Project
Tamco Group- TAMLITE
Redesigning E-commerce Website
Tamlite Lighting is more than just another lighting supplier; we are an American manufacturing company on a mission to create jobs, enrich our communities, and produce the highest quality products on the market. With nearly 50 years of lighting experience throughout the history of the company and over 20 in America alone, Tamlite has a well-established repertoire in providing an extensive line of lighting products, including the latest LED technologies.
Info
Role
Product Designer
Timeline
July/2021 - Nov/2021
Tools
Figma, Illustrator, Photoshop, Miro, Figma Jam
Overview
Problem
When redesigning Tamlite Lighting's website, several critical problems must be addressed. The current website lacks user engagement, which needs improvement to keep visitors exploring the product range and brand story. Product discovery is another issue, requiring an enhanced product showcase to help users easily find and explore the extensive range of lighting products, including LED technologies. The site also struggles with effectively communicating Tamlite's unique mission, focusing on creating jobs, enriching communities, and producing high-quality products, especially its American manufacturing heritage. Additionally, the website lacks community connection, sustainability emphasis, and responsive design, which should all be integrated for a holistic redesign.
Goal
The primary goal in redesigning Tamlite Lighting's website is to create a seamless, user-centric platform that effectively showcases its lighting products while communicating their unique brand story. The goal is to enhance user engagement, making it easy for visitors to explore the extensive product range, access valuable resources, and connect with the Tamlite community. Ultimately, the goal is to attract users who share Tamlite's values and vision and convert them into satisfied customers.
End Results
Final application designs & solutions
By transforming the previous website into a user-friendly, responsive, and personalized shopping platform, Tamlite can effectively compete with other retailers in the digital space. This solution aims to capture and retain a digital-savvy customer base while offering a convenient and enjoyable shopping experience.
Final Product
Uncovering Issues
User research — findings & insights
Competitive Research
Homepage is a very subjective aspect of the app and every retailer uses the homepage to generate their brand identity. The research team conducted a usability study to determine what are the best practices to help create an intuitive and inspirational experience.
Research
I started my research with competitive analysis in order to understand the approaches of the country’s websites in the same domain. I also wanted to identify functional and usability gaps by looking at alternative solutions. User surveys would help me understand what things related to information to userbase, so I could prioritize it. And lastly, one-on-one interviews could help me uncover users’ journeys in finding and securing appointments, and help identify their pain points.
Findings
Lack of User Engagement: The current website struggled to engage users effectively, leading to limited exploration of the product range.
Product Discovery Challenges: Users faced difficulties in discovering and exploring the extensive range of lighting products, including LED technologies.
Responsive Design Needed: Ensuring a responsive design across various devices was a priority to enhance the user experience.
Educational Resources: The addition of informative content, such as guides and articles, was essential to educate users about the latest lighting technologies and industry trends.
Performance Optimization: Optimizing the website's performance and loading speed was necessary for a seamless browsing experience.
Addressing the findings was vital to creating a more user-centric, engaging, and informative website that aligned with Tamlite's mission and attracted users who shared its values and vision.
Screen Flow
Site Map
Based on competitive research and deep discussions with engineers, I finalized the following flow.
Concepts and Iterations
Wireframes
Based on the user flows, I sketched wireframes and conducted multiple rounds of feedback with designers, developers, and product owners. I wanted to level-set development efforts with engineers early in the process and have an understanding of the technical feasibility of the designs.
App icons & Style Guide
Clarifying Visual Design
I developed an additional UI kit because the appointment checkout process and information hierarchy were critical to the success of this project, and details such as button states and form elements were important to very clearly define. This new UI kit is designed to append the existing one.
What I Learned
Reflecting on the project outcomes
The learning and findings revolve around creating a seamless and engaging user experience. The process begins with a deep understanding of the target audience, their preferences, and behaviors. Through user research, designers uncover pain points and preferences, enabling the creation of intuitive navigation and a responsive design.
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Latest Industry Trends
Focus on Conversion
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Learning extends to analyzing competitors and industry trends, which inform design choices and strategies for product presentation, filtering options, and educational content.
Regular user testing and feedback loops are crucial for refining the website's UX, enhancing its performance, and driving user engagement. The findings contribute to a website that not only meets users' needs but also converts visitors into satisfied customers.
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