Redefining the Onyx BOOX online Shop
BOOX is a brand that produces E Ink e-book tablets, offering a paper-like reading experience and primarily sold online worldwide through regional e-commerce distributors
2%
conversation rate increased by
bounce rate decreased
1.5%
add-to-cart-rate improved by
Years
2023
My role
Product Designer
Applied skills
Workshop Facilitation, Design Thinking, User Interview, Wireframing, Rapid prototyping, User Scenarios, Usability Testing, Visual Design,
Leadership skills
Team
Founder&Product owner, Marketing manager, Developer, Product Designer (me)
Business goals
Emphasize advantageous differences in the local market
Increase conversion rate
Minimize load on customer service
Design Problems
The old design confused users, making it feel outdated and less user-friendly. The UI techniques, used for years, appeared out of fashion and no longer met modern design standards.
Lack of personalized recommendations and clear product guidance for selecting the most suitable items.
Final Design Solution
Develop an original design library to standardize and harmonize the entire product
Redesign the product with an adaptive version for different screen sizes
Background and work flow
I ensured a smooth design process by quickly adapting, staying user-focused, and collaborating with developers, marketing, customer service, the CEO, and the owner
Research session
Asking experts
Deeper understanding of users
Issues related to the product
Customers struggle with the software and adapting to color screen models. Many prefer black-and-white devices or switch to competitors
Issues related to the service
Users prefer the local e-commerce site for its lack of custom clearance fees, local warranty, fast delivery, easy returns, quick Hebrew support, local credit options, repair center, and warehouse pick-up
Interviews highlighted a wide variety of users. To better understand their needs and behaviors, I segmented them into three groups
Students
Professionals
Casual readers
Identifying user purchase drivers and pain points
To identify key pain points and purchase drivers for each segment, I facilitated a team brainstorm using the JTBD framework, uncovering core jobs both for individual segments and collectively across all segments
Developing potential solution using design sprint approach
Innovative ideas through HMW brainstorming
Emphasize that our e-commerce shop is the local branch of an international brand
Separate information on our services, delivery, and the product’s technical features
Highlight unexpected features or insights about the product
To identify the key problem area to focus on, I initiated a map-making exercise
user key goals
Based on our mapping and targeting exercise, we found that user’s main pain points occur in the earliest stages of the user journey where user want achieve key goals:
Find relevant information about different BOOX devices
Understanding the value of the item
Compare various models
Obtain support information (manuals, setup guides, or FAQs)
Check reviews and ratings
Understand return and warranty policies
Delivery and return information
user Behavior insights
Balancing mobile-first design with desktop compatibility
Our research revealed heavy mobile usage, but we aimed to provide a seamless experience on both mobile and desktop
interface solutions
Redesigning the homepage and creating a design library
Following brainstorming and prototyping, I updated the Home page and initiated the Design Library components
A significant moment
I considered the existing visual language of the international Onyx BOOX e-shop and included Hebrew text, making design adjustments to address the specific typographic attributes of both Hebrew and English
Home page redesign
User problem
The homepage is cluttered with SEO-centric content, neglecting user needs and hurting the experience
Business challenge
The homepage lacked targeted information, so users sought details elsewhere and abandoned their purchases
Solution
Accessibility
Accessible Design Library Aligned with Brand Standards
I created a design library aligned with the brand book and ensured all colours meet WCAG 2.2 AA accessibility standards using the colour contrast checker tool
Redesign Discussions
Redesign discussions with international partners
As part of our team, I attended the GITEX Global IT exhibition, discussing our findings with BOOX representatives and sales managers while gaining valuable insights from their perspectives
interface solutions
Catalog page redesign
User problem
A disorganized Catalog Page can cause decision fatigue, frustrating users as they struggle to find relevant products, leading to a negative experience
Business challenge
Sales may decrease as users abandon the site without making a purchase
Desktop interface solution
Rejected initial mobile design
Mobile interface solution
interface solutions
Tailored page designs for three user groups
User problem
Users struggle to recognize the local shop as part of an international brand, leading to trust issues. They also find it challenging to locate specific information on services, delivery, and product technical features
Business challenge
Building brand credibility as a local branch of an international brand and effectively communicating key product features and unique insights to engage and convert users
Below is the translated desktop version designed specifically for this customer category, highlighting key user-centric adjustments
Evaluating the carbon footprint of the redesigned site
Our redesigned site outperforms 84% of web pages globally in cleanliness
Balancing user needs, business goals, and sustainability, I led an effort to assess our redesigned site’s carbon footprint, revealing it’s cleaner than 84% of global web pages
Enhance the product page user flow
Rethink a product comparison feature
Streamline the checkout process
