share e-commerce
From offline to online
The team
Two UX/UI designers, Product manager, Web developer.
I was the design lead, responsible for the concept formulation, design processes, and managing the work of the graphic designer.
share is a socially-conscious brand with a unique mission: for every purchase of beverages, food, hygiene, or stationery items, a similar item is donated to someone in need, allowing customers to make a meaningful impact with their everyday purchases while supporting various social projects.
Shortage in consumer insights
share was lacking direct contact with their customers. The majority of customer data was stored with the merchants that sold share's products. This made it difficult to gather essential data about their customer base, hindering product improvement and monetization efforts.
Current shop design
Goal
Task
To prepare for the project, I conducted a competitor analysis, attempting to answer two key questions:
E-commerce Architecture
How might we come up with an e-commerce architecture to align with industry best practices and enhance the user experience?
Storytelling in E-commerce
How might we learn from how leading e-commerce brands effectively convey their narratives to engage users during shopping?
Details
Trust & Transparency
Impact
Functionality
Search
Filters
Setup & Architecture
Engaging Elements
Products
Through research and user interviews, important findings surfaced:
Customers prioritize clarity in understanding how their contributions support a cause.
Simplicity and straightforward access to fundamental information are highly valued by users.
Sustainability, along with social impact, emerges as a fundamental values among consumers.
During the wireframing phase, I created a prototype and conducted user testing to ensure the platform effectively conveyed its mission. Insights from these tests led to structural improvements, enhanced communication of social projects, the addition of FAQ sections, and elements to build brand trust among new users.
The Solution
Shop Home Page
Designed to increase transparency and trust, this page features: Strong USPs highlighting share's values. Introduction to share's business model and its impact. Authentic testimonials. Logos of reputable partners. FAQ section addressing sustainability and social impact."Contact Us" section.
Shop Products Overview
This page focuses on showcasing the impact of each product and streamlining the shopping process: Categories, search bar, and sorting options for quick product discovery. Clear display of the donation associated with each product.
Product Detail Page
This page provides detailed information about the product and its associated project while encouraging purchases: Prominent social impact messaging. A direct link to the donation. In-depth project details.
Conclusion
More work