T H E P R O B L E M

Current users have a lack of trust

Sales and site visit analytics have decreased due to difficult use. My goal is to supply AliExpress with the proper tools and solution to increase sales and click rates.

T H E S O L U T I O N

A redesign of the current site and smoother navigation

C O M P E T I T I V E A N A L Y S I S

I analyzed the 4 most popular apps involving an ecommerce aspect. I found that almost all of them had strong visuals and displayed company transparency. This then became my opportunity to find a the solution.

U S E R I N T E R V I E W S

User want clear visuals and simple navigation

I read and dissected the user transcripts provided so that I may better understand why the user lacks trust in AliExpress and what is of the utmost importance to the user.

P E R S O N A

Based on multiple user interviews, I was able to come up with a general persona from the user’s standpoint.

J O U R N E Y M A P

Understanding the customer’s journey more

I developed a journey map to understand the user’s feelings while purchasing a product from AliExpress. This helped me to identify specific pain points in the process and opportunities to improve the users’ experience when navigating AliExpress.

U S E R F L O W

Identifying unnecessary steps for the user

The next step for me was to create a user flow to better understand all of the steps a user has to go through to make a purchase.

P R O P O S E D S I T E M A P

Clear and simple navigation = better user experience

After reviewing the current user experiences while using AliExpress, one of the major areas of improvement was the current site navigation. I have below a snippet from my proposed site map for AliExpress.

I proposed a new sitemap to increase navigation efficiency by:

• Removing all repeating pages; as it was found to be unnecessary.

• Removing and combining product categories to reduce overlap.

• Organizing the categories based off of most visited commonly among ecommerce websites.

link to full extensive site map coming soon!

S T Y L E T I L E

F I N A L P R O D U C T

C O N C L U S I O N + N E X T S T E P S

My process to solving this problem..

Conducting user research and creating deliverables allowed me to empathize with the past, current, and future users of AliExpress.

During this project; I empathized with the users to understand their needs, goals, and painpoints; defined the problem and goal; ideated ways that AliExpress could increase trust amongst its users; and prototyped my solution to the current problem.

If I were to continue this project, I would test these prototypes with potential users. Through testing with multiple users, I would then be able to learn if my hypothesis was validated. Did I meet the users’ needs, goals, address their distrust?

• If validated, I would prepare for handoff

• If invalidated, I would return to the ideation phase and continue to prototype and test until I reach a solution to the problem.

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