Transforming E-commerce Experience

Project overview

Martin & Servera is Sweden's leading food service provider, supplying restaurants, hotels, and catering businesses with high-quality ingredients and equipment. As part of their digital transformation, they hired me to redesign their e-commerce platform and improve the overall customer experience.

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The process

My design process usually involves user research, competitive analysis, and iterative prototyping to create a modern, intuitive, and user-friendly platform. We focused on streamlining the purchasing workflow, enhancing product discovery, improving search, complaint and order management. M&S UX team has their own design process at place, which was used in this case.

Understand and define the problem

Scope

Even thought I received a scope and improvements description from Product Owner for this project I did not just blindly followed it, I was checking the potential solutions with customers and suggesting the changes where it was needed.

• Create a start page based on today's functionality - we ended up adding new elements while having implementation time in mind and collaborationg tightly with developers (e.g. adding a photo block and shortcut component)
• Prepare a proposal for fewer shortcuts so that we have room for more product recommendations/promotions above the fold - this requirement was agreed upon and confirmed as a good solution during user tests.

Hypothesis

Finding the right product and ordering it feels easy and intuitive. While using tools like Search, My shopping list and My orders I feel that my experience is consistent and reflects the company branding.

Heatmaps and assumptions

We used heatmaps to identify the most important information for customers. New design is a result of UX assumptions and user testing.

Our assumptions were:

"We don't sell shortcuts, we sell food"

"The customer should find a product in the easiest and fastest way and be inspired"

"The customer wants to start shoping when they get to the start page"

As a result we decided to:

• Increases sales area
• Easy access to both calendar and planned deliveries
• Mobile first approach
• Links to take up less space