Bremsen is a Chilean Start-up, which developed an E-commerce for tires.

Problem statement:

• Users can't browse for products, they are not experts, and filters are not intuitive.
• UI, specially iconography, is confusing and not concise, so can't understand the interaction on the screens.
• The differentiating business value is not clear for users. They can't identify until the end of the flow the delivery options. 

Our goal is to design a digital platform that enables users to search for their tires in an easy and intuitive way, without the need to become experts, through a delightful and concise flow. Providing clearly all the delivery options. 

Previous website

Bremsen provides the opportunity to explore an E-commerce problem-solving. Its particular nature of high value transactions and low frequency presents a unique design challenge.

In my role as a Ux Designer, I designed a new responsive website based on user-centered approaches.

• Conducted research, and found key points to target users and understand the business competitors, working closely with stakeholders, being able to analyse the information.
• Created sitemap, user flows, wireframes and prototypes based on research findings.
• Designed the UI for the platform.
• Supervised the platform development, working with engineering team.

Steps to articulate the business strategy and create the IA of the platform.

And then..... steps for design process and digital platform development.

Final prototype

The new digital platform now provides the users:

• Easy filters.
• Clear and concise shopping flow, with clear delivery options.
• Use of the correct icons/UI.

Design process

Conclusion

Results

We designed and developed a digital platform, built from scratch in AngularJS, that allows the stakeholders to customize the business, to maximize revenues and meet user's needs.  

We provided users a concise and intuitive flow which allows them to have a delightful digital experience.

Most important things I learned

• Asking feedback in early stages, including stakeholders, users and developers helps to create a unique and more valuable product.
• Designing for users also means to communicate the differentiating value of the service in the right way. 
• Checkout forms are a critical conversion point, and to solve them also needs to meet clients requirements to save critical information.
• When designing and developing a whole e-commerce platform is essential to plan a timeline so every team is informed. Good communication and visibility build trust.
• Always keep learning. Details matter.
• When designing UI is important to design beautiful and trending interfaces, but more important is to communicate the correct message. Having clear the nature of the business and what users are expecting to see is key. Always research.

"I'm proud of how a group of collaborative people can build a new service."