Successful e-Commerce UI Redesign: Feedback from Our 2nd Workshop
" People don't use a product because of the great design; great design helps them use the product. "
At Henkan & Partners, we recently held our second workshop dedicated to the success of an eCommerce UI (User Interface) redesign. This event brought together expert consultants, eCommerce directors and SaaS professionals to discuss the contexts of redesigns, understand the legitimate motivations for undertaking a UI redesign, and define together the key indicators and tools needed to measure performance.
The ideas and opinions shared in this article represent the thoughts of the participants at this workshop and may be open to discussion; they do not necessarily represent the complete views of Henkan & Partners.
" ...a 30% decrease in customer satisfaction if the new user interface does not meet expectations... "
The Importance and Challenges of UI Redesigns
UI redesigns represent a major strategic challenge for eCommerce companies. According to a McKinsey study, around 70% of digital transformation initiatives, including UI redesigns, fail to achieve their objectives due to factors such as unclear objectives, insufficient resources and coordination problems. Boston Consulting Group (BCG) reports that companies can spend between 5% and 15% of their annual sales on digital redesign projects, with costs that can easily exceed millions of dollars.
What's more, the consequences of a poorly executed UI redesign can be significant. Bain & Company reports that companies can see a 20% drop in conversion rates and a 30% drop in customer satisfaction if the new UI fails to meet user expectations or causes performance problems. Conversely, a well-executed UI redesign can boost conversion rates by 200% and significantly improve customer satisfaction, thereby strengthening customer loyalty and commitment.
These figures highlight the importance of properly planning and executing a UI redesign, taking into account best practices and using the right tools to measure and optimize every step of the process.
Good and Bad Reasons
It's essential to carry out a UI redesign for the right reasons. Unfortunately, UI redesigns are often triggered for questionable reasons such as :
Technical redesign with no real added value for the user, often motivated by obsolete technologies or internal pressures.
The opinion of a major customer, disproportionately influencing decisions and not reflecting the needs of all users.
Desktop/mobile/app consistency, while desirable, should not be the sole motivation if it doesn't improve the overall user experience.
A whim or a redesign simply because no changes have been made recently, risking disruption to the user experience without clear benefits.
On the other hand, discussions at the workshop highlighted the good reasons for a UI redesign, namely:
Keeping up with market standards to remain competitive and aligned with the expectations of modern users.
Innovate to offer a better user experience and stand out from the competition.
Optimize SEO to increase organic traffic acquisition and improve online visibility.
Adapt the platform to technical evolutions required to maintain site performance and security.
Take user feedback into account to improve the interface and functionalities in line with real user needs.
Friction points to watch out for
However, a UI redesign can introduce friction points that can hinder its success. Among these points, we have identified :
A negative impact on loading times, damaging the user experience and potentially penalizing SEO.
Poor SEO performance, affecting site visibility and leading to a drop in organic traffic.
Poor performance measurement, making it difficult to assess the success of the redesign and make informed decisions.
Too great a difference between environments (production and dev), causing alignment problems and undetected errors.
Poor adherence to deadlines, delaying the project and increasing costs.
A lack of available resources, compromising the quality of the redesign and the ability to achieve the objectives set.
A lack of alignment on objectives, making coordination difficult and dispersing efforts.
Keys to a successful UI redesign
For a UI redesign to be successful, two things are essential:
Choose the right technological tools to measure the redesign:
A UX Analytics tool to analyze user behavior and identify friction points and opportunities for improvement.
An NPS (Net Promoter Score) tool to measure customer satisfaction and assess the impact of changes on user perception.
A Core Web Vitals measurement tool to assess a site's technical performance, particularly in terms of speed and visual stability.
An A/B testing tool to test different versions of the site, compare their performance and optimize choices based on concrete data.
Define success indicators to measure UI redesign performance. Key metrics identified during the workshop include :
Core Web Vitals, for optimum technical performance and a smooth user experience.
NPS, to assess user satisfaction and their willingness to recommend the site.
SEO traffic volume, to measure SEO effectiveness and the impact of changes on online visibility.
Conversion rate or transition rate on the purchase path, to assess the impact on sales and user engagement.
Conclusion
By applying these principles, you'll be better equipped to succeed with your eCommerce UI redesign, maximizing the benefits while minimizing the risks. A well-planned and executed UI redesign can transform the user experience, improve technical performance and enhance market competitiveness.
Join us for the next workshop and learn how to turn E-commerce challenges into sustainable growth opportunities.
