Prezola
Prezola is the UK’s leading online wedding gift list. This project is a redesigning of the gift list page which shows information about the couple and products they added to their list.
These two steps of the user journey have been identified as the most important for this page redesign. I will be taking a mobile-first approach, prioritising simplicity, efficiency, and a seamless experience on mobile devices. This ensures that our key functionalities are easily accessible and optimised for the majority of our users, who are increasingly engaging through their smartphones.
Filters
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Heat-map Insights
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Heat-map analysis shows that filters are the most frequently clicked feature on the list page.
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This indicates that users heavily rely on filters to navigate and refine their search results.
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Initial Steps for Optimisation
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Our priority was to optimise filters for mobile users to provide a seamless and efficient experience.
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We focused on reducing the space filters occupy while maintaining functionality.
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​Space-Saving Design
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We aimed to design filters that take up minimal space without requiring users to expand them on mobile.
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This approach provides a cleaner interface and quicker access to filtering options.
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Direct Search and Refinement Options
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Users should be able to search directly or refine their search using the filters.
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This dual approach caters to different user preferences and search behaviours.
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Placement Above the Fold
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Keeping the search bar and filters visible above the fold is crucial for immediate access without scrolling.
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This placement meets user expectations and enhances page usability.
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Combining Filters
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Filters can be combined or grouped to create a more streamlined and efficient filtering process.
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This method reduces clutter and allows users to apply multiple filters intuitively and quickly.
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Product Cards
Minimising Space for Editing Tools:
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Editing tools are now accessed via a pencil icon, reducing their space on the screen.
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Clicking the pencil icon reveals all editing options, maintaining a clean interface.
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Quick Buy Option:
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The Quick Buy feature allows users to add products directly to their basket without opening the product detail page.
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This streamlines the purchasing process, making shopping quicker and easier.
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Visibility of Purchased Products:
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Purchased products remain visible but are not clickable, preventing unnecessary navigation.
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Users can use filters to remove purchased items from the display if desired.
Extras
Gift Voucher Option:
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Introduce an option to buy a gift voucher directly from the page.
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"Inspire Me" Section:
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A section that recommends other products based on your current list or search history.
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This section can potentially combine with user-shared content, featuring shoppable inspiration shots of products used by other customers.
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Progress Bar:
Enhances user experience by providing a visual indicator of task completion, which can significantly improve engagement and conversion rates.
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Motivates Users to Complete Tasks: By showing how close they are to finishing, a progress bar taps into the psychological principle of "endowed progress," motivating users to complete their tasks.
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Improves User Satisfaction: A clear sense of progress makes the user journey feel more rewarding, reducing frustration and increasing overall satisfaction.
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Reduces Drop-off Rates: Users are less likely to abandon their tasks when they can see how much progress they've made and how little is left to do, thereby increasing completion rates and conversions.
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Guides User Behavior: The progress bar subtly guides users towards task completion, creating a smoother, more intuitive journey, which can lead to higher engagement and better outcomes.
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Mockups
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Design Decisions
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Consistency: The design maintains a consistent theme throughout, with a unified color scheme and consistent typography. This consistency reinforces brand identity and provides a familiar experience across different devices.
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User-Centric Approach: The interface is straightforward, with primary actions (searching, filtering, adding to the basket) front and center. This aligns with the user goal of easily finding and purchasing gifts.
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Emphasis on Flexibility: By including filters and a gift card option, the design accommodates a wide range of user preferences and needs, enhancing the likelihood of successful purchases.​
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