Objective
In 2020, the pandemic happened. Some retail stores had to close in response to the lockdown, and it was a huge shock to the retail business. However, along with the pandemic, there were opportunities that arose. Having a digital platform that allows users to shop online or in-app can bring enormous value to a business.
Our client, AMX Superstores, is seizing the opportunity and turning its focus from physical stores to building a seamless omnichannel experience. Therefore, a responsive e-commerce website is needed, and the design aesthetic needs to be updated to fit the modern experience.
Due to the urgency of the goal, we were given only 6 months to deliver the newly crafted e-commerce website.
My Role
1. Google Analytics data analysis
2. Market research (competitive analysis)
3. User research and interviews
4. On-site observation
5. User Journey
6. Concept discovery and ideation
7. Style guide creation
8. Design system creation
9. Wireframing and prototyping
10. User interface and interaction design
11. AMX Superstores website redesign
12. AMX Superstores eBay store redesign
13. Email template design
Creative Process
1. Research: I conducted research on the business's values, competitors, and target audience to gain a better understanding of their brand and industry.
2. Sketching: Using the insights from my research, I sketched several logo concepts to explore different design directions.
3. Digital Design: After reviewing the sketches with the client, I created several digital designs using Adobe Illustrator.
4. Refinement: I refined the chosen design based on the client's feedback and made small adjustments to ensure it was the best representation of their brand.
5. Finalisation: I delivered the final logo design in various file formats to ensure that it was suitable for both digital and print use.
Results
We were able to launch the new website within the six-month timeframe. The website conversion rate increased by approx. 180% and online sales turnover increased by approx. 300%.
To learn more about this project, please view the full case study.