IX COMERCIO
In the case of IX COMERCIO, I will not focus solely on the development of a particular functionality, but rather highlight a variety of projects that addressed different needs. I will explore their creation process and the impact they generated.
My responsibility is to develop and enhance the user experience at all stages of purchase. I will start by showing some of the modifications made to the White Label to stay competitive and elevate customer satisfaction.
My Role
UX/UI Designer
Tools
Figma, Illustrator, Hotjar, Clarity
First Steps
IX COMERCIO is a company responsible for managing various e-commerce platforms for major brands in Latin America. It is dedicated to the administration and operation of these online stores, with the goal of selling directly to the end customer.
With this in mind, the first step is to create a strategy to assess the current level of customer satisfaction with the service provided by the platform.
Collecting Data
Collecting UX data is necessary to understand how users interact with the platform and to prioritize improvements. For this, we need data such as:
Quantitative data
Number of visitors
Total website traffic per month, per day.
Traffic source
Identifying where visitors come from.
Navigation behavior
Typical user navigation paths.
Bounce rate
Visitors who leave the site after visiting a single page.
Páginas de destino
Páginas específicas a las que llegan los usuarios.
Payment method
Most used payment methods.
Time on page
The amount of time visitors spend on each page.
Events
Specific user interactions on the site.
Bugs
Identifying pages that are generating errors.
Dispositivos utilizados
Tipo de dispositivos pc, tablet , smartphone.
Qualitative data
Value propositions
Typical user navigation paths
User recordings
Videos showing how users use the platform.
Surveys
Direct feedback on their opinions, preferences, and experiences.
Heatmaps
Hotspots where users interact most frequently.
Atención al cliente
Consultas, reclamos, problemas o solicitudes realizadas por los usuarios.
Analyze data
After analyzing the data, the following problems and improvement opportunities were identified, listed in order of priority:
1 ) Shipping quote errors
2 ) Discontent with product description information
3 ) Unclear value proposition compared to competitors
4 )Non-draggable product slider on the mobile version, making navigation inconvenient
01
Shipping quote errors
When reviewing the recordings, some issues were found with the shipping quote tool. Some customers with specific locations experienced extended loading times or encountered error messages, resulting in several customers abandoning the checkout process.
Solution
-After manually verifying all shipping options, the logic was improved to prevent potential errors.
-Users no longer need to fill out the entire form just to get a shipping quote, thus avoiding user frustrations.
–Conversion rates improved by 14% within one month after implementing these changes.
02
Discontent with the information displayed in the product description.
After analyzing user survey responses and comparing information with customer service, it was evident that users were dissatisfied with the information provided in the product descriptions.
Solution
After a lengthy process, alongside the operations, marketing, and customer service teams, strategies and templates were developed to ensure necessary information for each product and category.
03
The value proposition was not clear compared to the competition
When reviewing the main e-commerce platforms of the competition, it became apparent that their value propositions were unclear, which is crucial for conversion. Customers lacked a compelling reason beyond price to choose them.
Solution
Enhance communications throughout all stages of the process, considering that not all customers pass through the homepage. Therefore, it’s ideal to display this information on as many screens as possible.
Include value proposition banners on: Home, PLP.
Improve communication of promotions and financing.
04
The product slider on the mobile version is not draggable, making navigation inconvenient
The recordings showed that users were attempting to swipe the product images on the mobile version, but they were not responsive. Instead, users had to scroll down and manually click through each image, which was very inconvenient, especially considering that most users browse e-commerce sites on their phones.
Solution
A functionality proposal was provided to the development team, which was implemented in a sprint.
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