Noise is a lifestyle brand based in Gurgaon. In 2020, IDC recognized Noise as India's No. 1 wearable watch brand. The initial website was not generating sales from new customers due to low conversion rates. Recognizing the need to enhance user experience, the company decided to revamp its website to generate more sales.
Users (millennials & Gen Z) were consistently placing smaller orders than expected and often dropping off during the checkout process, leading to reduced average order value, abandoned carts, and lost sales.
Category tabbed and smart search entry point, And bottom sheet to offer cross selling experience to motivate cart building.
20%
The average order size increased from ₹3,500 to ₹4,200.
10%
The conversion rate increased due to a smoother user journey with reduced friction.
18%
The rate of cart abandonment decreased after the revamp.
As the senior designer for this project, I had the wonderful opportunity to lead all the design efforts while teaming up with an amazing group of designers, product managers, data analysts, and developers. It was a great collaborative experience.
2 UX Designers/Researchers (including me)
Competitor analysis, interview, usability testing
We've started looking into heatmaps and clickstream data to pinpoint where customers are dropping off and identify bottlenecks in the purchase flow. Additionally, we've studied existing competitors in the market to gain further insights.
1.Complex Navigation
Users struggled to find products of interest quickly.
2.Limited Cross-Selling Opportunities
The website didn’t effectively promote related or complementary products.
3.Non-Optimized Checkout
A cumbersome checkout process led to cart abandonment.
We kicked off a design sprint together with the Product Manager to gathered inspiration of how other forward thinking brands craft thier ordering journey and affer sales support, and shared what we like about them.
I implemented a user-friendly search feature that prioritizes clarity and ease of use. This includes a well-organized structure with distinct product categories, allowing users to effortlessly navigate through a diverse range of offerings and find exactly what they need.
The mini cart widget elegantly displays a selection of related products, allowing users to easily discover complementary items without the hassle of navigating back through the main catalog. This streamlined feature enhances the shopping experience by helping users find the perfect match for their chosen product with just a glance.
Enhanced the purchasing experience by simplifying the checkout process. New users can now enjoy a more efficient shopping journey with additional payment options and flexible delivery choices, making it easier than ever to complete their purchases.
1.Data-Driven Design
User research and analytics were critical in uncovering root causes and validating solutions.
2.Cross-Functional Collaboration
Close coordination with product managers, analysts, and developers ensured alignment and timely execution.
3.Iterative Approach
Continuous testing and iteration helped refine designs and maximize impact.
4.Focus on Personalization
Tailoring promotions and product recommendations played a significant role in increasing order sizes.