Web ・ E-commerce
My role
Product Designer
Project time
1 week
Activities
UI Design
Wireframe
Nielsen Heuristics
Design Principles
Overview
Lojas Americanas is one of the largest retailers in Brazil, having both physical stores and e-commerce. Black Friday is a very important date in this industry, as it is the time of year when the highest number of sales occurs.
In 2022, while browsing the Americanas Stores website, I came across an extremely cluttered page that did not provide me with a good experience.
My goal
This study aims to explore the possibilities we have to make the homepage of Lojas Americanas cleaner and more organized while keeping all the information currently displayed.
Discovery process
Initial analysis
I started my process by analyzing the current page to understand what was making it overloaded and appear less refined.
1- Grid and alignment
The overall alignment of the site and the grid seems to have gotten lost. There is no consistency.
2- Aesthetic and minimalist design
In the first fold, 6 banners are presented, several of which end up repeating.
3- Contrast
The overall contrast of the site is extremely low, mainly due to the use of the red background.
Competitor Analysis
To complement my study, I sought to understand how competitors work on the homepage of their E-commerce sites.
It is important to remember that people spend more time on other websites than yours, so it is interesting to maintain standards that are already used in this segment.
The solution
A new page
To redesign this page, I focused on 3 key points that were very lacking on the Americanas Stores website:
Contrast
Grid
Minimalist Design
The brand
I also sought to understand how the Americanas team uses the brand on social media and other posts. It is important that the website not only looks good but also connects well with the brand.
Wireframing
In the wireframe, I focused on understanding how we can better align the header and also how to adjust the banners so they don't weigh down the page with the other elements.
Old page
New page
Impact
Validation
The homepage of an E-commerce is very strategic and influences the entire purchasing flow of the user.
Therefore, this study is just the beginning to understand how we can improve an E-commerce page. It is important for us to test this new experience and also monitor user behavior.