Laufladen
An online running shoe Webshop
Role
UX Designer, this was a solo project as part of my UX Journey
Timeline
14 Days
Tools
Adobe XD, Participate, MS Office, Pen & Paper
Project Overview
Problem Statement
Problem Statement
The running shoe eCommerce and retail shop Laufladen needs a way to improve his eCommerce page, so that he remains competitve. Goal: Increase the conversion rate 10%.
Solution
The goal is to improve the webdesign of Laufladen so that customers are more likely to shop in the eCommerce shop. Create an intuitiv, well designed webpage to increase the satisfaction of customers and to make their online shopping experience fun and enjoyable! Increase conversion rate to 10%.
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What I loved about Landau Running Company is their personal tone, their storyline, and the personal video.
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Decathlon offers different prices and service thinking, but they are leading especially in terms of eCommerce and not without any reasons. Decathlons products pages are clearly structured showing all product features like weight, fit, comfort, adding details as Icons, Blog pages to the page make shoe shopping an easy, hassle-free, and enjoyable experience. Rounded up with a great business strategy which comes with a 90 days return policy, free shipping.
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As I am a customer of Laufladen myself, I know that the owner is a legend in his field. People are coming to his shop because of his knowledge about running. He is still doing marathons and he is about 60 years old.
Recommendation
I would recommend a personal webpage for Laufladen which puts the owner and his experience in the center of things. I will accomplish this in the webpage redesign with a long storyline, telling his story and achievements. With Decathlons webpage in mind, I would further recommend adding detail to the product pages to show features and functionalities.
Summary
Empathise
Competitor Analyse
I picked three competitors which are located (+- 30km) of Laufladen. The competitors picked differentiate in their company size, business strategy and service standards. What they all have in common: they sell sport shoes!
Research
Usability Tests
Regarding to the short amount of time I conducted two remote Usability Testings on the current Laudladen webpage with people who are runners themselves or do had online shopping experiences. The goal was to find out what they think about the current webpage and what features they would expect to see, where they expect them and how they would like them to be displayed on the page.
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Let’s see if my previous recommendations were right or what new ideas had been found!
Usability Test with Alan
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Question: The page is named after the owner, he is a legend with a huge running history. Where would you expect to read his story? What information would you love to see?
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1. Answer: To see his story immediately.
2. Answer: At About Us Page, I would expect is his motivation and why does he want to help others?
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Summary: I am happy about the feedback, because it goes along with to my hypothesis. Centering the owner and his story will give value to the webpage and create a great shopping experience!
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Question: Please describe a online shopping you had in the last year- that positevitely surprised you?
1. Answer: Actually with rebook I remember what I really liked on the shoe page: the short videos, there were several models who all tested the shoes jumping, walking. Different models in the video. Nice appealing pictures, it was easy to see how they move. This made me buy the shoes. Also with the short description I could see everything in hand, for what I can use them.
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Summary: I haven't thought before about the importance to have different modals in the product video. But now it makes sense, every person is different has different needs and can associate with another person. Therefore I would keep in head that it's important to represent different customers. Also this feedback shows that my previous hypothesis was right, a product page needs to contain valuable information, features and short informative descriptions to make the user shop.
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Insights
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User Stories
As an online shopper, I need an appealing product page with detailed information about the product so that I can better decide if the product fits to my needs.
As a mother, I need a product page with short videos of different people wearing the shoes, so that I better understand the functionalities of the product and to better imagine how they would look on me.
As a person who shops running shoes online, I need a easily understandable shoe conversion chart on the product page, so that I can easily shop for the right shoe.
As an online shopper, I want to see all costs first hand to be sure that there are no hidden costs, to go ahead and set my order.
As a User, I would like to see additional recommendations for YouTube, Blogs so that I get more ideas of what experience I could have with those products.