Building an e-shop MVP
Project
Roles
Duration
- E-commerce
- Research
- Design
- Front-end
- 2 weeks
An e-shop MVP dedicated to fishing
for new anglers in France.
Context
Following my work at Fishing the Spot, a website dedicated to anglers around the world, the team and I realized we had a way to reach and engage millions of users every year.
Creating an e-shop to get them the best fishing gear on the market appeared to us as the next best thing to implement.
Challenges & opportunities
The website already had more than 2 millions visitors every year and a growing email database of more than 200 000 users.
A big part of them are beginners and first-time anglers so we decided to keep away from expert gear.
Team & Role
For this project, I teamed up with a back-end developer and a project manager.
My tasks included: research, competitive analysis, ideation, user flows, information architecture, UI design, front-end development and testing.
Results
Conversion rate
5.6%
Items per cart
2.74
Design process
We had few time before the start of the fishing season and a simple goal: create an e-shop MVP in line with our users' buying habits and market trends.
To accelerate things, I did a competitive analysis and conducted a short survey of our users to highlight the necessary features.
We then defined the information architecture, with a small amount of product references, two categories and no filters to prevent frustration and disappointment as there would likely be only one product for some categories.
Product list
With the products at the heart of the design, I created a grid-like layout with "add to cart" buttons on each card to allow expert users to buy quicker.
We also added key informations about the available stock and product variants to help discovery and the brand's logo on each product to add trust.
Product page
I explored a variety of layout possibilities for the product page. Our goal was to create a simple elegant page with a focus on the product image.
We went for the two columns version that had the best results during the A/B testing phase: a better understanding of what the users can do on the page proven by the best average time on task score.
Add to cart
When a user adds a product to his cart, the action is confirmed with a playful modal. He can then continue shopping or go check his cart and proceed to payment.
Cart checkout
I iterated on the checkout page with three main ideas: a multi-step checkout, a cart with a separate checkout page, and a one page checkout which we decided to go for after testing.
