Our first step was to conduct user interviews, surveys, and competitor analysis to understand user preferences and industry benchmarks for KPIs. We identified pain points in similar ecom experiences (long paths to checkout, not enough information on product pages, etc) and defined goals for improvement.

We then created detailed user personas representing the diverse target audience. We considered factors such as age, preferences, social media usage, and technological proficiency to tailor the design to meet varying needs. In this case, an increasing number of our customers were not the end consumer: more moms of teenage sons were using the site.

We developed a clear and intuitive site structure, focusing on presenting the right information at the right time in the user's journey so as not to overwhelm them (a common cause for bounce with the male users). We whiteboarded user flows that would optimize for higher AOV and conversion.

As the company's needs changed after the launch of new products, we redesigned the site architecture accordingly, integrating learns from the user visits to the first site. We found that (counterintuitively) adding an additional product information page before the product page helped users understand the product better and get to checkout quicker.

I then created interactive prototypes to simulate the user experience in Figma, building out the basic layout and functionality of each page. These functional prototypes we showed to beta users to gather feedback and make iterative improvements to optimize the user flow. Incorporating feedback from usability testing to refine the design and enhance user interactions is essential.

Through a user-centered design approach, our team successfully transformed the FRONTMAN site into a cutting-edge ecommerce platform, providing a delightful shopping experience for customers. Because 75% of traffic was on mobile, we chose a modular block layout similar to Apple that could easily respond to screen sizes and clearly present information.