UX audit of underwear ecommerce retail esotiq.com

UX audit of underwear ecommerce retail esotiq.com

blog thumbnail

Esotiq is a leading player in the underwear and fashion accessories market. Their website, esotiq.com, is a key part of their merchandising strategy, enabling customers to purchase products online. Due to changing trends in e-commerce and customer expectations, the company decided to conduct a UX audit to improve the usability and user experience of its website.

Category

UX Design

Industry

E-commerce

Role

Senior UX/UI Designer

Year

2023

blog thumbnail

Esotiq is a leading player in the underwear and fashion accessories market. Their website, esotiq.com, is a key part of their merchandising strategy, enabling customers to purchase products online. Due to changing trends in e-commerce and customer expectations, the company decided to conduct a UX audit to improve the usability and user experience of its website.

Category

UX Design

Industry

E-commerce

Role

Senior UX/UI Designer

Year

2023

blog thumbnail

Esotiq is a leading player in the underwear and fashion accessories market. Their website, esotiq.com, is a key part of their merchandising strategy, enabling customers to purchase products online. Due to changing trends in e-commerce and customer expectations, the company decided to conduct a UX audit to improve the usability and user experience of its website.

Category

UX Design

Industry

E-commerce

Role

Senior UX/UI Designer

Year

2023

Goals

The main goal of the UX audit was to identify areas for improvement in the user interface and the purchasing process on esotiq.com. They also wanted to propose a specific improvement strategy that would help increase conversions, customer satisfaction and brand loyalty.


Methodology

The cognative walkthrough methodology was used in the UX audit. This is also known as interface inspection. It is an assessment technique that involves a thorough review of the user interface to identify potential problems with usability, design, and functionality. This process simulates a "walkthrough" of the interface, during which experts try to identify any shortcomings and potential difficulties that users may encounter when using the product.

Goals

The main goal of the UX audit was to identify areas for improvement in the user interface and the purchasing process on esotiq.com. They also wanted to propose a specific improvement strategy that would help increase conversions, customer satisfaction and brand loyalty.


Methodology

The cognative walkthrough methodology was used in the UX audit. This is also known as interface inspection. It is an assessment technique that involves a thorough review of the user interface to identify potential problems with usability, design, and functionality. This process simulates a "walkthrough" of the interface, during which experts try to identify any shortcomings and potential difficulties that users may encounter when using the product.

Goals

The main goal of the UX audit was to identify areas for improvement in the user interface and the purchasing process on esotiq.com. They also wanted to propose a specific improvement strategy that would help increase conversions, customer satisfaction and brand loyalty.


Methodology

The cognative walkthrough methodology was used in the UX audit. This is also known as interface inspection. It is an assessment technique that involves a thorough review of the user interface to identify potential problems with usability, design, and functionality. This process simulates a "walkthrough" of the interface, during which experts try to identify any shortcomings and potential difficulties that users may encounter when using the product.

Interface analysis

  • A detailed analysis of the esotiq.com website interface was carried out, assessing its aesthetics, usability and consistency.

  • Areas where difficulties may occur for users have been identified, such as complicated navigation, non-intuitive buttons or lack of proper guidance for the customer through the purchasing process.

  • We also focused on usability and WCAG compliance


Recommendations and improvements

  • It was proposed to simplify the navigation menu structure to make it easier for users to quickly find the products they are looking for.

  • It was suggested to introduce more intuitive navigation paths to make navigating the website easier.

  • Improvements in the purchasing process were proposed, such as reducing the number of steps needed to complete a transaction and clearer steps for completing the order form.

  • It was suggested to add a "step back" option during the purchasing process and the ability to edit the basket before finalizing the order.


Improved appearance and usability of UI

  • Visual changes were proposed to highlight key interface elements, such as "Add to cart" buttons and search filters.

  • It was suggested to standardize the style of the elements and increase the contrast to improve the readability and understandability of the website.

  • Proposed website optimization for mobile devices to ensure a consistent and responsive user experience across all platforms.


Implementation and monitoring

After the Esotiq team accepted the recommendations, they began implementing the proposed improvements in the Product Design work. Then, user metrics and business indicators were systematically monitored to assess the impact of the changes introduced on the customer experience and effectiveness of the esotiq.com website.

Interface analysis

  • A detailed analysis of the esotiq.com website interface was carried out, assessing its aesthetics, usability and consistency.

  • Areas where difficulties may occur for users have been identified, such as complicated navigation, non-intuitive buttons or lack of proper guidance for the customer through the purchasing process.

  • We also focused on usability and WCAG compliance


Recommendations and improvements

  • It was proposed to simplify the navigation menu structure to make it easier for users to quickly find the products they are looking for.

  • It was suggested to introduce more intuitive navigation paths to make navigating the website easier.

  • Improvements in the purchasing process were proposed, such as reducing the number of steps needed to complete a transaction and clearer steps for completing the order form.

  • It was suggested to add a "step back" option during the purchasing process and the ability to edit the basket before finalizing the order.


Improved appearance and usability of UI

  • Visual changes were proposed to highlight key interface elements, such as "Add to cart" buttons and search filters.

  • It was suggested to standardize the style of the elements and increase the contrast to improve the readability and understandability of the website.

  • Proposed website optimization for mobile devices to ensure a consistent and responsive user experience across all platforms.


Implementation and monitoring

After the Esotiq team accepted the recommendations, they began implementing the proposed improvements in the Product Design work. Then, user metrics and business indicators were systematically monitored to assess the impact of the changes introduced on the customer experience and effectiveness of the esotiq.com website.

Interface analysis

  • A detailed analysis of the esotiq.com website interface was carried out, assessing its aesthetics, usability and consistency.

  • Areas where difficulties may occur for users have been identified, such as complicated navigation, non-intuitive buttons or lack of proper guidance for the customer through the purchasing process.

  • We also focused on usability and WCAG compliance


Recommendations and improvements

  • It was proposed to simplify the navigation menu structure to make it easier for users to quickly find the products they are looking for.

  • It was suggested to introduce more intuitive navigation paths to make navigating the website easier.

  • Improvements in the purchasing process were proposed, such as reducing the number of steps needed to complete a transaction and clearer steps for completing the order form.

  • It was suggested to add a "step back" option during the purchasing process and the ability to edit the basket before finalizing the order.


Improved appearance and usability of UI

  • Visual changes were proposed to highlight key interface elements, such as "Add to cart" buttons and search filters.

  • It was suggested to standardize the style of the elements and increase the contrast to improve the readability and understandability of the website.

  • Proposed website optimization for mobile devices to ensure a consistent and responsive user experience across all platforms.


Implementation and monitoring

After the Esotiq team accepted the recommendations, they began implementing the proposed improvements in the Product Design work. Then, user metrics and business indicators were systematically monitored to assess the impact of the changes introduced on the customer experience and effectiveness of the esotiq.com website.

Results

  • After conducting a UX audit and implementing the proposed improvements, the esotiq.com website recorded the following benefits:

  • Increased conversion: Improvements in the purchasing process have contributed to an increase in the number of successful transactions.

  • Higher customer satisfaction: Improving the usability and readability of your website translates into positive user reviews and greater brand loyalty.

  • Decreased bounce rate: Thanks to a more intuitive interface and better customer experience, the site saw fewer abandonments during the purchasing process.


Summary

The UX audit of the esotiq.com website brought significant improvements that contributed to improving the user experience and business efficiency of the website. Thanks to the analysis, recommendations and implementation of the proposed improvements, Esotiq increased its competitiveness on the e-commerce market.

Results

  • After conducting a UX audit and implementing the proposed improvements, the esotiq.com website recorded the following benefits:

  • Increased conversion: Improvements in the purchasing process have contributed to an increase in the number of successful transactions.

  • Higher customer satisfaction: Improving the usability and readability of your website translates into positive user reviews and greater brand loyalty.

  • Decreased bounce rate: Thanks to a more intuitive interface and better customer experience, the site saw fewer abandonments during the purchasing process.


Summary

The UX audit of the esotiq.com website brought significant improvements that contributed to improving the user experience and business efficiency of the website. Thanks to the analysis, recommendations and implementation of the proposed improvements, Esotiq increased its competitiveness on the e-commerce market.

Results

  • After conducting a UX audit and implementing the proposed improvements, the esotiq.com website recorded the following benefits:

  • Increased conversion: Improvements in the purchasing process have contributed to an increase in the number of successful transactions.

  • Higher customer satisfaction: Improving the usability and readability of your website translates into positive user reviews and greater brand loyalty.

  • Decreased bounce rate: Thanks to a more intuitive interface and better customer experience, the site saw fewer abandonments during the purchasing process.


Summary

The UX audit of the esotiq.com website brought significant improvements that contributed to improving the user experience and business efficiency of the website. Thanks to the analysis, recommendations and implementation of the proposed improvements, Esotiq increased its competitiveness on the e-commerce market.

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All rights reserved

Piotr Wicher

2024

hello@piotrwicher.com

+48 735 371 229

All rights reserved

Piotr Wicher

2024

hello@piotrwicher.com

+48 735 371 229

All rights reserved

Piotr Wicher

2024

hello@piotrwicher.com

+48 735 371 229