Black Friday 2020
GETTING STARTED
Americanas is one of the largest retailers in Brazil, operating both physical stores and an e-commerce platform. Black Friday is an extremely important period for the retail industry, representing the time of year with the highest sales volume.
In 2022, while browsing the Americanas website during Black Friday, I came across a heavily cluttered page that resulted in a poor user experience.
Black Friday 2020
GETTING STARTED
Americanas is one of the largest retailers in Brazil, operating both physical stores and an e-commerce platform. Black Friday is an extremely important period for the retail industry, representing the time of year with the highest sales volume.
In 2022, while browsing the Americanas website during Black Friday, I came across a heavily cluttered page that resulted in a poor user experience.
Improving the visual
the challenge
This study aims to explore ways to make the Americanas homepage cleaner and more organized while still maintaining all the information currently displayed.
Improving the visual
the challenge
This study aims to explore ways to make the Americanas homepage cleaner and more organized while still maintaining all the information currently displayed.
Analyzing UI
Discovery
I started the process by analyzing the current homepage to understand what was making it feel overloaded and visually unrefined.
Analyzing UI
Discovery
I started the process by analyzing the current homepage to understand what was making it feel overloaded and visually unrefined.
Grid and alignment — The site’s overall alignment and grid structure feel inconsistent and disconnected. There’s no clear sense of consistency.
Aesthetics and minimalist design — Above the fold, the page displays six banners, many of which feel repetitive.
Contrast — The website’s overall contrast is extremely low, mainly due to the use of a red background.
Competitors Analysis
references
Finding strong references and inspiration is an important part of achieving a successful outcome and delivering a refined product with high visual quality.
Competitors Analysis
references
Finding strong references and inspiration is an important part of achieving a successful outcome and delivering a refined product with high visual quality.
Understanding the brand
brand
I also explored how the Americanas team uses the brand across social media and other communications. It’s important that the website not only looks good, but also feels connected to the brand.
Understanding the brand
brand
I also explored how the Americanas team uses the brand across social media and other communications. It’s important that the website not only looks good, but also feels connected to the brand.
Exploring options
Wireframing
In the wireframe phase, I focused on improving the header alignment and restructuring the banners so they wouldn’t overwhelm the rest of the page.
Exploring options
Wireframing
In the wireframe phase, I focused on improving the header alignment and restructuring the banners so they wouldn’t overwhelm the rest of the page.
A new page
Solution
To redesign this page, I focused on three main aspects that felt lacking on the Americanas website: contrast, grid structure, and minimalist design.
A new page
Solution
To redesign this page, I focused on three main aspects that felt lacking on the Americanas website: contrast, grid structure, and minimalist design.
Important decisions
What I learned
The homepage of an e-commerce platform is highly strategic and directly impacts the entire user purchasing journey.
Therefore, this study is only the beginning of understanding how we can improve the e-commerce experience. It’s important to test this new approach and closely monitor user behavior.
Important decisions
What I learned
The homepage of an e-commerce platform is highly strategic and directly impacts the entire user purchasing journey.
Therefore, this study is only the beginning of understanding how we can improve the e-commerce experience. It’s important to test this new approach and closely monitor user behavior.
Selected cases
Solving more problems
YAMPI
Saving sales recovering carts in e-commerce
mOONEY
Making financial education fun through gamification
YAMPI
Saving sales recovering carts in e-commerce
mOONEY
Making financial education fun through gamification
YAMPI
Saving sales recovering carts in e-commerce
mOONEY
