SUKHADIA'S
E-COMMERCE WEBSITE
Sukhadia Foods is a fourth generation New Jersey-based business that produces and sells premium Indian sweets and snacks. Since Sukhadia had multiple business, there was a need to build an umbrella platform that provided and engaging omni channel shopping experience.
OBJECTIVE
As a UX researcher, my role encompassed crucial contributions to the development of the new site, which aimed to address the significant drawbacks of the current sites. Our goal was to design an intuitive, easy-to-navigate, robust, and scalable website. A particular focus was placed on optimizing the checkout experience, considering the strengths and limitations of various devices. We aimed to minimize the number of steps, clicks, and typing required, while enhancing the findability of products. Through user research and iterative testing, we ensured that the new site achieved these objectives and provided a seamless and user-friendly experience for customers.
Old sukhadia.com landing page
New cross-platform e-commerce website (sukhadia.com)
PROJECT SCOPE
DELIVERABLES
MY ROLE
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The site should have a simple navigation and seamless shopping experience for customers.
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Product and its details could be found easily.
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Add and remove product in the cart.
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Select delivery date and shipping method or pick-up location at the checkout.
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User Experience Researcher
Where were we in the Product Dev. phase?
Discover
Design
Develop
USER RESEARCH
As a part of in-house UX Design Research team we did detail empathy research to understand users and user needs. We asked to buy X and Y products from the website and complete the order. We observed them and recorded their actions of how they completed their order.
We then summed up in the following:
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User find it difficult to locate the product as there was no clear navigation or category.
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The checkout page was complicated and users were facing problem checking out and placing order.
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There was no estimated shipping time avaliable on the website so customer had to call the office.
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There was no option for selecting future date previously.
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Multiple shipping address was not avaliable and customers had to call or email.
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Perishable and non perishable items had problem while cheking out and users exist the website
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Users had to create an account before selecting items and checkout as guest option was not available.
CARD SORTING
Card sorting helped us understand our user's expectations and also how to build the structure for our website, decide what to put on the homepage, and lable categories and navigation.
Card Sorting and Category Tree
In order to determine the Information Architect of the new website, the card sorting technique was used to determine product categories.
User Flow with New Concept
PERSONA DEVELOPMENT
I participated in developing a persona based on User Research which incorporated the needs, goals, and observed behaviour pattern of the target audience/users.
User Persona Creation - Jack is a New User
STORYBOARD CREATION
Jack is a business professional and owner of IT company. He is 30 years old and lives in Tampa, Florida. He likes to shop online. During Diwali time he decides to send a sweets box as a gift to his office staff. He perform a quick internet search on his computer to see who sells online Indian sweets and finds Sukhadia's website. He clicks online shopping, finds the products (gifts) easily and checks-out as a guest and complete the order successfully.
Storyboard - Jack's online shopping experience with new website
DESIGNING WIREFRAMES AND MOCKUPS
I have participated in designing wireframes and UI mock-ups based on based on users’ needs and business requirements to improve performance and simplify complex user flow by using Sketch and Adobe Photoshop.
sukhadia.com home page wireframe and UI mock-up