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Redesigning a E-Commerce website -Thomson Homegoods Case Study


This is an individual project from General Assambly class. I was tasked to redesign an E-commerce website. The client brief was to increase conversion rate as there were plenty of website visitors but few completed the purchases. They would like to showcase their products while maintaining a small shop image with great customer service.


2 weeks


Axure, Mural, OptimalSort

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In order to increase the conversion rate, I did some competitor research to see how other products are tackling this issue and taking notes of things that I liked and what I don't like. To understand what the users go through and what are the considerations when they browse/purchase an item on an E-Commerce website. I did user research with 6 participants.

Through these clusters, I derived a few main points the face when they are at the websites.

  • They like to compare items to get the best deals.

  • They like a clean and clear way to navigate the website,

  • clear search results and the product

  • reviews are important.

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With the insights and competitor analysis, I want to narrow down on the key feature that will help with improving conversion rates. They are as follows :

  • Each product must have a product description page

  • An efficient way of purchasing one or more products

  • Include dimension and specifications on the description page

  • Allow customers to browse products related to their current selection

  • Allow multiple images per product

  • Allow customer to read and write reviews


The problem:

With the research phase in mind, I created a persona to help keep me aligned with the objectives and to refer back to if needed.

The problem is that Adele needs to reduce the time taken to find the products she needs and check out easily so she can get the items timely



Keeping the previous phases in mind, I went on to do open card sorting with 12 participants.

I come to a came to they first identify which product is used in which area of the house before further breaking down what is it used for.​

Using the data of the card sorting I used Dendrograms to help me further categorized the items and groups which is :

  • Kitchen - Bakeware, Cutlery, Coffee&Tea, Kitchen Appliances

  • Tabletop - Dinnerware, Drink-ware, Disposable tableware

  • Decors - Safety & First aid, Tools, Lighting, Accessories

  • Cleaning Supplies


Sitemap and userflow:

With the categories set, I went on to do a sitemap of the website which I can validate if this is the final arrangement in UT. Before I can start prototyping I used the sitemap as a guide to creating a user flow to help me understand and visualise what is needed to be done.

Sketches and Wireframe:

Looking back at the different phases and taking the key insights from the problem and the feature to focus on, I created a Wireflow. It is to help me see what the users would see and interact from the start to end of the process.

Prototype and Usability testing:

After creating MVP prototype went on with usability testing with these criteria:

  • 6 testers(3 testers per round). 

  • age ranges from 20s-33

  • frequent online shoppers

  • have used e-commerce website before


They were given 2 tasks to perform:

  1. Users are to navigate and search for 2 specific products and add to the cart.

  2. Users are to check out and make payment

How is the test conducted and evaluated?

  • conducted via Remote testing

  • Observations and feedback are noted and complied into Plus/Delta

  • SUS test with users.

After 2 rounds of testings, the key insights is that users are able to

  • Able to navigate through the task easily

  • Able to see description, dimension and review before purchase it.

  • The payment page is concise and easy to use.

  • The whole interface is easy to navigate and clean, the image is large enough to see. Will want to explore the site more because it's clean compared to other e-commerce sites that cramps a lot of stuff.

  • Selected payment page

  • Liked able to choose what item to check out

  • The review page is straight forward

  • Clear categories at Global Navigation( this helped validate the tree testing and sitemap)

What's Next for Thomson Homegoods?

  • Do Design Iterations according to UT2 findings.

  • Correct errors and within the prototype.

  • Review participant’s feedback and suggestion and to design iterations

  • Do more UT and Design iterations to refine and back findings.

  • Develop the remaining functions (Be able to select a time slot for delivery, Live agent function, Guest check out[New], more payment method[New])

  • Explore moving to mobile platform.

Thank you for reading!

Have any questions?
Feel free to contact me here!

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