Project Introduction:
As a senior designer, I was responsible for leading the development of an e-commerce platform focused on personalized photo albums. The goal was to create an intuitive and emotionally engaging user experience, from customization to final purchase, addressing the needs identified through detailed research.
1. Research and Insights:
The project began with a quantitative survey to better understand the profile and preferences of our potential customers, along with a market analysis to identify best practices.
- Demographic Profile: 81% of respondents were women, primarily between the ages of 35 and 44, and from the middle class. This data guided the design towards an elegant and functional aesthetic.
- Storage Preferences: 47% of users prefer to store photos in the cloud, while 43% primarily use their mobile phones. This informed the integration of the platform with cloud storage services and the optimization for mobile devices.
- Interest in Customization: 39.6% of users expressed a strong interest in customizing their albums, and 64.3% wanted to personalize the album before printing. This insight was crucial for developing an easy-to-use customization tool.
- Photo Submission Channel: WhatsApp was identified as the preferred channel for photo submission by 30.7% of users, guiding direct integration with this platform.
2. Design Development:
The design process was guided by a user-centered approach, focusing on simplicity and functionality.
- Complete Customization: The platform was developed to allow customers to choose and adjust every detail of the album before completing their purchase. This includes layout, cover styles, and visual customization options.
- Integration with WhatsApp and Email: Based on user preferences, the platform offers the option to submit photos and track the album assembly process via WhatsApp or email, providing direct and personalized contact with the production team.
- Responsive Design: The platform was designed to be accessible and functional on any device, ensuring a consistent experience whether on desktop, tablet, or smartphone.
View the initial layout here:
3. Results and Conclusions:
The platform’s launch yielded positive results, reflecting the effectiveness of the design decisions.
- User Adoption and Satisfaction: The platform was well-received, especially among the target audience of women aged 35 to 44. The ease of use and customization options were widely praised.
- Personalized Service: The integration with WhatsApp and email for photo submission and album assembly tracking was highlighted as a key differentiator, providing a more personal and engaging experience.
- Customer Investment: Customers showed a willingness to invest up to R$ 1,000.00 in a personalized album. For higher price points, the strategy will be to add more value through premium materials and exclusive features.
Next Steps:
With the platform layout already finalized, the next step is to make it available on the website and implement the post-purchase support system. Additionally, we will continue to enhance customization options and explore new features that can further increase the perceived value for customers.