Stretch Design is a furniture company, formerly known as FlexibleLove. The folding chair with a paper honeycomb structure is the most famous product of this furniture brand. The product is famous for its extendable chair length and the ability to shape according to the venue, suitable for all occasions. Stretch Design has been making furniture using paper material with honeycomb structure since 2007. In 2015, Stretch Design began operating the brand's cross-border e-commerce.

At this company, I work as a UX/UI designer, mainly responsible for optimizing the e-commerce interface and backend specification to ensure the platform's usability and functionality achieve the best results.

See website

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The Problem, Goal and Challenge

Problem

In the analysis of the first version of the website and customer service feedback, we identified several factors causing problems:

1. The lack of visual hierarchy on the product information page makes it inconvenient for users to scan the content, and not providing the product content that users are truly interested in increases the difficulty of entry before purchase

2. The shopping process is not convenient for cross-border e-commerce buyers; for example, the shipping cost is one of the important factors affecting the purchase for cross-border e-commerce consumers, and the lack of clear indication of the shipping cost can make users feel uneasy

3. There are doubts about the material of the product itself, stemming from the established impression of paper material

Goal

1. Establish consumer trust and good customer service, especially for high-priced cross-border e-commerce

2. Eliminate consumer doubts about product usability through clear product content and product stories

3. Optimize the order conversion rate through clear navigation and a smooth checkout process

Solution

1. The material of the furniture becomes a problem because consumers are not clear about its advantages; therefore, providing the advantages and maintenance methods corresponding to the material directly, along with more relevant information and evidence to prove that a flexible chair can be as practical as a normal wooden sofa.

2. 'Trust' is an important factor in e-commerce. We establish trust by enhancing customer service functions and increasing transparency in the transaction process and return policy.

3. According to our customer data, many customers are not native English speakers, so presenting product content with common pictures would be a suitable solution.

The Process

Work Structure, Process

The UCD process:

Understanding User's Primary: Customer service, Secondary Reviewing consumer decision process model, for example : The cross-border e-commerce model,  Competitive Analysis Luxury product marketing and user mental model

1. User Behaviour flow (GA)

2. Working backwards: Finding the most important product feature after buying

3. Card sorting: Reorganizing information hierarchy

4. Customer Journey: Before buying, during buying, after buying

5. Sitemap

6. Wireframe

7. Interaction & UI system formulation

Takeaways

The checkout page of the first version of the website splits the payment information form and product overview into upper and lower parts, which would require users to scroll down when browsing on a computer, and this page also does not display shipping cost information, causing confusion for consumers in terms of experience.

Include features and save images to help non-English-speaking consumers understand

See website