E-commerce
The New Look of DAFITI:
A Redesign Journey
Dafiti, latam’s largest ecommerces
dafiti
Argentina
Why this redesign?
Dafiti is one of the most important e-commerce platforms in Latin America, specializing in fashion. It offers a wide variety of products, including clothing, footwear, and accessories. Despite its success, Dafiti faces challenges in terms of usability and heuristic compliance, which negatively affect the user experience.
Metric to track success
• Increased user task completion rate to 90% or higher.
• Increase in average session duration to over 4 minutes.
• Reduction in cart abandonment rate to below 30%.
• Increase in monthly active users by 20%.
• Improvement in customer satisfaction score to 4.5 out of 5.
• Reduction in customer support inquiries related to navigation and purchase process by 40%
Go to prototype
User Research
We conducted a qualitative study with 15 users aged 25-45 through online surveys to understand their experiences with our app and website.
40%
of users reported being satisfied with their experience on the app. This indicates that the majority of users are not satisfied, highlighting critical areas for improvement.
We collected key insights about problems in the previous version of the app.
70%
of users admitted having problems finding sizes and filtering products on the app. This is a significant issue that directly impacts usability and user satisfaction.
Insights
We conducted a qualitative study with 15 users aged 25-45 through online surveys to understand their experiences with our app and website.
Improve the Purchase Process on the App:
Simplify and optimize the purchase flow in the app to make it more intuitive and efficient.Implement UI and UX improvements based on successful patterns from the website.
Optimize Search and Filters:
Address the issues with searching and filtering products to make finding sizes and specific products easier and quicker.Conduct usability testing focused on these functionalities to identify and correct friction points.
Matrix of desirability vs feasibility
ALTO
ALTO
valores para los usuarios / DESEABLES
Facilidad de implementación / FACTIBLE
4. POR AHORA NO
Un rediseño un poco más limpio visiaulmente a toda la App
Un chat bot dentro de la app
2. SI SOBRA TIEMPO
Que el usuario pueda colocar su info y la tabla de talle le devuelva justo lo que el necesita. Además de un diseño ordenado y limpio
Una sección para agregar las marcas favoritas y sean lo primero que aparezca en el home. También notificaciones con novedades de las marcas favoritas y nuevos items ingresados.
Que el usuario pueda compartir el carrito de compra.
Mejorar la accesibilidad: hacer más inclusivos los segmentos y categorías.
Rediseño del home a uno mas minimal y simple.
Agregar barras de estados para que el usuarío pueda ver el avance de su trayectoria dentro de la app. Sobre todo al momento de hacer la compra y finalizarla.
Rediseño de la sección de filtros, mas entendibles, simples de utilizar, con menos elementos.
Mejorar la usabilidad y visualización de los pasos previos a finalizar la compra ( dirección, envío, tarjeta).
Los datos como: cuotas, promos bancarias, tarjetas, poder agruparlos. como tarjetas bancaría para futuras compras
Agregar una sección en favoritos tipo tablero de Pinterest
1. HACERLO YA!
3. HACERLO LUEGO
Feature #1
Improving the way our users find products and categories
To enhance user experience and address navigation issues, we redesigned the mobile app's information architecture for navigating categories and selecting products. Key improvements included clearer category labels, a more intuitive navigation flow, optimized visual hierarchy, and responsive skeleton screens. These changes aimed to streamline browsing, making it easier for users to find products, thereby improving usability and satisfaction.
Feature #2
This feature enhancement aimed to address the 70% of users who reported difficulties in finding sizes and filtering products.
we implemented advanced and intuitive filtering options, an enhanced search algorithm for more accurate results, a user-friendly interface, and quick access filters for commonly searched categories.
Dafiti app redesign achieved:
The redesigned Dafiti app now features a minimalist interface that aligns with contemporary e-commerce trends. Key improvements include: Improved Usability: The design minimizes visual clutter, making the purchase process clearer and more enjoyable.
• Increased User Trust: A streamlined interface builds confidence in the app.
• Higher Engagement: The app attracts more users and reduces the time needed to make a purchase.
Lessons Learned
I am very proud of our ability to conduct research, design, and usability testing. I managed this entire project on my own while being a student and working full-time. However, there are always areas for improvement:
Collaborative Efforts: Engaging more stakeholders and team members in the process could have provided diverse perspectives and potentially enhanced the final outcome.
Extended Testing Period: Allowing more time for usability testing could have uncovered additional insights and further refined the design.
Iterative Feedback: Implementing a more iterative feedback loop during the design phase might have addressed user pain points more effectively.
Resource Management: Better management of resources and seeking external help could have balanced the workload and improved efficiency.