uniball
Uniball's e-commerce platform was struggling with user engagement and conversion due to poor product discoverability and comparison capabilities. 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.
The Challenge
Users faced three critical issues when shopping on Uniball's website:
Difficulty accessing detailed product specifications, resulting in purchase uncertainty and high bounce rates
Inefficient filtering system that lacked essential criteria like ink type, pen type, and price ranges
Inability to effectively compare multiple products side-by-side
These challenges were significantly impacting user satisfaction and potentially affecting sales performance.
Project Goals
Our team set out to achieve three primary objectives:
Implement comprehensive product specifications on all product pages
Develop an advanced filtering system with improved visibility and efficiency
Create an intuitive product comparison tool for informed decision making
Research & Discovery
We initiated the project with extensive user research to understand pain points and user needs:
Conducted detailed surveys with existing Uniball customers
Performed user interviews to gather qualitative feedback
Analyzed existing website analytics to identify problem areas
Created user personas and journey maps to guide our design decisions
Research & Discovery
We initiated the project with extensive user research to understand pain points and user needs:
Conducted detailed surveys with existing Uniball customers
Performed user interviews to gather qualitative feedback
Analyzed existing website analytics to identify problem areas
Created user personas and journey maps to guide our design decisions
Design Process
Our iterative design approach included:
Initial Prototyping
Created wireframes for enhanced product pages
Designed multiple versions of the filtering system
Developed prototypes for the comparison tool
User Testing
Conducted multiple rounds of usability testing
Gathered feedback from representative users
Iteratively refined designs based on user insights
Final Implementation
Developed a comprehensive product specification display
Implemented an advanced filtering system
Created an intuitive comparison tool
The Solution
We delivered three key features:
Enhanced Product Pages
Detailed specification sections
Clear attribute presentation
Improved product imagery and information hierarchy
Advanced Filtering System
Real-time filter updates
Multiple filtering criteria (Ink Color, Body Material, Point Size)
Clear visibility of active filters
Product Comparison Tool
Side-by-side comparison capability
Key specification highlighting
Easy add/remove functionality
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