REDFYND
Strategic Redesign for Enhanced User Journey
About Redfynd
Redfynd is an innovative online shopping platform designed to make fashion e-commerce more efficient and personalized for users. Instead of hopping from one website to another, Redfynd brings over 6 million products from more than 100+ stores into one place, allowing users to easily search, compare prices, and find the best deals. Powered by AI, Redfynd offers personalized product recommendations based on individual browsing and shopping habits, helping users discover items that match their style while also finding the best deals.
Redfynd is revolutionizing the way people shop for fashion online.
Problems are Identified
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User Engagement Decline: Users were not fully engaging with the content beyond the initial view, leading to missed opportunities for product discovery and purchases.
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Conversion Rate: Low conversion rates indicated that users were not being effectively guided through the purchase funnel, starting from the homepage.
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Ineffective Product Discovery: The product discovery process was not intuitive, making it difficult for users to find relevant items quickly. This resulted in users leaving the site in frustration.
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Visual Hierarchy: The original design may have lacked a clear visual hierarchy, causing users to miss important elements that could drive further exploration and interaction.
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Inconsistent User Experience: The previous design did not consistently guide users through the shopping journey, leading to confusion and a lack of motivation to explore further or make a purchase.
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Information Overload: The existing design may have overwhelmed users with too much information or too few relevant options, leading to early abandonment of the site.
Redefining Redfynd Website
As the UX designer at Redfynd, I was tasked with a significant challenge by the product manager: redesign the website to break away from the conventional e-commerce layout. The goal was to enhance the homepage by offering users more product discovery options, integrating additional banners and product cards.
The key challenge identified was that users were only scrolling through the top quarter of the page. My redesign focused on engaging users within that crucial first quarter, ensuring that essential elements were prominently displayed to encourage further exploration and drive purchases.
Process of Redesign
As my first live project, I began with a comprehensive evaluation of Redfynd, identifying problem areas across both desktop and mobile platforms. I benchmarked against international websites offering similar services, which provided insights into Redfynd’s limitations. The primary challenge was to create a design that stood out from typical e-commerce sites.
To achieve this, I implemented a bento grid layout, prominently displaying key content at the top of the homepage. Each grid section featured clickable elements, offering users instant access to popular products, discounts, and essential information. This bento grid not only enhanced the visual appeal but also improved usability by consolidating critical information into a single, easily navigable view. Additionally, I prioritized optimizing the above-the-fold content, ensuring users were engaged immediately upon landing on the site, thus encouraging further exploration and ultimately driving conversions.
Bento grid not only enhanced the visual appeal but also improved usability
Before
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The header was refined for a clean, balanced appearance by arranging elements equidistantly and updating the Redfynd logo.
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Key product categories are showcased in a carousel with a 6-item bento grid, while top deals are also displayed in a bento grid to enhance user access.
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The 'Her or His' option allows easy access to the main women’s and men’s pages. To increase visibility, the cashback promotion and the new personalization feature were placed at the top of the page.
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The product cards were redesigned by adjusting their sizes and adding new elements, with a clear text hierarchy to highlight the most important details first.
After
Before
Before
After
After
The 6-item bento grid was implemented on the Redfynd homepage to create a more visually appealing and organized layout. Each grid item was designed to display key product categories, making it easier for users to navigate and discover products at a glance.
The bento grid structure not only enhanced the aesthetics of the site but also improved functionality by allowing quick access to popular products and deals. This design choice helped in keeping users engaged and exploring more of what Redfynd has to offer right from the start.
Blogs are a crucial component of Redfynd's growth strategy, driving visibility through backlinks and generating revenue from user purchases. However, on the existing website, blogs were difficult to find, as they were only accessible through the footer. To address this, I redesigned the homepage to prominently feature the latest blogs, making them easily visible. I also enhanced the main blog page by adding publication dates and categorizing blogs into Men, Women, and Beauty sections, with filters at the top to allow users to browse by category.
Before
After
When users search on Redfynd using keywords, images, or URL links, it’s crucial that they receive clear feedback if the desired item is not available. Previously, the "no product found" message lacked impact due to poor text hierarchy and disorganized elements. My goal was to emphasize the message, making it clear and engaging by suggesting related products they might like or providing a prominent new search button, encouraging users to continue exploring the website instead of leaving.
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After
Redfynd introduced a cashback feature, allowing users to earn cashback when purchasing from their favorite stores through the platform. Initially, the page showcasing cashback brands was functional but lacked visual appeal, as it was quickly developed to meet a tight deadline. After the launch, I took on the task of redesigning this page.
Before
After
My approach was to create individual cards for each brand, featuring relevant images, brand names, and cashback percentages. These cards were designed with a clean and subtle aesthetic, ensuring easy accessibility and a user-friendly experience.
I worked on nearly all pages of the Redfynd website, starting with refining the search flow by adding sections for trending searches and popular products. I also enhanced the category dropdown by featuring products within specific price ranges. The category main page was completely redesigned with bento grids for a fresh look, and additional banners were added to promote specific product categories. I revamped the product page, gallery page, login page, and popup messages, among others.
Some of these designs have already been implemented, while others are in the testing phase or awaiting development. As a startup, Redfynd's engineering team often juggles multiple high-priority tasks, causing delays in design implementation. Despite these challenges, the redesign process is ongoing, and the high-fidelity prototypes for both desktop and mobile versions are provided below for reference.
Responsive Design
