OpenGift - How to increase conversion by 25% in four months?
See the case of the project of an online gadget store for B2B, who came to us with the challenge of improving the shopping path. Our task was to introduce point changes (evolution) that will follow the emerging traffic on the site and direct buyers to the final purchase with the support of offline activities.
OpenGift.pl jest liderem na rynku polskim, oferującym gadżety reklamowe z personalizacją dla klienta B2B. Zostaliśmy zaproszeni do przeprojektowania ścieżki zakupowej w celu jej udrożnia. To był początek szerszej współpracy.
For a client from the MedTech industry, we designed a new website that focused on providing patients with the most important information. We have made sure that the search for information is intuitive also on mobile devices.
The process allows customers to edit information from the cart panel and navigate through the checkout in a clear and understandable way.
Customer Journey Map
UX & UI
Wireframes
Workshops
research
Design challenge
- We care about people, which is why we want the website to be accessible to people with disabilities and the elderly, meeting the WCAG AA level guidelines for accessing content published online.
- Our task was to organize the purchasing process in such a way that it supports both B2B and B2C sales.
- Since the purchase process required an often complicated and incomprehensible configuration, the company faced a large portion of inquiries from customers and abandoned carts.
Purpose of the project
Increase conversion and decrease bounce rateImproving the shopping experience of customers, especially on mobile, where customers most often abandoned the cart. Increase conversion up to 2-3%
Making online shopping easierArrange the information architecture so that users have no problem configuring the product for their needs and do not seek help from Customer Service
Consistent and clear design
Refreshing the design of the website, creating clear guidelines for the use of colors and graphic elements in the navigation of the website, while maintaining the current character of the brand
Cooperation at the highest level! It's been a long time since we felt so cared for as an organization. Exemplary preparation for workshops and meetings, and the final project elaborated in detail.
As a person 20 years in the industry
In e-commerce, I consider the level of UX/UI to be very high. Anyone who wants to go to the next level of UX/UI already knows who to turn to.
Design process
Expert audit
Before we formulated the main assumptions of our work, we conducted a detailed audit of the state of affairs, supported by analytics and conversations with stakeholders, including customer service representatives.
In this way, we were able to identify the hottest customer problems and immediately propose so-called quickwins — improvements that can be implemented right away, improving the user experience already at this stage.
Audit conclusions
01Poorly planned layout, most of the information under the first fold
02Inconsistent design and color scheme of page elements
03
Poor visibility of products in the gallery04
The most important information at the bottom of the page (price)05
Layout not adapted to mobile devices
User path
Design workshops
During the workshop, our goal was to understand the perspective of patients — their problems and expectations and what solutions on the website can support them in the process of using it and how to better sell their services to them.
Exploratory interview.
Insight: There are many dependencies between the individual elements of the cake, which affect both each other and the final result.
Benchmarkering
Insight: In the process of generating solutions, it is important to show the entire path and the current stage of creation to make it easier for the user to understand the whole challenge.
- clear visualization of the place of printing
- flow of adding a graphic file with a simple instruction
- Featured Visualization of Price and Influencers variables on it
Project mobile
A large amount of information and configuration elements required careful layout of the site on mobile devices. We have introduced a new gallery view and configurator. To keep the most important information on top, we used a Sticky Header with price information, pinned to the top of the screen.
Supervision of implementation
Since the audit pointed to the visualisations of the elements that were unclear to the user, we organized and simplified the design. In it we have added rules for the use of colors and the presentation of elements, including buttons, links or iconography.
Shopping Cart and Checkout
Aiming for complete user autonomy in the purchasing process, we have also redesigned the cart and checkout views.
Edit from the shopping cart
Because setting up a product often required changes, it was important to give the user the ability to edit and apply changes without having to go back to the product tab. With a small screen space, it became important to carefully layout the UI, including dividing the screen into drop-down sections or shortening the names of elements.
Clear overview of the checkout process
We've added a clear breakdown of the buying process into steps and extracted important pricing and payment information.
Change monitoring
After the implementation of the new version, we observed the behavior of users
- we looked at recordings of user sessions
- we observed changes in the conversion and operation of the cart
- we paid attention to the special behavior of customers
- observed conclusions were introduced into the project
The solution designed by us is adapted to the needs of people with disabilities in accordance with the WCAG 2.0 AA standard.The generator explains to the user the relationships between the elements of the cake, protects him from choices,
which can lead to disappointment and praise him for the best flavor combinations.
Education Section
An educational section has been created, which tells about the very idea of cakes and about individual elements and recipes.
We have observed particular uses of the basketIt turned out that users add products to the cart, creating a temporary shopping list for themselves, and then edit the cart, deciding to make the final purchase. This observation allowed us to understand the need to configure items already at the basket level.
What we do
$3 million in funding raised
The PoC project allowed our client to raise $3,000,000 in funding to build an MVP and further develop.
MVP has been launched in the Australian market
Thanks to the funding, an MVP was built, which was launched in the Australian market and is currently pivoting for a Product-Market Fit.
Award at the EXAW Experience Awards
Our project was awarded in the first UXoM competition in Poland — EXAW Experience Awards, winning the second prize.
Our team worked in a design model
![This is what you need to know to make your medtech business work [+UX examples]](https://cdn.prod.website-files.com/665f016b950e89499f580acc/671b831663a2597f47c963f3_Grafika-nr-1_-tytul_-Innowacja-termometra--scaled.webp)
