The global conversion of resources for the IPDROM e-shop was started some months ago. The project has been excisted for many years, but still there is a need to refine visual and procedural points and include new technologies constantly. These refines don’t relate to the first UX of this site was wrong. They relate to a constant market change, development and the inclusion of new technologies and offers. Originally planned to add the necessary elements where they do not exist. But after a certain time, or even uncertain, we decided to refine the whole structure of the main page. This is due to the fact that in the first years of the company’s life this page was focused only on B2B, but for these days the company has entered the B2C market. And this is a big reason to re-construct everything.
After analizing the actual site I decided to redraft only the structure of information on the main page. On the preview below you can see the visualisation of standart pop up menu. The previous version of the site had similar menu but with a lot of images which irritated user fellings. So, I made an effort for removing maxmum of non-informational elements such as icons, photos, collages and etc. The font in an interfaice of a site is independent element. So, that is why we should discard extras.
Thereby, a visualisation with this several principles let us to get to the 2nd and even 3rd-levels menu sections, where there is a need. Also in the menu I added the ads-block with the random product position, which is based on the purchasing behaviour of a customer at the present time.
After redrafting and giving the main page the whole functional features I went to redrafting inner pages of the site. The first one was the list of products and categories. I didn’t redesign this list globally, there was no need. It was standart and clear, but it was a little messy. My goal was reduce the spaces between cards of products. But not everything was so simple. The marketing dedicated own terms and took a decision to implement new feature on the site — possibility of buy a product by one click. But inspite of that the button found itself it his place, I’ve spent a lot of time on seek the solution. The main idea was that this functional link had to be less visible because that is not the main element. Hence the result.
The best sales is the smart sales
The next big step was adding the extremely awesome loyality program. For me as the potential customer this kind of program is very interesting. I can buy the product and then I will take some points in a ruble currency. When I collect a certain quantity I can spend them on services or certificates (for example the trip). But when I meet the same functionality on other e-shops it turns into a very strong headache. Because in the most cases the interfaces are so difficult, hard to understanding, so that I feel that e-shop imposes me something, it is very irritating. And the message: Careful! It’s a fake, arises in my head.
Thus, in my own design I did the abstracted interface from the hard sell. There is very convenient dashboard to work with points. The dashboard contains some elements that look like a real Discount card. The table for working with certificates is organized in a way that a customer makes an ordinary purchase.
The delivery part probably was one of the most difficult on sites of this type. Because a purchase will be made from anywhere in the world. It can make either by an individual or a legal entity. It is important to consider that user can be registered or not, and many other risk factors of a user restriction from the completion of a purchase.
So that is why the main goal in this part of the site was divided it into minimum quantity of behavioural steps, that gives the abbility to communication between a customer and a site, and simplify user-location on the site.
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