UX/UI Design Case
Sanimaia
The goal was to improve the e-commerce through research, analysis and continuous implementation. The basic requirements were: low-cost budget, modifications with a strong impact on the business and making it more intuitive for users.
Project
E-commerce
Type of Industry
B2C and B2B
Website
Type of Contract
In-house designer
Context
Sanimaia is a small Portuguese company that is constantly looking to grow, expand its market and retain many loyal customers. It sells decorative, bathroom and construction materials from renowned international and national brands. In 2022, the company only had physical stores in Porto, but wanted to expand its market to reach customers all over the country. The first step was to hire an e-commerce agency to create an online store, the second step was to create a e-commerce team and hire someone who would take on the challenge of helping to manage and improve the e-commerce experience. That's when I was promoted to in-house designer and e-commerce manager for the company.
Problem
The e-commerce was launched with many improvements to be made, it only included basic experiences and achievements for the user. All the interesting services that Sanimaia provides were not displayed on the website, restricting the company from growing and gaining more customers. So, I had to analyze all the topics that were problems to create a priority hierarchy for improvements to be implemented. These are some of the tasks/features that were detected and have high implementation priority:
Improve - header, product page, about us page, gift feature experience and others.
Create - decoration and construction materials services pages, brands page, FAQ page and others.
All of these features were worked on simultaneously, so that they could be implemented as quickly as possible, as they were a requirement from stakeholders. The work to improve the user experience and align with Sanimaia's growth was continuous work to achieve a better level of e-commerce.
Solution
Results
The results obtained were not achieved in the most ideal way, due to some constraints within the company, such as:
The internal e-commerce team was small
Projects had to be developed quickly, simultaneously and at low cost.
Sanimaia's directors were not very receptive to the culture and importance of UX.
I therefore had to prioritize low-cost, high-impact research methods. So I carried out/analyzed:
Usability Tests: I carried out usability tests with Sanimaia employees who partially matched the personas.
CSAT Adaptation Survey: I sent a survey to some Sanimaia customers, which was an adaptation of the usual CSAT.
Impacts: To measure the impacts, I divided them into quantitative metrics and qualitative metrics. In the first, I measured conversion rates, the number of orders and task completion rates. In the second, I measured user feedback.
Conclusion
Many problems were detected in a first analysis, through market research, surveys, through the internal team and customer service. Because there were so many, I had to rank them and prioritize the implementation of the most important ones for improving user experience on the site and increasing the company's profits.
Solutions and Results:
The Solutions implemented helped to improve the experience of Sanimaia's users and employees.
The solutions under development will be launched as soon as Sanimaia's directors approve or the developers complete the features that had been postponed due to technical or financial constraints.
Challenges:
The company doesn't believe in the potential of UX/UI design; The company doesn't have a product team or an organization of departments; Limited time, technical constraints and financial resources.
Recommendations for the Future:
Implement the features that are in progress; Complete the researches and start the next backlog tasks; Try to carry out more usability tests and interviews with real Sanimaia users to maintain and increase user engagement.
This project has great prospects for growth and improvement, but it requires organization, an increase in the number of people on the team and financial investment. But I learned a lot in this organizational environment, like my leadership skills and to be a multi-skilled professional.