shopB2Z Homepage Redesign

Re-imagining Z SUPPLY’s wholesale website.

TIMELINE:
6 Weeks (in total)

TEAM:
Z SUPPLY Developers

MY ROLE:
Product Designer

TOOLS:
Figma, Adobe XD, Adobe Photoshop, Basecamp, Asana

THE NEED:

A more relevant homepage experience for wholesale clients to buy in bulk.

01. THE PROBLEM

shopB2Z contained outdated designs and user experience practices that hindered itself from its selling potential. We began this project to first tackle the navigation since many of our users were shopping from a product page located on the homepage, and not exploring and being directed to options of where they want to go. After that, the rest of the homepage was evaluated and redesigned.

02. IDEATION + GOALS

The goal was to accommodate visitors looking for a specific outcome, while directing the attention of the ones who aren’t. We started with assessing our consumers and their buying behaviors before we designed solutions.

RESEARCH:

Wholesale customers are driven by THEIR customers.

  1. Repeating orders is encouraged

  2. According to a report by Google:

    • “42% of B2B customers use their mobile devices during their purchasing process”

    • “Nearly half of B2B buyers are millennials”

  3. According to Shopify:

    • “When offering more products for sale, more people will visit, but fewer people will make the purchase. Why? No information cluster, choice overload, analysis paralysis”

HOMEPAGE ASSESSMENT:

Navigation:

  1. Difficult to use dropdowns - Leads to a blank page when a user doesn’t input the right combination

  2. Broken dropdowns - “Show All” dropdown leads back to the homepage

HOMEPAGE:

  1. Search box is too short and hinders the user to see a standard range of character values

  2. Overlay type is not as enticing and sometimes is difficult to read

  3. Too many “Trending Reorder Styles” results on carousel, also too small to view each product

  4. Category captions on main homepage aren’t easily visible

  5. “All Styles” category section on homepage shouldn’t exist

    • Too much to view on homepage below the fold

    • Too crowded

    • Pagination leads itself to a different page

  6. Missing footer

03. REDESIGN

RESULTS

With a more visual navigation and a cleaner homepage redesign, we saw an uptick in site interaction. There was an increase in movement to category pages away from shopping on what’s just on the homepage. Users were easily directed to major “hot spots” of the site where common buying purchases are made (ex. Immediate orders, Virtual Showroom, etc).

KEY TAKEAWAYS

Seeing these drastic changes and huge improvements come to life and yielding successful results was truly a gratifying experience. This site went through its first redesign and UX evaluation and being a huge hand with it is something I can’t ever really forget.