Initial UX Proposal

From CX Specialist to UX Researcher & Designer

About the Project

This project marked a turning point in my career, where I transitioned from an After Sales Service Specialist to a UX Researcher & Designer. After reviewing the company's website and identifying critical bottlenecks in the user journey, I created a comprehensive UX proposal that addressed these issues and presented it during a team meeting.

The improvements focused on enhancing the homepage, product page, checkout experience, and post-purchase interaction. This UX proposal ultimately led to a significant promotion

Background and Role

The company’s website lacked crucial information that customers were consistently asking about, leading to confusion and inefficiencies in both the product and checkout experience.

While still working in CX, I led this UX proposal, conducting research, identifying bottlenecks, and proposing changes. This proposal not only improved the customer experience but also earned me a promotion to UX Researcher & Designer.

Home Page

Pain Point: Lacked vital information such as tablescapes, personalized bouquets, and weddings/events, which were frequently asked about by customers.

Proposed Solution: Suggested adding these topics to the homepage to align with customer interests.

Figma file

Product Page

Pain Point: Critical information like loyalty points, company disclaimers, and flower delivery options were overlooked due to layout.

Proposed Solution: Consolidated information above the fold and fixed the Add to Bag button’s functionality on mobile.

Figma file

Checkout

Pain Point: Delivery charges and vouchers were often missed, leading to customer frustration.

Proposed Solution: Reorganized the page to make the order summary static and highlighted important information, such as free delivery thresholds and voucher codes

Figma file

Order Confirmation

Pain Point: The confirmation page was bland and didn’t offer any post-purchase value to the customer.

Proposed Solution: Added a personalized thank you message, flower care tips, loyalty points display, and a birthday feature for future promotions.