BAUDUCCO | E-COMMERCE
How I Led Huia's UX Team | Stefanini which was part of the best result in the history of Bauducco Christmas E-Commerce, with the modernization of virtual stores
+ 100%
transactions
+ 102%
of users
+ 10%
average ticket
+ 113%
of revenue
THE CHALLENGE
Bauducco needed to reinvent itself with the limitations imposed during the Covid 19 pandemic. The company's objective was to modernize virtual stores, aiming to increase the number of orders and outline better media campaign strategies.
Bauducco then decided to create a plan focused exclusively on people who, due to the Pandemics, were going to stores less. The solution was to spotligth the company's digital communication, at the right time, with a relevant message that touched each individual in a unique way, both for B2C and B2B.
The brand's strategy integrated actions for the e-commerce management, digital marketing, and also the improvement of sales performance.
THE TEAM
A multidisciplinary team, composed by Bauducco and Huia professionals
Together we worked on a performance table with daily meetings to analyze the previous day's data, so that we could devise solutions to put into practice as quickly as possible, improving comunication and removing pain points.
PROBLEM FRAME
Why did users abandon carts in the final stages of checkout?
Using analytic tools and website performance evaluation, we observed that many users abandoned carts at checkout. From there, we conducted a Heuristic analysis to better understand the problems to be solved.
​
After these investigations, we identified friction points during the purchase flow, performance and responsiveness of the Bauducco platform that has made the user's shopping experience more difficult during the final steps of the checkout.
FIRST ACTION PLAN | FRANKNSTEIN PROTOTYPE
How we could save time by creating a quick prototype and testing it with real users
After designing the user flow and with the analysis in hand, we needed to start testing with real users, uncovering issues to verify whether our assumptions were true regarding friction points and discover new opportunities for improvement.
​
We quickly created a prototype that we called “Frankenstein”, which consisted of assembling a A/B test, using prints of the current interface, using photoshop, and animating it on Figma to create prototype versions. The version B evolved according to what we learned from user tests.
​
Based on data observations, we also decided to start testing with the mobile version of the platform.
Bauducco Mobile Flow A 1.0
The Franknstein prototype helped us save time and optimize the first tests with users.
​
PERFORMANCE INDICATORS FOR TESTS
What type of information we needed to initially collect and what performance indicators would be considered.
After considering some points within the team, we defined which performance indicators we would observe in the tests.
​
Observed performance indicators:
​
-
Performance: The amount of time and steps required for the person to complete basic tasks;
-
Precision: How many mistakes did the person make? And they were fatal or the person managed to recover with the information received by the system;
-
Emotional response: How did the person feel after completing the task? Was the person confident or stressed? Would she recommend the product to a friend?
To collect insignts we chose MAZE, an online Product Discovery platform.
​
​
DISCOVERIES AND THE VTEX PLATFORM
How our findings could be adapted to the structure of the VTEX platform
Checkout is the final step in the online shopping process and is also considered one of the most important for the conversion rate of sales in a store.
​
Once with the report in hands, it was time for a meeting with the VTEX team to understand what our discoveries could be applied to and what was the structure of the system, in order to create a third suggestion for a purchase flow for the Bauducco platform.
THE UI MODERNIZATION AND ONLINE STORES VISUAL DESIGN
Points such as UI patterns, WCAG accessibility guidelines and Visual design were considered at this stage.
By making your website accessible, you allow more people to interact with it and have a good experience, in addition to generating more traffic to the pages and improving users' perception of your business.
​
Now it was necessary to modernize the UI design part of the platform. The final wireframe of our Frankenstein served as a solid foundation to help the designer build and redesign the components and visual part of the site. In addition, results collected in the tool were considered. WCAG Contrast Checker.
​
Using as parameter the WCAG Guidelines, which is the main accessibility reference in the world, it was possible to make decisions about colors and contrast of the site in a more assertive way.
​
Outcomes and final considerations
Based on the three pillars of user experience: Usability, Accessibility and Aesthetics, we help to create a new page in the history of Bauducco
The modifications made by our team started with changing the navigability and visual identity of the virtual stores. The brand's websites and online interfaces are now more attractive to the public.
​
After the positive result, Bauducco identified the potential of digital channels and started to invest in strategies so that sales through its e-commerces remain representative throughout the year.