uniball
UX Research - Prototyping - UX Design
Lead Designer
2024
Users struggled to find detailed product specs and attributes, leading to high bounce rates and uncertainty in purchases. The site’s weak filtering options made it hard to narrow choices by criteria like ink type, pen type, and price. Additionally, real-time filter visibility was poor, and users couldn't easily compare multiple products side by side.
Goals and Objectives
To provide full product specifications and attributes on the product pages to equip users with detailed product information. Implementation of an advanced product filtering system to make the product selection process more efficient and provide a more clear view of the filters. Create a comparison section of the products to allow users to make more informed purchasing decisions.
Design and Prototyping
We conducted surveys and user interviews with Uniball's existing customers to understand their pain points and preferences when utilizing their website. After analyzing the feedback, we started prototyping possible solutions for a comprehensive product specification section, an advanced filtering system, and a user-friendly comparison tool. Multiple rounds of usability testing with representative users validated these prototypes and design decisions and provided further improvement insights until a final design was reached.
Results
The enhanced product search system led to a major reduction in the time required to find product specifications allowing users to identify product differences faster, improving informed decision-making. The advanced filtering boosted search speed which contributed to higher customer satisfaction as reflected in a Net Promoter Score increase from 7.13 to 8.63, demonstrating greater user loyalty and advocacy.
14.75 sec
Decrease in time to find product specs
164%
Increase in product comparison speed
383%
Increase in product search speed
8.63
New Net Promoter Score (NPS) rising from 7.13
