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SARAGAIA

PROJECT OVERVIEW

SaraGaia is a e-commerce business specializing in handmade high-end procelain wares. Despite the excellent quality, its website struggled to convert traffic into purchases. 

Responsibility

My first task was to audit the website, generating insight on user demands and provide directions for optimization. I was then asked to create a revised general sitemap that develops trust and boosts conversion

Method

SaraGaia's website records multitudes of user data that allow me to qualify their behavioral pattern into user profiles models. 


The models are categorized into four major personas, each correspond to a different type of customer with unique desires that reflect the weaknesses of the current website. 

USER PROFILE MODELS

Persona 1 :: Explorer

These visitors are intrigued by the aesthetics of the products and began to explore the different styles, but have yet to enter the purchase phase. 


Behavioral Characteristics:

  • Repeatedly switch between different finishes & colors
  • Compared collections by switching between pages
  • Browse time ~2min, does not put anything in cart


Core Demands: 

  • Learn the difference between styles
  • Choose the product for their taste rather than budget




Persona 2 :: Indecisive

Visitors in this category has shown intent to purchase, but got stuck on choosing between variants and sizes. 


Behavioral Characteristics:

  • Stay on a specific product detail page for a longtime
  • Switch between different variants/sets repeatedly
  • Return to the same product detail page multiple times


Core Demands: 

  • Understand which option fits their personal needs




Persona 3 :: Vetter

Here the visitors are intrigued by the products, but need to confirm the credibility and value of the brand


Behavioral Characteristics:

  • Jump from homepage/product page to pages like Our Story/Craftsmanship/FAQ
  • Spend long time browsing info on brand background
  • Return to browsing product after reading brarnd info


Core Demands: 

  • Confirm the brand is credible and is worth the overpay




Persona 4 :: Transient

Apart from misclicks,  these visitors quickly close the website after entering. 


Behavioral Characteristics:

  • Enter from Instagram/Youtube links
  • Close the website 2-5 seconds after page loads
  • Occasionally explore the shop, but don't stay too long


Core Demands: 

  • Want to experience consistency between social media advertisements  and actual shop page

MISSING LINKS

The demands of the four major types of visitors reveals the weaknesses of the current website, and provides directions for optimization

Persona 1 :: Explorer

  • Highlight and stylize the difference between different collections and finishes
  • Provide comparisons between different styles within product pages
  • Explain design language and help customer understand them
  • Enhance visual for life style and practical scenarios


Persona 2 :: Indecisive

  • Guide and assist customer to decide on variants
  • Provide clear and logical use scenario and recommendations


Persona 3 :: Vetter

  • Include trust-building materials into the purchase path
  • Build cohesive product pages that combines brand info and certificates


Presona 4 :: Transient

  • Redesign the visual style to match that of the materials on social medias
  • Shift website focus from being a warehouse to being a gallery


DELIVERABLES

SITEMAP

The goal of the sitemap is to evolve vistors interest into trust and purchase, reflected by the user flow that serves as a progressing trust-building process. 


  • The home page establishes the SaraGaia's first impression as an high-end artisan brand
  • Shop & Collection pages have added suggestion section to reduce frustration when making decisions
  • Craft & Material / Our Story serves as the core trust-building section
  • Journal page is a long term reinforcement of company credibility
  • Support page provides clear and predictible information to enhance customer confidence

Hi-Fi WIREFRAMES

Collection Page

Collection Landing Page

Shop Page

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