WP Okazje
Redesign of the polish e-commerce platform
WP Okazje is a Polish e-commerce service that collects products from hundreds of stores and brands in one place. The purpose of this project was to re-design the mobile application — creating a brand-new User Interface (UI) and User Experience (UX).
Project Goals
New brand design: creating a sub-brand that corresponds with the brand of Wirtualna Polska (WP). The project included a new name, color palette, illustrations and product cards.
UX designer analyzed Google Analytics and Hojtar data and found errors in the data structure of the website. He also designed a new information hierarchy which allows a better listing of information that is the most important from the user perspective. I also improved navigation through the product category (i.e. webshop category tree).
The previous service version had an incorrect internal linking, discouraging users from using the website. There were no links to products from the same or a similar category, as well as no thematic sections (e.g. Mother’s Day gifts section). UX designer designed new linking for the system to encourage users to continue their journey through the website.
UX designer designed a user journey map — a visual representation of users’ path highlighting the points at which users interact with the brand. I defined weaknesses and proposed new navigation whose main goal was to connect the user’s point of view with the company’s one.
The previous version of the system made the user feel disoriented. The data showed that the users often chose the easiest solution and closed the website. I designed the navigation in a more friendly way that encourages the user to browse WP Okazje for longer periods.
The main goal was to keep the user in the WP service ecosystem. I strived to make the navigation between the WP Main Page, WP Subpage, and WP Okazje as intuitive as possible. I wanted to allow the user to return to the starting point easily after giving up on a product they clicked on.
Redesign roadmap
Two teams were involved in this project: the Design Team (UX Designer, UI Designer, Head of Product Design) and the Business Team. The user data, analyses, and requirements provided by the Business Team were the basis for our decisions. Design and Business Teams worked in synergy to create the most innovative product.
My design process was based on asking questions and searching for answers in the data. What is our expected outcome? How do users get to our website? What is the User Flow? I was looking for answers to those questions. All of my decisions were driven by user data. In order to investigate the user journey, Hotjar, and Google Analitycs. I built the Wireframes and a fully functional prototype in Figma. UI designer was used Sketch App to create the User Interface. With UI Designer I used Abstract for versioning and forwarding the project to the Business and Development teams.
User Experience
User Journey refers to scenarios in which the user interacts with WP Okazje. Its main function is to assume and demonstrate the current and possible ways in which users can interact with WP Okazje. The basic question was: How can potential users find our application? Coming from the User Flow perspective, UX designer analyzed problems such as users’ expectations. Finally, He designed several User Flows for WP Okazje that would provide solutions for such and other problems.
Information architecture
As UX Designer I conduct a competitor analysis to explore the marketing strategies of other companies. It allowed me to discover the strengths and weaknesses of their approach.
Wireframes and prototypes
I made dozens of Wireframes along with a fully functional prototype. Thanks to the interactive prototype and constant beta-testing. I managed to accurately identify usability problems early on. The frequent testing of the User Flow and New Functionalities substantially speeded up the design process.
User Interface
Team
Design Head & Art Direction: Daniel Aniszewski
UX Designer: Krzysztof Walencik
UI Designer: Natalie Voitanovych
Product Ownerships: Agnieszka Ferenc-Stępkowska, Graczykowski Maciej, Jakub Joachimczak
Recommendations.
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