Revamp / A Responsive
e-Commerce Website
Brand | PARKnSHOP.com
Role | UI/ UX Designer
Background /
Established in 1972, PARKnSHOP is Hong Kong's leading supermarket chain with around 350 outlets in Hong Kong, Macau and Mainland China. PARKnSHOP.com, is the online store of PARKnSHOP, offers a large variety of food, beverages and household products, as well as fresh and frozen food. They are very successful offline and actively extend online service in the past few years.
Statement /
The last big revamp of PARKnSHOP.com was 3 years ago. The e-commerce market in Hong Kong is rapidly changing and customers' expectations continue to rise in the meanwhile. There is room to improve across the entire customer journey including flow, function and branding.
Project Goals /
Optimize the customer journey and work towards a more customer-centred online supermarket
Reduce the high bounce rate that was caused by the unpleasant user experience on PARKnSHOP.com
Consistent with our new branding and give it a fresh, vitality and contemporary look to appealing the online shoppers
Stage 1 /
Analyze and Research
To have a full picture of the performance of the existing website, heatmap, screen recording, data of Google Analytics and customer feedback survey were analysed.
Google Analytics /
The quantitative data helps us identify the problem areas and the patterns in customer behaviour interacting with the website. I thoroughly studied the user behaviour metrics and reports like sale funnel, cross-device tracking and cohort analysis. Here is an example.
Data
-
The top first landing page for new visitors using a mobile device is the product page, not the homepage.
-
the bounce rate of the product page is high and they leave our website rapidly.
Analytics
-
Several factors cause this situation, for example, high price, wrong product display, high free delivery fee etc.
-
One of the usability problems we observed on the product page is that visitors can only go back to the homepage after reading product details but unable to explore other pages.
Market research /
To gain inspirations and identify best practices for our website redesign, we conducted a competitor analysis. We began by looking at the e-commerce websites and studying trends in Hong Kong, China and worldwide.