Brides’ Project sells donated wedding dresses to raise funds for fighting cancer.
To date, the Brides’ Project has raised over $1.4 million to support cancer charities by donating all their profits earned from selling donated wedding dresses to the bride-to-be.
As their website has been operated under limited resources since in operation in 2004, this not-for-profit organization would like to refine their website in order to improve customers’ shopping experience. It is aimed that by improving the shopping experience, they can boost sales and hence enhance their fundraising capactiy.
I am a UX/UI designer working with a team of 3 other UX designers including Courtney Hill, Cynthia Huang and Joey Yao.
The Brides’ Project is now operating their website in two platforms: Wordpress and Shopify. Users find it difficult to locate the shopping page.
88% of customers think detailed product pages are crucial for making a purchase decision.
Making products easy to find through simple search and navigation is the most important attribute of the online shopping experience for 61% of shoppers.
It’s considered a success if > 70% of women agree that browsing wedding dresses on the re-designed website is as easy as any other commerce sites
It’s considered a success if the conversion rate increases by 50% as compared with the current design
Our team carried out Heuristic Evaluation to identity which features in the webpage needed to be iterated.
We began with sketching ideas how the landing page and the entire shopping process should look like.
In order to accurately evaluate how the re-design can speed up the shopping process, I carried out the usability testing with 5 users. Below shows the heatmap recorded by Useberry.com.
The re-design facilitated by Heuristic Evaluation can benefit the organization as it will enable easy and quick updates in the future by consolidating all page functions on the same platform, which will in turn save administrative cost (monetary and time).