Rotoplius.lt
Rotoplius is one of the first pontoon manufacturer based in Lithuania This case study focuses on improving user experience and increasing self-checkout options on the Rotoplius e-shop
Project type
E-shop redesign
Time
2023 - Present
My role
Product designer, Curator
Problem statement
Users need a one-stop solution for purchasing products online, acquiring project templates, information, and completing their decision-making with input of a minimal effort
Challenges
- Friction while presenting information causes exceeding mental load limits
- lack of self-checkout options
- Website only reflects one user group needs
Goals
- Distinguishing and adapting to two main user groups (b2c & b2b)
- Increase in variety of user base and spread outside of local market.
- Create informative and convenient system for creating custom pontoon projects
Persona research
At Rotoplius, expanding customer base is one of the key priorities. To achieve this, we conducted in-depth research to identify and understand psychology of current and ideal user groups—from large agencies to individual hobbyists.
Key findings
- Not all personas are tech-savvy, some might require more contact methods of communication.
- In this industry one with no patience can disappear faster than a lightning.
- Individual customers like to ask various questions but learn on their own.
- Some user maintainance requires regular active communication regarding knowledge sharing.
- B2B and B2C users require entirely different customization approaches.
The analysis brought out a need for many different features in each individual group. Starting knowledge base pages and completely separating paths of B2B & B2C customers.
Competitor analysis
We pinpointed the key features reflecting each customer group needs – ensuring they not only meet individual expectations but also help businesses simplify and manage their workload effectively.
Key insights
- The need to let users explore construction possibilities (Project generator) by themselves is spreading like a wildfire.
- Qualifying your user with information not always causes cognitive overload. It’s important both to business and individual buyers
Current Rotoplius website and potential
A strong SEO base keeps bringing users to blog posts, while encouraging hobbyists to achieve their projects. turning them into loyal customers
Not many competitors have strong e-shop base online to attract both side of business customers. making it hard to make shopping experience efficient and not anxious.
There’s no efficient way to automatically track users behavior or site traffic. Main information about customers is only held by business owners cannot be checked.
Design Process
After conducting numerous of successful researches and adapting to time and budget frames. We are starting to talk about structures of the page, designing completely different concept for the website.
The process involved:
- Creating new information architecture
- Sketching new wireframes
- Developing a design
After receiving stakeholder feedback. Tweaking some changes All the information was sent to programming engineer to make it all happen!
Improving the homepage
Maintaining visual hierarchy
Cognitive balance is the key to every good design, not overcomplicating and maintaining simple, consistent scheme.
Putting the important upfront
Solving main problems that clients are focused on, showing the quality and certified technology signifying the safety of pontoons
B2B & B2C separation
Web structure is divided into to separate paths with unique offers resulting in:
Appealing to each group needs
While adapting every answer to every question, It’s important to make users feel special important and cared for.
Informing with no effort
Trying to stop phones ringing with questions that could be solved in minutes, and instead giving what user is asking.
Creating special kind of e-shop
That’s no secret that complex projects cannot go without explanation. In here – Safety is the key.
While many users feel overwhelmed what should be the next step in boat-house building, we’re solving the problem how to make their journey as smooth as possible.
Building a category system
What is pantoon? what is a platform? After clicking a menu link user gets exposed to the simple list of information to both advanced and begginer users.
End word
For now “Rotoplius” brand is growing everyday, the stakeholders will be provided with further UX/UI guidelines and support in unlimited time manner.
