Awatsukuyomi
AwaTsukuyomi Farm is an e-commerce site that sells fresh vegetables through one-time and subscription purchases.
Summary
I redesigned an e-commerce website with a UI/UX focus to improve sales. As a result, repeat purchases increased by 20%, conversion rate by 180%, and sales by 45%.
Timeline
October 2024 - January 2025
My Role
Responsive Web Design, UI/UX Improvement
Problem
I analyzed user behavior with Microsoft Clarity for one month to identify UX pain points. The results showed that most users took about five minutes to find the vegetables they wanted and complete a purchase.
A new subscription service was also being added, so I also needed to design a product page UI that would allow smooth purchasing.
Solution
Based on the research data, I focused my design mainly on the areas with user pain points, for example, the site menu, categories, and product detail pages. However, I maintained the existing visual style and layout, because users were already familiar with it. I also created a dedicated landing page for the subscription service.
Design Improvements
To make categories easier to reach, I placed them at the top with easy-to-recognize icons. I also redesigned the header and hero image to communicate the content clearly.
Created custom-made icons for each category.
Design
I improved the UI and UX of the top page, collection pages, and product detail pages.
