Suji website redesign to help with e-commerce.
In 2024, I led a comprehensive redesign of the Suji website to enhance the promotion of the Suji Pro product and streamline the purchasing flow. The result was an intuitive and user-focused experience that boosted product visibility and simplified the customer journey.
Overview
Client
Suji BFR
Team
Stuart G (UI / UX Designer)
Duration
May 2023 - July 2023
My Role
Competitor research
Hi-fi generation concepts
Hi-fi prototyping
Usability testing and feedback sessions
Project managing external developers
Software Used
The Problem
The Suji BFR website faced multiple challenges that hindered its effectiveness in promoting the Suji Pro product and converting visitors into customers. The website struggled to clearly communicate the product's unique benefits, leaving potential customers unsure of its value. The purchasing flow was overly complex and lacked intuitive navigation, leading to frustration and drop-offs during checkout. Additionally, the absence of a guided configuration process made it difficult for users to personalise their purchases, further complicating the buying journey. These issues collectively impacted the site’s ability to engage users and drive sales effectively.
The Solution
In 2024, I spearheaded a comprehensive redesign of the Suji website to tackle these challenges head-on. The project began with extensive user research to understand pain points, followed by a complete overhaul of the site’s design and structure. Key improvements included creating a visually engaging and cohesive layout that highlighted the Suji Pro’s unique benefits and applications, ensuring that users could quickly grasp its value.
The purchasing flow was reimagined from the ground up, transforming it into a seamless and intuitive process. This included reducing unnecessary steps, simplifying navigation, and integrating clear calls-to-action at key touchpoints.
To address the need for personalization, I introduced an easy-to-use configuration tool that guided users through selecting the right product options to suit their needs. This feature not only enhanced the buying experience but also instilled confidence in the decision-making process.
By combining user-focused design, clear communication, and a streamlined purchasing experience, the redesign successfully improved engagement, reduced friction, and positioned the Suji Pro as a standout product in its category.
Site Map
The sitemap was updated to accommodate pages that were no longer needed and to make the sites more streamline.
Purchasing Configuration
One main pain point with the current purchasing process was the user experience to selecting the correct Suji product effectively. As Suji has two versions which both have upper or lower connectivity, I created a configuration process to make the experience slicker and easier for the user. See the video below for a full run through.
Final Designs
Below shows some screen grabs and video examples of the final website design. Make sure to checkout the figma link for more details on desktop and mobile.
