Optimization of footwear and accessories ecommerce

Enhancing the Viamo shopping experience

From February to March 2021, I conducted a UX consulting project for Brandlive aimed at optimizing the user experience for Viamo, an Argentine brand specializing in footwear and accessories known for its commitment to comfort and timeless design. The project involved a detailed analysis of the existing website, identification of usability issues, and formulation of recommendations to improve the homepage, product listing pages (PLP), and product detail pages (PDP). Additionally, a cohesive design system was developed to reflect the brand’s values.

Improving user experience to drive conversion

The primary challenge was to enhance the user experience on Viamo’s website to increase the conversion rate of visitors to customers. Multiple usability issues were identified that affected navigation, clarity of product information, and the overall shopping experience. Another key challenge was to design solutions that aligned with Viamo's brand identity while meeting the expectations of its loyal customers.

Implementing user-centric design improvements

To address these challenges, the following solutions were implemented:

1. UX Expert Review: I conducted an expert review of the current design, identifying strengths and usability issues using recognized UX design principles and heuristics. Best practices were highlighted, and clear recommendations were proposed for each evaluated area.
2. Redesign Proposal: A detailed redesign proposal for the homepage, product listing pages, and product detail pages was presented. This proposal included enhancements in navigation, product presentation, and optimization for both desktop and mobile devices.
3. Design System Development: A design system was developed that not only improved the visual coherence of the website but also ensured that each design element reflected Viamo's values of comfort, timelessness, and quality. This system facilitated future updates and maintenance of the design.

Significant improvement in user experience and conversion rates

As a result of the UX consulting, Viamo experienced a significant improvement in user experience, evidenced by increased engagement and conversion rates on the website. The implementation of the recommendations enhanced navigation, made product searches easier, and optimized the checkout process, leading to greater customer satisfaction and an uptick in sales. The new design system ensured visual coherence and flexibility to adapt to future brand needs while maintaining a focus on the end user.