From browsing to buying: How UI/UX design impacts e-commerce journey

Good design is good business. - Thomas J Watson, Former CEO of IBM 

Customers are flooded with choices when it comes to online shopping. Apart from the giants like Amazon and Walmart, there are a plethora of specialist online retailers for every product segment and local players in each country and region.

The fierce market competition coupled with the fleeting attention span of customers makes it inevitable for e-commerce platforms to transform their digital presence to an exceptional level. Foundational to this transformation is intuitive and impactful UI UX designs  – the discipline of designing user-centric digital products. 

This article discusses the pivotal role of UI UX design in e-commerce applications. More than just a theoretical exploration, we illustrate the impact of UI UX on e-commerce platforms through a real-life project. So gear up to learn the secret ingredients behind outstanding online shopping experiences. 

Global e-commerce sales growth trend  The Covid-19 pandemic paved the way for a paradigm shift in consumer behavior, reshaping the global retail domain and propelling the growth of e-commerce. As we look ahead, it is evident that the online retail sector will continue to expand, capturing an increasing share of the overall market. Research conducted by eMarketer and Statista projects that global online retail sales will soar to an impressive $6.51 trillion by 2023, with e-commerce websites accounting for a significant 22.3% of total sales. This highlights the growing importance of digital platforms in the retail ecosystem. Latin America witnessed a staggering $104 billion in e-commerce sales in 2022, showcasing the region's immense potential and the rising adoption of online shopping. The Indian e-commerce market has emerged as one of the top five fastest-growing countries worldwide, with a remarkable 25.5% increase in sales recorded in 2022.

Significance of UI UX in e-commerce websites 

According to Forrester Research, a well-thought-out, frictionless UX design can raise conversion rates by 200%. So, to capture the attention of users and set your website apart from the competition, prioritizing UI/UX design is inevitable. Here is why they make all the difference. 

• The outcome of good UI/UX is a great customer experience. It means your website is trusted by a good number of happy users. 
• An appealing website captivates users at their first impression. This is the first step to get established as a brand. 
• An e-commerce website with good UI/UX distinguishes itself from its competitors. It keeps the users engaged and drives traffic to the website. 
• UI/UX projects focus on research, review, and testing. This helps in creating flawless products saving costs in the long run.

From seeds to sales: The role of UI/UX design in nurturing Community Farm’s success

As a premier UI/UX design agency based in India, we get the opportunity to create visually stunning and user-friendly interfaces for numerous e-commerce websites. Though the basic business model may be similar, each e-commerce project is unique in its requirements. Our design approach consistently revolves around meeting the specific requirements of clients.

For the design of Community Farm, an e-commerce platform that connects consumers with organic fruit and vegetable farmers, our design process was guided by three main tasks. 

Task 1: Emphasizing the organic and farm-fresh nature of the produce

One of our primary objectives was to ensure that the website can effectively emphasize the organic origin of products through design. By correctly making use of colors, design elements, visuals, and content, we conveyed the purity and freshness of products through the UI design. 

Task 2: Enabling location-specific product delivery

Location-specific product delivery was a key feature of the platform and we wanted to implement it in a clear and convenient way. We did it by asking users to enter their area pin code once they open the site and before they start browsing. That helped users check product availability first and continue shopping only if their location was serviced. 

Task 3: Communicating specific delivery days for each locality

Community Farm has a different delivery model. Contrary to common e-commerce platforms where deliveries are made daily, Community Farm follows a pre-scheduled delivery date for different locations. Converting this unique delivery schedule to users while addressing their concerns and ensuring their satisfaction was challenging for us. 

Let’s take a look at the critical elements from the UI UX we crafted for the e-commerce platform’s website. 

Captivating home page

All it takes is a mere 50 milliseconds for visitors to form an initial impression of a website. Keeping this in mind, we strategically designed the Community Farm homepage to communicate the website’s offerings with clarity and visual appeal. With thoughtfully chosen colors, images, and words, we showcased the platform as a trusted provider of organic, farm-fresh produce. 

To support the website's credibility and reinforce user trust, we designed a section that promotes the vendors. See the image given below which shows a section “ Top vendor of the month”.  It was intended to build a human connection that would make the platform memorable for users. 

Seamless user journey 

Effortless navigation is the backbone of all e-commerce platforms. With an organized and labeled menu, the design helps users readily select their desired products with no ambiguity. The search bar and well-defined layout ensure an easy shopping experience. Furthermore, a prominently displayed "New Arrivals" section provides users with up-to-date information on available products. These user-friendly design elements enhanced user satisfaction and facilitated seamless interaction with the website.

Effortless decision-making

The thoughtful design of the product listing page with a clear visual hierarchy and concise product information simplified the purchase decision for users. All necessary information required to make a purchase decision, including delivery dates and order customization was conveyed. The minimal UI with only the necessary elements and enough breathing space kept the users away from unnecessary distractions and helped them complete their purchases swiftly. 

Personalized purchase experience 

Establishing a personal connection is vital for the success of any business, particularly for e-commerce websites. The design enabled users to curate personalized experiences by creating custom categories for different purchases.

For example, a user can create a category called “Salads'  and add to the category the ingredients which constitute their ideal salad. Now, whenever the user wants to buy the salad ingredients, he can simply click on the “Salads'' category without any need to pick out each ingredient. This provides a personalized experience and streamlines the checkout process, saving users their time and effort.  

Transparent order details  

The order details page gives users valuable information about their orders, from transactional details to product details. Transparency in order details is of utmost importance in satisfying users. For Community Farm, since the quantity of the delivered items may vary based on availability, it was important to communicate that to the users through design. We ensured that the information is conveyed clearly to create a positive user experience. 

The website of Community Farm seamlessly blends captivating visuals, intuitive navigation, and clear content to provide a positive experience for users. Through our UI UX design, we materialized a space where users can effortlessly browse, discover, and interact with ease. 

UI/UX design fuels e-commerce success

UI/UX design optimizes the user journey and encourages repeat visits. It focuses on creating a user-centric environment that fosters trust, and brand identity and enhances customer satisfaction. As Steve Jobs once said, “ Design is not just what it looks like and feels like. Design is how it works”. And when it works perfectly it becomes the catalyst for,

• Enhanced customer engagement
• Increased conversion rates 
• Meaningful user interactions 
• Lasting customer connection 
• Business growth 

With each click, scroll, and swipe a good UI/UX design becomes the silent ambassador of your brand. 

How Aufait UX builds profitable e-commerce platforms?

With our expertise in UI/UX design, we craft visually stunning websites for various industries, including electrical appliances, sports, perfumes, and jewelry. Our focus goes beyond aesthetics, emphasizing the perfect amalgamation of creativity and functionality to leave a lasting impression on your customers. Here are the core strategies we always focus on while designing e-commerce websites. 

• Personalized experiences that boost conversions

In the fierce competition of e-commerce platforms, personalization is the key to winning over customers. Through deep user research, we delve into the minds of your target audience, gaining valuable insights that shape the user journey. Our UI/UX designers utilize these insights to implement personalized features that enhance the customization of the shopping experience, making your customers feel valued and increasing conversion rates.

• Seamless performance for optimal user satisfaction

A smooth and flawless user experience is vital for e-commerce success. At Aufait UX, we excel in crafting responsive designs that seamlessly adapt to various devices, ensuring a consistent experience across desktops, tablets, and mobile devices. By optimizing performance and reducing loading times, we minimize bounce rates and enhance customer satisfaction. Your customers will appreciate the effortless navigation and intuitive interfaces, resulting in higher engagement and increased profitability.

• Conversion optimization strategies that maximize revenue

Driving sales and maximizing revenue is at the core of what we do. Our team employs proven conversion optimization strategies to infuse persuasive design elements throughout your e-commerce platform. From compelling product descriptions to strategic call-to-action placements, every aspect is carefully designed to encourage users to take the desired actions. We focus on streamlining the checkout process, reducing cart abandonment rates, and increasing the average order value, resulting in a highly profitable online business.

• Comprehensive support for sustained growth

Building a profitable e-commerce platform requires ongoing support and optimization. At Aufait UX, we are committed to providing comprehensive post-launch services to ensure your continued success. Our support includes performance monitoring, analytics tracking, and iterative improvements. We stay by your side, analyzing data and implementing enhancements to continuously optimize your platform's performance, driving sustained growth and profitability.