UX/UI Case Study: e-Commerce redesign
We are about to redesign the desktop of a local business website with the aim of improving its shopping experience.
The Brand
Farmaciabarcelona is the e-commerce of Farmacia la Pedrera, a pharmacy located in the very center of Barcelona. Facing Antoni Gaudí´s Casa-Milà!
Our client is a local and nearby brand with a physical store and a tradition over 40 years.
The brand is selling through the e-commerce natural and toxin-free Para-pharmaceutical products, formulated by Dr. T Castells, an expert pharmacist.
The SUPLY
Since 2015, Spanish law only allows licensed physical pharmacies to sell part of their products over the internet, but due to the strict and complex regulations, most businesses choose to focus online sales on OTC products.
In 2019, the pharmaceutical eCommerce market moved in Spain 187.3 million euros.
PROMOFARMA
3 Million visits per month.
MIFARMA
2 Million visits per month.
DOSFARMA
2 Million visits per month.
FARMAVAZQUEZ
175.000 visits per month.
The DEMAND
Online drugstore Spanish buyers tend to be young women in between 25-45 years old.
01_SURVEYS
60%
Online shoppers look for product information on the web before buying it.
85,5%
Read the product description, being a decisive factor in their purchase.
60%
Buy the same product in a physical pharmacy as well as online.
02_INTERVIEWS
Which are the decisive factors that affect the purchasing decisions of our users?
USER PERSONA
Task Analisis & User Journey.
We tested the actual product with 6 different users and set up the user journey.
Must haves
We are in the need of creating a landing page where:
- The user understands what kind of product we are selling.
- We clearly show interesting offers attracting our user attention.
- The users can easily find the products they are looking for.
- There is a safe space where the user data is stored easing product purchases.
Card sorting
This technique is extremely useful for creating, validating or discarding our organizational hypotheses.
We sorted out our site map and the menu content and filters by using a closed card sorting. This design method, helped us to uncover our Users’ Mental Model for creating a better Information Architecture for our site.
Mid-fi testing
We fine-tuned workflows and design details testing our mid-fi web page with 6 different users.
High-Fi workflow
