Ecommerce Website Redesign
Role: UX Designer
Create a friendlier online experience in order to increase membership sales.
Redesign the web pages involved in the process of purchasing
a Zoo membership.
The current website lacked the structure and functionality
necessary for a quick and efficient checkout process.
User Research, Competator Analysis, User Flow, User
Testing, Sketches, Wireframes, Customer Journey Map,
Whiteboard, pen & paper,
I first evaluated the website myself using Tog’s Principles of Interaction Heuristics
to have a starting point for defining problem areas.
The process from home page to completing the checkout scored low in the following areas:
I then had a user go through the process of purchasing a membership and observed the pain points
Comparative & Comparative Analysis
Six Flags has their tickets
& memberships on the
same navigational item & highlighted in green.
and easy way to compare
it’s membership prices
KCRW has a simplistic
making it easy and fast for
the user to to become
Then I analyzed the LA Zoo's web analytics and found that the second most
visited page is the ticket webpage.
I also found that the largest age demographic in Los Angeles is adults aged 20-29. I found this information important to consider if the goal is to increase membership sales. We want to design something that will create opportunity and structure for memberships to appeal to this demographic as well.
Based on the research, I created two personas, one that represented
the LA Zoo’s target audience (families interested in nature), and the
other represents the largest age demographic in Los Angeles.
I then created a scenario for Jill to highlight some pain points gathered from the research and shed light to new ones.
Scenario: Jill is having dinner with her family when she asks her family what they want to do this weekend. They go on to deliberate and decide on the LA Zoo. Jill then gets on her laptop and starts looking up information.
- Redundant & nonfunctioning buttons
- Add Item to cart is unclear
- Navigation Tracking State Unclear
- Checkout cart process inefficient
(not flexible nor informative)
- Cluttered and out of date aethetic
- No consistent brand or logo
- Takes too much time to compare
membership and tickets
- Unclear how long membership lasts
- Checking out takes too long
- Highlight tickets and memberships on the same attention drawing button
- Simplify navigation bar
- Have ticket and membership info be on the same page
- Include comparison chart
- No redundant or non-functioningelements, navigation trackingso users are oriented.
- Clean and simple layoutand aesthetic to minimizedistractions.
Families with 1+ children with an interest in plants, animals, and conservation
In order to make the home page easier to navigate, I simplified the navigation by reorganizing it's elements. I had users card sort the navigational elements into groups and noted the grouping trends to use for the redesign.
- Easier to find membership purchase options
- Checkout process was not confusing
- Search icon is confusing
- Ticket & Membership boxes are cluttered
- Navigation font is difficult to read
- Description font is hard to read
Continue with another design iteration addressing the issues above.
Due to this being a concept project, I have not continued with
the redesign as of yet. It was a great learning experience and
challenge to work through the problems of the initial prompt.