clear website structure

  2. Consistent navigation

  3. Clear call-to-action buttons

  4. Visual Aesthetics

  5. 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.

Thanks for stopping by!

Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu

Thanks for stopping by!

Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu

Thanks for stopping by!

Get in touch with me on LinkedIn or email me at vn9336@g.rit.edu