E-commerce Platform
The original e-commerce platform was intertwined with its corporate website, resulting in disorganized navigation. Furthermore, users are primarily middle-aged and elderly, many of whom are not familiar with digital practices. They are confused by the navigation pathways of the website, which reduces their likelihood of staying engaged and willingness to make online purchases.
To solve those identified pain points, information architecture (IA) analysis was conducted to separate the original platform into a corporate website and an e-commerce platform. This also means the corporate website and e-commerce platform are treated as two distinct projects and managed separately by stakeholders. This page focuses on the e-commerce project.
The basic requirements of a front-end e-commerce platform include product information (product images and brief description for each product), shopping cart functionality, secure payment gateway.
Additionally, products are well organized following several discussions with the marketing team head. Their page names have also been rephrased with a marketing approach to enhance search engine optimization (SEO).
*Grey box refers to newly added page for new platform
Discover Product
Visit
Product List
Read
Product Detail Page
Add to Cart
Checkout
Receive
Order Confirmation
Post-Purchase Service
Headings
Content
Primary Color
Secondary Color
For this project, I was also responsible for writing FAQs, as well as the processes and methods of payment and delivery service information. After discussing with client and referring to other e-commerce platforms, common customer inquiries were identified while information about payment and delivery service aligned with Kenford Medical’s policies was also gathered.
The tone and manner of copywriting remain clear, concise and accurate. It aims to help customers make informed decisions and improves overall satisfaction with the shopping experience.
Desktop - Homepage
Product List
Product Details
Vision and Belief
Mobile - Home Screen
Design Insights & Key Functions
Provide shortcuts to achieve objectives of user-centered design (UCD) in order to enhance user engagement.
Promotional Banner Slider
Users can immediately see the seasonal limited offers and significant promotions upon entering the Kenford
e-commerce platform.
Latest News Column
Users are aware of the latest promoted products and able to find the details.
Product Category Shortcuts
Allow users to find featured product category easily.
VIP Column
Maintain a good relationship with users by providing special promotional information to loyal customers.
Hot Products Column
Inform users about the trends in healthy product market
E-newsletter subscription
Keep in touch with users, and provide updated information from time to time.
Design Insights & Key Functions
Provide shortcuts to achieve objectives of user-centered design (UCD) in order to enhance user engagement.
Promotional Banner Slider
Users can immediately see the seasonal limited offers and significant promotions upon entering the Kenford e-commerce platform.
Latest News Column
Users are aware of the latest promoted products and able to find the details.
Product Category Shortcuts
Allow users to find featured product category easily.
VIP Column
Maintain a good relationship with users by providing special promotional information to loyal customers.
Hot Products Column
Inform users about the trends in healthy product market
E-newsletter subscription
Keep in touch with users, and provide updated information from time to time.