Project Overview
I completed the redesign project of the Automation Trader homepage as part of my professional internship at the Crafton agency. My task was to propose a new, fresh graphic concept that would better meet the users’ needs and the specifics of the e-commerce industry. I focused on creating a modern, minimalist interface that enhances clarity, improves content hierarchy, and supports business goals.
Define problems & solutions
After analyzing competing companies in the market, I identified key problems and proposed effective solutions.
1.
The store’s products aren’t showcased on the homepage, which makes it difficult for users to quickly understand the assortment and may reduce the effectiveness of the purchase funnel.
- The user has to navigate through too many subpages to access the products, which extends the purchase journey and increases the risk of drop-off.
- The lack of immediate visibility into the store’s product range makes it difficult for users to evaluate whether the offering meets their needs, which can negatively impact trust and engagement.
- I designed homepage sections for New Arrivals, Bestsellers, and Promotions, showcasing selected products with visuals, manufacturer names, prices, and stock availability. This allows users to quickly browse the offer and easily navigate to specific products directly from the homepage.
- I added a sidebar on the homepage featuring the product categories available in the store’s offer, making it easier for users to filter and navigate through the assortment.
Issue
Problem
Solution
2.
The lack of access to essential actions - such as logging into an account, adding items to the cart or wishlist, and viewing the FAQ - directly from the main navigation makes it harder for users to interact with the store and disrupts the shopping flow.
- Users who want to create an account, save a product for later (e.g. in a wishlist), or keep items in the cart for future purchase are not able to do so. This prevents them from returning to their shopping session at a convenient time.
- I designed navigation icons for login, registration, wishlist, cart, and the FAQ section. This allows users to easily access key functionalities from anywhere on the site, improving the overall usability and shopping experience.
Issue
Problem
Solution
3.
Customers are unaware of available promotions, new arrivals, or bestsellers, as the homepage doesn’t clearly highlight this content. This can result in lower engagement and missed sales opportunities.
- Customers miss the opportunity to discover promotions, bestsellers, and new arrivals because the homepage does not highlight them in a visible and engaging way. This can lead to fewer clicks and lost sales opportunities.
- I introduced dedicated homepage sections for New Arrivals, Bestsellers, and Promotions. Each section clearly showcases key product details such as product images, names, prices, availability status. This allows users to quickly explore the store’s most relevant and attractive offers, encouraging engagement and improving conversion rates.
Issue
Problem
Solution
4.
Upon landing on the homepage, users are not presented with any promotional messaging or advertising banners. The absence of an eye-catching element that communicates current offers weakens the first impression and can result in lower user engagement.
- When landing on the homepage, the user receives no clear information about current promotions or featured offers, which may result in missing attractive deals, having difficulty understanding the offer, and perceiving the site as static or outdated.
- I created a slider with an advertising banner in the hero section that showcases visible products newly introduced to the offer, enhancing their exposure and user engagement.
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