Goals of the project

Specific adjustments will adapt e-commerce to a more accessible architecture, in addition to helping customers find information quickly.

Header

The exaggerated extension of the menu can confuse the customer, this is due to Hick's Law. The organization of the information follows the bias of the effect of the serial position, leaving the offers first and the brochures in the last, positions that are most remembered by the customers.

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Visual spacing and color adjustments were made based on the aesthetic usability effect, where the customer perceives the aesthetically pleasing design as more usable. By the law of proximity, the stores of the group were grouped in the top bar to help the customer to understand and organize the information more efficiently.

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The blocking effect was used in-store information and delivery time for the customer to process faster and more clearly. As well as the system status visibility heuristic was reference for its prominent placement and static behavior.

Product Showcase

As we have already seen, grouping the elements guarantee greater speed and clarity in the processing of information, which is why the product showcase was placed inside a block.

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The inclusion of a call to action for addition and quantity variation was included to facilitate the inclusion of items in the cart. Considering the pattern of including several items in the purchase process, having these actions already in the product showcase can improve conversion.

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A pain brought by the customers was the difficulty in buying vegetables due to the lack of information about the exact quantity and weight of the item, the solution suggestion was to include a label with the amount equivalent to the minimum weight.

Category Banner

Through the heat map, we verified that a minimum number of customers reached the promotional banners at the bottom of the page, in addition to being the only attractive images on the homepage. Thinking about the bias of image superiority, I decided to bring visual information from the most accessed categories, in addition to some brands that call customers for shopping.

Category Page

The upper area of ​​the site is prominent and has more visibility than the sections that need scrolling, so we suggest replacing the category banner with a promotional banner area, where the customer could be helped in the purchase decision.

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Creating prominence for the products on sale generates greater visibility and makes use of confirmation bias, as the customer will have confirmation of the previous choice.

Product Page

The call to purchase needs to be clear and attractive, demonstrating barriers and obstacles can push the customer away from the purchase flow. Leaving the information clear to the customer guarantees an anxiety control in the following steps of the purchase, so the adjustment in the text referring to the price variation for items per kg.