Introduction
This UX improvement project aims to analyze, redesign, and implement strategic changes that enhance user interaction, optimize purchasing processes, and strengthen brand identity.
Through a Design Thinking approach, usability principles, and best practices in UX/UI design, key areas such as information architecture, accessibility, loading speed, and user conversion will be addressed. These improvements seek not only to increase customer satisfaction but also to boost retention and loyalty, positioning Doto as a benchmark in the technology e-commerce sector.
Problematic
Doto’s e-commerce platform faced significant usability and performance challenges, impacting growth, engagement, and sales.
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Fragmented UX/UI: The lack of a unified design led to inconsistent typography, redundant components, and a weakened brand identity.
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Complex Navigation: Users struggled with product discovery and a complicated checkout process.
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Low Conversions and Engagement: Poor performance in conversion rates, average order value, and customer retention.
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Accessibility and Mobile Issues: Poor responsiveness and limited accessibility.
My Role
From the beginning, my role in the team was to implement improvements identified by the Research team, enhance the visual design of the website, and ensure a consistent implementation of the Doto brand from start to finish. Additionally, I was responsible for defining visuals for seasonal campaigns.
Objective
The project aimed to increase conversion rates and user engagement through a user-centered redesign.
The focus was on scalability, brand consistency, data-driven optimizations, and providing a seamless shopping experience.
Solution
Developed a unified, scalable framework that aligns with Doto’s branding.
Created adaptive interfaces compatible with various devices and screen sizes.
Conducted usability testing sessions using tools like Maze and incorporated feedback from real users.
Design Thinking
The UX improvement project for Doto’s website was developed using the Design Thinking methodology, a user-centered approach that helps identify needs, generate innovative solutions, and enhance the digital experience.
Through its five phases—empathize, define, ideate, prototype, and test—an in-depth analysis of user behavior was conducted, identifying pain points and opportunities for improvement. Iterative design and validation processes were then implemented to optimize the website’s usability, accessibility, and conversion rates, ensuring a more intuitive and efficient navigation experience. This collaborative and agile approach enabled the development of a product aligned with real user expectations and needs.
Empathize
Qualitative
In the initial phase, qualitative research was conducted to understand user perceptions regarding the balance between delivery time and price.
This involved one-on-one interviews and focus group sessions with customers of our e-commerce platform.
Quantitative
In the second phase, quantitative research was conducted to validate and precisely measure the findings obtained in the qualitative phase.
To achieve this, an online survey was carried out, targeting a representative sample of users from our e-commerce platform.
We conducted A/B and even C tests for about a month.
20%
was our bounce rate at Doto.
1 M
visits per month on the platform.
Despite these efforts, the bounce rate remained significant, indicating that users were not engaging as expected.
This highlighted the need for a design or content change to improve retention and user experience.
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Emiliano
30 años • Ciudad de México
He works as a telephone customer service agent and has an interest in collecting action figures. He has been shopping on Doto for 7 months, starting during Buen Fin 2022 on a friend's recommendation. He uses a credit/debit card as a payment method and shops online every three months. When buying a phone, he considers both the technical specifications and market trends. Although he is loyal to the Motorola brand, he would be willing to switch for better deals. He estimates that a phone should last between 3 to 4 years before considering buying a new one, unless it gets damaged or lost.
Ricardo
47 años • Leon, Guanajuato
He is a real estate agent in shopping malls. He uses Kueski Pay as a payment method and has been shopping on Doto for three years. He discovered Doto through search results on Google due to its competitive prices. He shops online once or more per month, mainly purchasing clothing, technology items, and video games, as well as things for his children. He is loyal to the Apple brand and holds the "Sobrino consentido" (Spoiled Nephew) rank in the Dotopoints rewards program.
Design System
Evaluation
The conversion rate (CR) increased by 10%, which, when annualized, had a significant impact on the company.
The Ectagono website represents a significant step forward in the communication and promotion of its sustainability, innovation, and social impact initiatives. Its visually cohesive and engaging design accurately reflects the organization’s identity, making navigation seamless and providing easy access to key information about events, services, and projects.
Doto has positioned itself as a benchmark in e-commerce by implementing innovative strategies to optimize customer experience and internal processes. Its success is
based on the adoption of advanced VTEX technologies and a user-centric approach
Reduced Implementation Time
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Optimized Development Process: The integration of VTEX’s modular system significantly reduced the development cycle, enabling faster iteration and deployment of
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Efficient Prototyping: The design and development teams leveraged reusable components, streamlining the creation and implementation of new functionalities
Enhanced User Experience and Design Cohesive:
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Double BuyBox Implementation: The innovative "Double BuyBox" feature improved user decision-making by presenting multiple purchasing options clearly, directly
impacting user satisfaction and conversion rates
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Consistent Design System: Ensured a cohesive user inter face across the platform, enhancing both usability and brand identity.
The user-centered design ensures an accessible and smooth experience, optimizing interaction with the community and strengthening the organization’s digital presence. Overall, the website successfully fulfills its goal of connecting users with Ectagono’s mission, encouraging greater participation and visibility of its projects.
Conclusion
The UX improvement project for Doto’s website successfully addressed key usability challenges and optimized the overall user experience. By incorporating a user-centered approach through Design Thinking, the redesign focused on scalability, accessibility, and navigation efficiency, leading to enhanced customer satisfaction and engagement. The iterative process of research, prototyping, and testing ensured that the final product aligned with user expectations and business goals. With these improvements, Doto is now better positioned to offer a seamless, intuitive shopping experience, ultimately increasing conversion rates and strengthening its presence in the competitive e-commerce market.