E-commerce Software Redesign

E-commerce Software Redesign

The Company 

Strands Retail is a SaaS plug-and-play recommendation engine that can be easily and quickly installed by eCommerce and content websites. It delivers relevant product suggestions to first-time users, as well as offering filtered, personalized results over time to returning customers. These personalized recommendations are based on an individual’s “taste” profile that is developed over time. No personal data is ever exchanged and each user’s interaction remains anonymous and secure.

The Problem

Did you know that judgments on software credibility are 75% based on overall aesthetics? That’s a fact I understood when having to do marketing and communications for a software that did not appeal to the audience – retailers who are used to modern interfaces and user-friendly interactions. Therefore I decided to redesign the software and suggest a new interface solution.

Key reasons for Redesign of the Project:

  • Poor representation of the retailer dashboard and statistics
  • Old-looking and not intuitive interface
  • Poor use of colours
  • Confusing Information Architecture

Key objectives of redesign solution:

  • Scale for the future
  • Provide a better context for the user
  • Improve discoverability and engagement
  • Reduced customer support costs & easier onboarding process

The Result

We are competing for heart and mind nowadays. So everytime we create something we need to give two things: medicine for the problem (utility) and candy for the soul (emotion). Given them medicine that tastes like candy!

In the SaaS universe, the world has moved on from the old clunky software. There is a lot of competition and good UI/UX has become one of the key differentiators making products stand out. When redesigning Strands Retail interface, here is what SaaS interface trends I followed:

  1. Moving towards left-hand side navigation for a better usability.
  2. Lots more white space to make complex data-driven design breath more
  3. Improved Readability and Focus: readability and lots of information were a huge problem in the previous design version and I tried to fix it with the new UI.
  4. Contextualization – making the experience as linear as possible. I tried to divide each task and sections in a logical way that the user understands what is the purpose of it from the first look.




Posted on

August 15, 2017