FEROLIS
Client
Ferolis
Role
UI UX Designer
Tools
Figma, Photoshop,Illustrator
Country
Denmark
Project Overview
Ferolis Website is an upcoming e-commerce platform specializing in the sale of tobacco-related products across Europe. Developed as an extension of the owner's successful physical storefronts, the project aims to leverage the existing customer base and brand reputation to establish a strong online presence
What client expect to archive,
Establish an Online Presence for Ferolis
Expand Market Reach
Enhance Customer Engagement
Build Brand Visibility to Increase awareness of the Ferolis brand
Current Problem Statement
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Limited Market Reach: The absence of an online presence restricts Ferolis ability to reach a broader audience beyond its current physical locations, limiting potential sales and growth opportunities.
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Lack of Brand Visibility: Without a dedicated online platform, Ferolis struggles to build brand awareness and visibility among online consumers, hindering its ability to compete effectively with established online retailers.
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Customer Convenience: The absence of an online platform denies customers the convenience of browsing and purchasing tobacco products from the comfort of their homes, potentially leading to dissatisfaction and lost sales.
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Competitive Disadvantage: Ferolis risks falling behind competitors who have embraced e-commerce, as they are better positioned to capture market share and meet evolving consumer preferences for online shopping experiences.
Current State Mapping
Design Process
Research
Testing
Ideation Phase
Final Design
User Research
Methodology:
For the user research phase of the Ferolis Website project, a combination of qualitative and quantitative methods was employed to gather comprehensive insights into user needs, preferences, and pain points. The methods utilized included surveys, interviews, and usability testing.
Participant Selection:
To ensure the research findings accurately represented the target audience of the Ferolis Website, a deliberate effort was made to select participants who matched the user personas identified for the project. Additionally, insights from the product owner, who had a deep understanding of the foreign market and customer base, were incorporated to validate and enrich the research findings.
Survey
A survey was distributed to a diverse group of potential users to gather quantitative data on user demographics, preferences, and behaviors related to tobacco accessories. The survey included questions such as:
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Demographic Information: Age, gender, location, smoking habits, etc.
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Shopping Preferences: Where do users typically purchase tobacco accessories? What factors influence their purchasing decisions?
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Website Usage: How often do users shop online for tobacco accessories? What features do they value most in an e-commerce website?
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Pain Points: What challenges do users face when browsing for tobacco accessories online? What improvements would they like to see in an online store?
The survey responses were analyzed to identify common patterns and trends among the target audience, informing subsequent stages of the research process.
Interviews
In-depth interviews were conducted with selected participants to gain qualitative insights into their shopping habits, preferences, and experiences with online tobacco accessory stores. The interviews were semi-structured, allowing for flexibility to explore specific topics in more detail. Key questions included:
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Shopping Habits: Can you describe your typical shopping experience when purchasing tobacco accessories?
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Pain Points: What challenges do you encounter when browsing for products on online stores?
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Website Preferences: What features do you look for in an ideal online shopping experience?
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Brand Perception: How important is brand reputation when choosing tobacco accessories?
The interviews provided rich qualitative data, allowing for a deeper understanding of user motivations and preferences, as well as uncovering specific pain points and areas for improvement.
Research Findings
Demographics:
The survey revealed that the majority of respondents were young adults aged between 18-35, with a significant portion residing in urban areas across Europe.
Shopping Habits:
In-depth interviews revealed that users typically browse multiple online stores to compare product offerings and prices before making a purchase.
Many emphasized the importance of product quality and brand reputation in their decision-making process.
Website Usage:
The survey findings highlighted that a significant proportion of respondents frequently shopped online for tobacco accessories, indicating a growing trend toward e-commerce in this niche market.
Users expressed a preference for clean and intuitive website designs with easy navigation and comprehensive product information. They emphasized the importance of features such as advanced search filters, user reviews, and secure payment options in enhancing the overall shopping experience.
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However, users reported encountering challenges such as difficulty in finding specific products and navigating through cluttered websites.
Pain Points:
Participants highlighted specific pain points encountered when shopping for tobacco accessories online, including:
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Limited product information and inconsistent product listings across different websites.
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Complex navigation and lack of intuitive search functionality, lead to frustration and potential drop-offs.
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Insufficient brand visibility and difficulty in discerning product quality and authenticity.
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Difficulty in finding niche products or specific brands due to limited search options and cluttered website layouts.
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Concerns about product authenticity and trustworthiness of online vendors, particularly for premium and high-end products.
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Frustration with slow website loading times and cumbersome checkout processes, leading to abandoned carts and lost sales opportunities.
​Competitor Analysis
A thorough competitive analysis was conducted to evaluate industry best practices and identify opportunities for improvement. The analysis focused on key competitors in the European market for tobacco accessories.
Tobacco-Related E-commerce Platforms:
Platforms such as SmokeCartel and Grasscity, which specialize in selling a wide range of tobacco-related products including smoking pipes, vaporizers, and accessories.
Features :
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showcased brands prominently
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Advanced filtering and sorting features
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customer engagement through its active community forums
Let's Meet Our Users
The Trendy Social Smoker
Meet Sophie, a vibrant 25-year-old marketing assistant living in a bustling European city. By day, she's a creative force, but by night, she thrives in the company of friends, occasionally enjoying a smoke during social gatherings. Sophie values convenience and trends, making her the ultimate seeker of stylish tobacco accessories.
Shopping Habits :
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Sophie frequently shops online for tobacco accessories, preferring websites that offer a wide variety of trendy products.
Pain Points :
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Sophie finds it frustrating when websites have cluttered layouts and lack intuitive search functionality, making it difficult to find specific products quickly.
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She values product authenticity and brand reputation but struggles to discern product quality due to the limited information provided.
Goals and Needs :
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Sophie seeks a seamless and intuitive shopping experience that allows her to easily browse and discover trendy tobacco accessories.
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She wants access to comprehensive product information, user reviews, and secure payment options to make informed purchasing decisions.
The Discerning Connoisseur
Meet Max, a 30-year-old financial analyst residing in a serene European suburb. Max, a seasoned smoker, is on a quest for the finest tobacco accessories that enhance his smoking ritual. With an eye for quality and a penchant for premium brands, Max spares no expense when it comes to elevating his smoking experience.
Shopping Habits :
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Max is a discerning shopper who meticulously researches and compares products before making a purchase.
Pain Points :
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Max is frustrated by the limited search options and cluttered layouts of many online tobacco accessory stores, making it challenging to find niche products or specific brands.
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He is concerned about the authenticity and trustworthiness of online vendors, particularly when purchasing expensive or luxury items.
Goals and Needs :
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Max seeks a user-friendly website with advanced search filters, comprehensive product information, and secure payment options to ensure a seamless and trustworthy shopping experience.
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He values clear brand visibility and authenticity and guarantees to make confident purchasing decisions.
The Thoughtful Gift Shopper
Meet Eva, a 28-year-old teacher nestled in the tranquil countryside of Europe. Although she's a non-smoker herself, Eva takes joy in selecting tobacco accessories as thoughtful gifts for her smoking friends and family. With an appreciation for uniqueness and style, Eva seeks out products that not only reflect her loved ones' tastes but also hold sentimental value as meaningful presents.
Shopping Habits :
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Eva occasionally shops online for tobacco accessories, particularly when searching for special gifts for loved ones.
Pain Points :
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Eva finds it challenging to navigate cluttered websites and locate specific products when searching for gifts, leading to frustration and time-consuming browsing.​
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She is cautious about product quality and authenticity, especially when purchasing items as gifts for others.
Goals and Needs :
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Eva seeks a user-friendly website with clear navigation, intuitive search functionality, and visually appealing product displays to facilitate easy browsing and gift selection.
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She values product authenticity guarantees and reliable customer service to ensure a positive shopping experience for both herself and the recipients of her gifts.
Key Areas of Focus for Enhanced
Preference for Clean and Intuitive Design
Desire for Advanced Search Filters
Complex Navigation
Difficulties in Finding Specific Products
Slow Website Loading Times
Insufficient Product Information
Trustworthiness Concerns
Cumbersome Checkout Process
Early Ideation
I initiated a design sprint in collaboration with the Project Manager (Dilshan) and Product owner. Using Google Meet as our remote collaboration tool, We gathered inspiration from other forward-thinking brands' landing pages and shared what we liked about them."
Design Sprint via Google Meet
Sample of the solution
After that, we quickly drew out some solutions to finish up the sprint. Since we were really busy, we squeezed this short design sprint into just 2 hours.
Then, we turned those first ideas into more detailed designs. We played around with different colors, shapes, and layouts. But it felt a bit messy, so we kept working to make the designs better.
User Testing
Methodology:
The testing phase of the Ferolis Website project involved a combination of usability testing and feedback collection using the Maze tool. This approach allowed for a comprehensive evaluation of the website's user experience and the identification of areas for improvement.
Usability Testing
Usability testing sessions were conducted with a diverse group of participants to assess the effectiveness and user-friendliness of the Ferolis Website prototype.
Participants were asked to perform specific tasks on the website while their interactions were observed and recorded.
The Maze tool was used to create tasks and collect feedback from participants in real time.
Maze Test Sample
Task - 01
Q1.
Did you encounter any difficulties in locating the desired brand?
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Challenging to find the brand due to unclear navigation.
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found the brand using the search bar and filter options.
Task - 02
Q1.
Did you encounter any issues while adding the product to your cart or navigating to the checkout page?
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Challenging to find the brand due to unclear navigation.
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found the brand using the search bar and filter options.
Q2.
Were you able to filter products effectively based on your preferences?
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Easily filtered products by price range and brand using the provided options.​
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It confusing to use the filter options to narrow down product selections.
Analyzing Heat Maps
During the user testing phase, we utilized a heatmap analysis to gain insights into the behaviors of our users. This heatmap visually depicted the areas of the website interface that attracted the most attention from users. By analyzing this heatmap, we could identify which elements captured users' interest and which areas might require further optimization for better user engagement and interaction.
Final Design
Here's a detailed walkthrough of what I improved post-testing.
By associating specific colors with each category, users can easily identify and click on the section they're interested in, reducing the time spent searching for products.
Small navigation bar allows users to switch between product, favorite, and cart pages quickly.
Showcasing best-selling product images provides users with a glimpse of popular items, encouraging exploration.
Implemented a clean and intuitive interface with a prominent search bar and navigation menu for easy access to key website sections.
By showcasing popular products first, we can draw immediate attention to items that are already proven to be of interest to our customers. This can lead to higher click-through rates and increased sales.
Customers who are interested in staying current with the latest trends may be more inclined to make a purchase when they see new products prominently displayed on the home page.
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Demonstrate to visitors that our website is regularly updated with new and exciting products. This encourages users to return frequently to see what's new, leading to higher engagement and repeat visits.
Home Page
Integrated filter options for users to refine their search based on brand preferences.
Brand Page
Featured sections providing information about brands and listing related products to enhance brand visibility and engagement.
Shop Page
Included filter options to help users narrow down product selections based on specific criteria.
Implemented search and sort features for convenient product discovery.
Presented products in a visually appealing layout to facilitate easy browsing and selection.
Product View Page
Designed a user-friendly interface with product images.
Provide detailed information, including available sizes and CTAs for adding to cart or Wishlist.
Showing related products allows us to suggest additional items that complement the product the user is currently viewing. This presents an opportunity to cross-sell and increase the average order value by encouraging customers to add more items to their cart.
