refurbed
Sustainable E-Commerce Website
UX Designer | 2021
My time at refurbed was focused on improving the company’s refurbished technology/fashion e-commerce marketplace website. This was achieved by working closely with their product team to run experiments to test design improvements of user’s experiences to improve conversion and the overall customer experience across the refurbed website.
Skills Employed: UX Design, UI Design, Prototyping, A/B Testing, Design Systems
Tools Used: Figma, Google Analytics, Dovetail, Hotjar, Framer
Identifying the problem
Research & Insight Gathering
Refurbed are a sustainable electronics e-commerce start-up founded and based in Vienna, Austria. I was hired to build upon their already successful e-commerce website that was launched in 2017.
Refurbed were looking to enter other markets such as sustainable fashion, and renewed sports equipment. I was tasked with improving the UX across multiple touch points on the refurbed website. Initial research and a/b testing resulted in a period of discovery where I explored the direction of the home, product and checkout pages.
Solutions & Design Process
Scope, Prototyping, Ideation & Design mockup’s
The design re-fresh of the main areas across the site was scoped and added to the product roadmap. I then began initial wire-framing and ideation sessions with stakeholders in the product team. The focus was on key areas such as home page, product pages, information pages, sustainable info areas, checkout and a MVP fashion and sport equipment microsite were all covered over a period of design sprints. The fashion microsite was to be a soft launch test which would later be incorporated into the main e-commerce website with it’s own dedicated areas once sales were assessed and customers feedback validated. I also worked on white labelling refurbed’s Buy Back mobile device re-sale product and improving the user experience of the product.
The Outcome
Results
The sustainable fashion test site was a success, customers were responding well to it’s offering and sales were healthy enough for the microsite content to be expanded and added to the main refurbed website. The website design re-fresh, after multiple sessions of live a/b testing was shown to be continuously improving customer experience and increasing sales. The design refresh is still being used today in 2024.
My Design Process
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Every project begins with understanding and research. Identifying and understanding the problems of a product or an idea and how something works is at the base of every project I tackle.
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After the understanding of the problem has been thoroughly researched and understood I then begin to ideate through, sketching, holding workshops, creating mockup designs and prototyping journeys and flows .
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Testing designs and user experiences with human beings is the next step in the process, and the way of validating ideas explored in the previous process of sketching and designing potential solutions. The insights gathered from user testing is assessed and the learnings then help to evolve the design and thinking.
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After testing and iterating, testing again if necessary it’s then time to start refining and finalising designs into a finished product ready to be built by development teams. Project depending, development can also be part of the test process for A/B test and other forms of validating designs in a live environment. Final designs will be thouroughly tested again for QA to ensure design and behavious are correctly implemented.