Intco E-commerce Website Redesign
December 2017, Design @Intco Green Framing
For Intco Greening Framing, they need to expand their overseas market. Our website redesign could offer a smooth online shopping experience, a professional user interface, and a clear product category.
Project Overview
Team:
3 UX Design Consultant
1 Product Manager
Duration:
July, 2017 -
December, 2017
My role:
User Research
Information Architecture
User Journey
Visual Design
Design process:
Who is Intco?
INTCO is a mainland China based Styrofoam Recycling Specialist providing an ultimate solution to EPS and polystyrene recycling. INTCO manufactures and sells GREENMAX EPS Compactors/ Densifiers and Recycling machines/Systems, purchases back compressed EPS scraps, and reuses them to make frame products.
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INTCO’s overseas department reached out to our team with a desire to establish an online shopping website to help them expand their overseas e-commerce market. INTCO’s current website page looked like this:
The Problem
Due to a lack of understanding of the overseas market and the overseas procurement process, INTCO’s website had a lot of room for improvement in functions, layout, and visual design. We talked with stakeholders, conducted guerrilla testing, heuristic evaluation, and summarized some general problems accordingly:
Confusion of the Core Functions
Lack of content resulted in clarity confusion of the core functions. The current website combined the official website and shopping website, which made the user feel confused.
Understand User Needs
To design a new solution for INTCO’s overseas business to align with the overseas e-commerce market, we interviewed seven users who experienced overseas purchasing before.
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On the right, it shows the current purchase process.
Based on the insights drawn from the data of our user research, we ideated a user journey map to guide us in developing a better design solution and improving the user experience of online purchases.
IA Restructure
We restructured the information architecture of Intco Green Framing website. We divided it into two parts: one is the official website that could show their brands, unique features, and service; another is a vertical e-commerce site that could offer customers a better shopping experience.
Wireframes & Iterations
We designed low fidelty wireframes for the website to highlight important elements for our customers and clarify the hierarchy.
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