Client
WinterPRO Boards
Overview
WinterPRO Boards, a company specializing in snowboards, discovered through data analysis that 50% of users browsed multiple product pages but never added items to their cart. Additionally, 70% of users who did add items abandoned their purchase at the registration stage. These findings suggested that users had difficulty finding the right product and preferred a more seamless checkout process. The goal was to enhance the user experience to increase conversions from browsing to completed purchases.
Client
WinterPRO Boards
Industry
Sports, E-Commerce
Service
Brand Identity
UI / UX Design
UX Research
Duration
8 Weeks
The Challenge
The main challenges identified were: 1. Browsing Abandonment – Many users viewed multiple products but never added them to the cart, likely due to a lack of comparison and filtering options. 2. Checkout Drop-off – A significant number of users abandoned their cart at the registration page, indicating frustration with the mandatory account creation process. Understanding these behaviors was crucial to designing an improved shopping experience that aligned with user needs.
The Solution
To address these challenges, I conducted extensive user research, including competitive analysis of three top-selling snowboard companies and user interviews to uncover pain points. Based on research insights, I focused on optimizing three key areas: 1. Product Comparison – Introducing an easy-to-use comparison tool to help users evaluate features side by side. 2. Advanced Filtering – Enhancing the filtering system to allow users to quickly narrow down their options based on size, price, and specifications. 3. Guest Checkout – Implementing a seamless checkout option without requiring mandatory registration to reduce friction in the purchasing process. Through multiple design iterations, wireframing, and usability testing, I refined the shopping flow to ensure a more intuitive and user-friendly experience.
