Available for freelance
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Additionals

Designing the new e-commerce shopping experience for Polestar
Project / Additional e-commerce
The Brief
Implement an e-commerce experience tailored to the loyal user base, aiming for the page to seamlessly embody the essence of the brand

Strategy

My aim that the new page should aim to support on three main pillars
Feel the page as an extension of the brand and for the .com
1. Keep same brand value and design aesthetics
2. Inspire from the design system created for the brand
3. Have a unified omni-channel that connects additionals to all other touch points
Design a platform that can facilitate an easy user flow experience when it comes to e-commerce shopping, keeping in mind overall customer journeys

Learn from market trends and benchmarks for easy navigation flows
Bring a new experience that fits the brands vision as a Luxury brand without compromising the userflow for buying purchases

This experience should build for recurring activities that keeps brand loyalty as a main motive

Desired flow

Drawing insights from industry benchmarks, my aim was to craft the optimal user purchase journey, ensuring effortless navigation while delivering a new,
luxurious experience

Scalability

The primary challenge lay in devising a system capable of accommodating a diverse range of products, spanning from bicycles to miniature cars to T-shirts. It was crucial to maintain realism in terms of product scale relative to one another and to anticipate the integration of future product offerings

Mobile experience

Given that the majority of our customer base and e-commerce shoppers prioritise mobile devices, it was imperative to create a design that could deliver a consistent experience across all devices, including smaller screens

Descriptions

Similar to other e-commerce platforms, the aim was to develop a design that could accommodate various naming conventions, encompassing product descriptions, sale items, upcoming releases, and beyond while keeping a sense of luxury
Working with our developers, I started ideating the new designs while using our design system and creating new components

01 - Navigation

An updated navigation design has been incorporated into the design system, facilitating seamless browsing for users across different items. Consistency is maintained on mobile and smaller devices through the utilization of a dropdown menu

02 - Grid and items

In anticipation of both current and future items, I developed a versatile grid system capable of accommodating various item types. This solution is scalable and ensures uniformity across all devices

03 - Product pages

The pages provide comprehensive details on each product, aiming to present information in a straightforward and easily understandable manner. For mobile exploration, the font size, alignment, grid layout, and accessibility were harmonized to ensure a smooth and user-friendly experience

Impact

Creating a new e-commerce experience had a huge impact on many levels. I was super happy to own that experience and to steer it from discovery, design to live pages on Polestar
live page
  • The visit rate to the website significantly increased, reflecting new user engagement. Success metrics saw a remarkable improvement, indicating enhanced user interaction. Most notably, an increase in purchase conversions by 56%, underscoring the effectiveness of the platform in driving sales and elevating customer satisfaction
  • Collaborative efforts between myself, product designers, and developers led to the design of new components that laid the groundwork for significant enhancements across the entire website upon their integration and communication to various teams
  • This project was a valuable learning experience for me as it involved a blend of strategy, UX, CX, stakeholder management, cross-team collaboration, and design. I adeptly navigated challenges by prioritizing constant feedback, testing, and design reviews