2022 (Updated 2024)
Creating a responsive ecommerce website for a better user experience for both shop owners and customers.
Role
UX/UI Designer, Branding
Project Duration
6 Weeks
Read Time
5 minutes
Overview
Project Background
With quarantine mandates and an increase in online shopping after the pandemic hit, many small businesses began their ecommerce journey on Etsy. As business grew, many small companies begin their transition into ecommerce websites.
For this personal project, I designed a website for my small business, Doozicrafts, to create a better ecommerce experience for both the small business owner and customers.
Problem
Etsy helps shop owners promote their products on front pages, key word searches, and offsite advertising. When transitioning from ETSY to an official website, how would we also translate and keep the same shop conversion rates?
Objective
Design and create a responsive website that allows users to shop comfortably, quickly, and efficiently on any device.
Discovery
User Survey
I posted the link to the survey on doozicrafts Instagram story for targeted users to interact with. Response rate was ~6% from followers who saw the story. For the few small business owners I personally asked to respond to the survey, the response rate was 100%.
Number of Participants: 23
Age Range: 18-64
Gender: Female (87%), Male (8.7%), Nonbinary (4.3%)
Notable survey findings from both customers and small business owners
When purchasing from a small business, do you prefer using Etsy or shopping directly from their website?
For small business owners, do you prefer using Etsy or creating your own website?
“Official website supports the artist as financially as possible because Etsy takes a huge cut from their profits.”
Define
User Personas
Ideate
Wireframe Sketch
With both personas, I was able to visualize how Doozicraft’s website functions can be created both visually and logically through wireframe sketches and a sitemap.
One problem that I could not avoid was having to use a template on shopify for my shop. With limited coding knowledge, I had to find a specific template to best match what I could closely mimic my wireframe sketch.
User Interface
Branding
Next Step
Conclusion
I tested the final product by launching the website directly and comparing the sales conversions between Etsy and the Website. All of Doozicrafts customers who switched from shopping on Etsy to the website preferred using the website.
Next Step
This project was created to benefit both customers and the small business by transitioning from Etsy to an official website. Because I had limited resources and time, there are multiple things I would have done differently.
Create a full website without using a template, get web design help
User interviews with customers to better our website
Create the most accurate shipping estimates on product page for customers
Quantitative Research Findings