AMERICAN EAGLE
American Eagle is an international shopping website. The goal of this project was to fix bugs and issues with the website and Msite, to reveal friction points and areas of confusion, test the product with the target audience and suggest solutions for the frictions and issues.
My role in this project was to find the issues, Re-design the website and Msite and document it.
Role : UI Design and Documentation
Tools used : Adobe XD, Miro board.
Client : Aditya Birla Fashion and Retail
Check-out Page
• Check out page was taken as high priority for re-design as it had the highest number of Bounce rate.
• The average time spent on Checkout page by non converters was more than the time spend by converters.
• This points at friction at the step 2 of checkout.
• The current implementation has two steps for adding an address (for new & existing users), which could be the reason for the high drop off rate.
Old Design
Check out page
• Check out page was taken as high priority for re-design as it had the highest number of Bounce rate.
• The average time spent on Checkout page by non converters is more than the time spend by converters.
• This points at friction at the step 2 of checkout.
• The current implementation has two steps for adding an address (for new & existing users).
New design with solutions
Old Design
New Design with Solutions
Payment section
We noticed a high drop off rate on payment page, 47.35%.
This could be attributed to:
• Lack of payment options.
• No trust badges
• Lack of CTA clarity
Redesigned Payment page
New payment design
Summary and Learnings
I joined the project when the User research part was over. We had to design the whole brand section by section.
In total I designed 8 sections, both website and Msite. Check out, PLP, PDP were the sections with high severity rating.
Working on an e-commerce project was very interesting, challenging and fun.
