Olly Liu - Product (UX/UI) Designer

Playground: Product Offering Experience

This project was created as part of a design challenge, focusing on enhancing the user experience of e-commerce product. The goal was to design an intuitive and visually appealing interface that improves usability and engagement.

Key Contributions: Conducted UX research to understand user needs and pain points, Designed wireframes and high-fidelity UI screens, Applied a modern design system for consistency and scalability, Created an interactive prototype for seamless user flow demonstration

Goals:

Enhance user experience, engagement and conversion rate while aligning with the brand identity.

My role

Data Analysis, User Journey, Persona, Usability Evaluation, High-Fidelity User Interface Design, Prototype

Tools

figma

Duration

1 week

Exploration

To identify key areas for improving the user experience on the product detail page, I reviewed user feedback from 2024-2025 to better understand users’ frustrations. I gathered 2 main issues:

Delivery times that were longer than specified on the website
Broken products and damaged packagingWhile these were the primary focus, many other user frustrations were mentioned on the platform beyond today’s topic.

Problems:

Based on the usability evaluation, user feedback, data insights and user journey I aim to prioritise problems below to outline potential design solutions

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Data Insights

To objectively assess user frustrations, I reviewed online interviews and survey references related to product details and delivery duration to identify potential opportunities for enhancing the shopping experience.

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Usability Evaluation

Persona

User Journey

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Ideation Approach

While applying design principles to the ideation process, I foucs on improving information hierarchy on product detail page and product cards to prioritise crucial details (price, title, thumbnail, user rating and number of rating, product variations) accelerating user’s purchase decision. Based on Baymard research:

Lower context shifting: Prevent users from navigating across the website to find products from the same collection, product details, or delivery and return information. Research shows it takes 23 minutes to regain focus after a distraction
Social proof & Reviews: Include social media sharing for relevant products on product detail page to keep users engaged and support their purchase decision.
Delivery cost transparency & options: Testing revealed that users look for shipping costs on the product pages and prefer having delivery options while browsing
Opportunity : Suggesting other products from the same collection to increase conversion rates and user engagement.