Concept for online store “O’KEY„
O'KEY Group is a major Russian supermarket chain with stores in cities across the country. Since O'KEY was planning to transition to a microservice architecture to ensure high speed and fault tolerance of systems, this was an excellent opportunity to completely redesign the mobile application to improve the user experience.
Challenges
The goal of the project is to create a concept for the O'KEY website that aligns stylistically and functionally with the already successful mobile applications. Despite the transition to microservices, which accelerated the performance of the website and mobile apps, the website currently lags in terms of usability. It is essential to provide a unified and user-friendly experience across both online platforms.
team
The design team consists of two designers: a junior designer and myself. In the assessment of the complete project for the new website, we collaborated with 10+ engineers and 3 analysts.
My role
My primary tasks included estimating the redesign effort for the website based on my experience with O'KEY's mobile applications. I took charge of crafting the concept for the website's key pages to showcase our vision. I collaborated with the junior designer.
In the competitive world of shopping, users demand top-notch usability. For O'KEY to stay relevant, continuous improvement is crucial
Research
As a designer who worked on website support and designed new mobile applications for O'KEY, I had access to a wealth of valuable information. During the research phase, we carefully reviewed the entire structure of the current website and formed hypotheses to simplify it. Although we didn't conduct user testing on these hypotheses, we validated them through statistical analysis.
For example, we noticed that the advanced search feature, requiring users to fill in 9 fields, was utilized by less than 0.3% of users. Based on this data, we concluded that the general search needed modernization, and the advanced search could be removed to enhance user experience.
Additionally, we conducted thorough analyses of both direct and indirect competitors to gain valuable insights for the project.
High-Fidelity Designs of site
Our main focus was on improving usability and creating a visually lightweight design to avoid overwhelming users with excessive content. For example, one major problem was the lack of hierarchy in buttons. There were multiple actions available, such as going back to shopping, adding all items to a list, adding items from a list, printing the cart, viewing available coupons, and completing the order. All of these actions were represented by buttons, making it difficult for users to quickly select the right option.
Below, you can see the results of our work, showcasing the redesign of the main pages. Additionally, we have included prototypes for both the desktop and responsive versions.
Adaptive version
Let’s see the prototype of desktop & adaptive versions
