Responsive web design
Dec 2020
UX/UI Designer
Store Owner, Developers
Hi elf.elf was founded in 2016 selling handmade aroma stone and fragrance refills online at Pinkoi, an e-commerce platform. As a start-up, the business chooses the e-commerce platform to sell the products, which limited the growth of the branding and tells the brand story.
After speaking with the owner, she would like to move her online business from Pinkoi to an individual responsive website.
The shop story on Pinkoi e-commerce platform has lots of limitations no images, no colour scheme, no videos, with limited words and format), which customers also have limited access to the brand story and how the products were being made (especially this is handmade products).
Branding can influence a brand including product, price, history, quality, marketing, and values, which are something the owner cares about this change (moving from e-commerce to an individual responsive web design).
The listing category and Tag(s) in Pinkoi e-commerce platform can only generate the category through some keywords and hashtags which also would not be able to sort them in order (such as arrange them in alphabetic order).
Product classification is a key to uncovering the reasons behind the customer's buying behaviour, which is also the key to better market products.
Hi elf-elf mainly focuses on selling handmade cement aroma stones with essential oil. The product details on Pinkoi e-commerce platform only provide a few types of product details and there are no images and videos allowed on the platform.
Adding the images and how to use the product information are one of the marketing resources to promote the brand and the products from all the competitors.
Brainstorming
Sitemap
User Flow
Competitor Analysis
User Interview
Card Sorting
Persona
UI Kit
Featured Design
Sketch
Wireframe
Hi-fi Prototype
User interview
We need to understand the pros and cons of these two platforms before digging into other research, such as data tracking and management, commission and management fee, the way to present a brand, category and so on.
After having a few stakeholder interviews with the owners of Hi elf-elf and the team, here are the following Research Goals for this project:
(1) including the Hi elf.elf brand story
(2) adding more product details
(3) compare the difference between e-commerce & website
Online shopping experience:
1. When is the last time you bought a present for someone? Or online or in-store?
2. Where do you most frequently shop? Why?
3. Can you walk me through step by step when you shop online for [a gift]?
4.Tell me about a time you had a surprising experience shopping online. Why?
Experience with Hi elf.elf on Pinkoi:
1. What are your initial thoughts on this website?
2. How would you describe the brand Hi elf.elf?
3. What occasion you will buy a product like this?
4. Would you or would you not buy your gift from this store?
5. What made you decide to purchase its products?
6. Is there anything you want to add that we didn’t discuss?
Here are some of the products from Hi elf-elf:
* What is important to users when they buy handcraft products?
* Why do users choose this company product over the other?
* What information do users want to see when buying similar products?
* What product information would the users care before purchase?
* Why changes do COVID affect users when doing online shopping?
* Which websites do users usually shop with handcraft products?
Key Takeaways:
* Users prefer to skim on the landing page to know what this store is selling
* About us page has to include video as this is a handcraft business
* Featured, most popular, and suggested products help users when they are not familiar with the brand
* Product details and how to use the product need to add in the about us and product information
1. Landing page
2. About us page
3. FAQ page
(* Also I will be in charge of redesigning the product info/description page)
Here are the 3 main Task Flows of Hi elf-elf website:
For more inforation, please visit HI elf-elf.
