AITO LLC

Rewrite E-Commerce Experience

Creating a smooth shopping experience that helps startup gain revenue

Role

Lead UX Designer

Timeline

Dec 2022 - May 2023

Team

1 Project manager

1 Software Engineer

1 Mechanical Engieeer

Responsibility

Interaction Design

Visual Design

Competitive Analysis

Information Architecture

Usability Testing

View the Website

About

AITO is a newly e-commerce startup specializing in tactical rifle scopes in Salt Lake City, UT. It is currently rolling out its inaugural product line.

Work Summary

I spearheaded the redesign of the homepage, product design page, and return page to streamline the user experience. In addition, I developed a cohesive visual and brand identity to harmonize the company's image. Furthermore, I implemented responsive design across all platforms to ensure consistent accessibility and usability.

Design Impact

The website was successfully launched in January 2023, generating $12k in sales within 3 months and resulting in 33% increase in user retention on MVP Pages.

Research

Key Insights

Three main problems I identified from 23 customer emails and user feedback.

Low loyalty and trust

When it comes to selecting electronic products, people generally tend to favor well-established brands. Consequently, there is a significant level of skepticism towards the new brand AITO.

Low loyalty and trust

When it comes to selecting electronic products, people generally tend to favor well-established brands. Consequently, there is a significant level of skepticism towards the new brand AITO.

Low loyalty and trust

When it comes to selecting electronic products, people generally tend to favor well-established brands. Consequently, there is a significant level of skepticism towards the new brand AITO.

Steep Learning Curve

Given the complexity of the riflescope's features, which may include unfamiliar technical terms, users might have difficulty understanding the jargon when making a purchase.

Steep Learning Curve

Given the complexity of the riflescope's features, which may include unfamiliar technical terms, users might have difficulty understanding the jargon when making a purchase.

Steep Learning Curve

Given the complexity of the riflescope's features, which may include unfamiliar technical terms, users might have difficulty understanding the jargon when making a purchase.

Low conversion rate

With our original home page, we are more fousing on branding our company name. There is no direct button to the produt, which result to a low conversion rate.

Low conversion rate

With our original home page, we are more fousing on branding our company name. There is no direct button to the produt, which result to a low conversion rate.

Low conversion rate

With our original home page, we are more fousing on branding our company name. There is no direct button to the produt, which result to a low conversion rate.

FEATURES

Improve the user experience of the online market, enhance branding impact, add new content pages, and attract online consumers from Youtube.

Design Criteria

Easy-to-use product purchase process

User-Friendly Product

Increasing Conversion Rate

PROCESS

Design

Designing more flexible Site Map for Improved Conversion Rates

Develop a versatile Information Architecture (IA) that facilitates seamless adaptation to the dynamic mindset shifts inherent in redirecting towards the Minimum Viable Product (MVP). This involves establishing multiple entry points for the Place Detail Page, ensuring a flexible and user-friendly structure to accommodate evolving requirements and priorities.

Product-oriented homepage

Product page

Visual Design

Optimizing Visual Design to Enhance Learning Journey

Adapt the terminology to align with the user's mental model. Recognizing the intricate nature of riflescope data and the use of technical jargon, I have proactively addressed this challenge by developing a dedicated website banner. This strategic approach aims to enhance user comprehension by visualize the data and key features ultimately ensuring a visually engaging and more accessible experience for the users.

Design System

In order to maintain consistent implementation of components throughout the site, I developed a comprehensive UI guide outlining color palettes, typography specifications, and reusable UI elements.

Target Users

25 to 60 years old
Shooters and Hunting Enthusiasts
Outdoor Enthusiasts and Survivalists
Firearms Enthusiasts and Collectors