E-Commerce Redesign //
UX Case Study
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The Challenge
Creative Cables is an Italian company designing, assembling and distributing custom lighting solutions in 27 lands via e-commerce and 12 brick & mortar shops.
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They call themselves “the LEGO of lamps” since customers can create their lamps as they please, taking advantage of the broadest combination of components, probably in the world.
Cables, bulbs, switch, plugs, everything is designed and produced in Italy, the company headquarter is in Turin.
CC focused on expansion and clients' acquisition, which lead to growth but at the expenses of the brand, thus the company values are neither felt nor shared, internally and externally.
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The Process
The first thing we did, was to interview 20+ employees of the company.
We spoke directly to sales managers, shop managers, etc. and we spent some time to define what was the perception of the brand, what was the best and the worst, from a client perspective.
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We have highlighted areas of success, areas of improvement and generated ideas about how the future of the company could look like.
The company's values were not clear, the products and shop design is too cheap compared to the quality of the product itself (made in Italy, high).
Exploration:
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The Outcome
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We have produced a detailed (anonymous) report from the user interviews. We have redesigned the e-commerce, focusing on a new, simpler UX with features coming directly from the user perspective.
The UI reflects now more the brand values and positions the whole brand on a higher level.
The UI reflects now more the brand values and positions the whole brand on a higher level.
New screens:
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Numbers:
— 20+ employees interviewed.
— New UX and UI in 1 week.
— Increase of value perceived from end consumers, from 20€ (min. purchase perceived) to 50€.
— 20+ employees interviewed.
— New UX and UI in 1 week.
— Increase of value perceived from end consumers, from 20€ (min. purchase perceived) to 50€.
