LC Waikiki

Professional | Teamwork | 2020-2023 | LC Waikiki

LC Waikiki is a leading international retail brand from Turkey, renowned for its affordable clothing collections for adults and children. Here, I joined as a CX Specialist within the Customer Experience Management (CEM) team. I was dedicated to enhancing both physical and digital interactions (including an application, website, interactive kiosks etc.) in Turkey. As a UX/UI Designer for the Foreign Team, I concentrated on elevating experiences across international touchpoints.

My Key Learnings

Navigating the role of an in-house designer
Efficiently engaging with stakeholders and gaining their trust in a large organisational structure
The nuances and workflows of e-commerce platforms operating across various countries
Designing effective navigation, filter function and return process
Experience in multilingual platforms

My Role

User research
System analysis
Stakeholder engagement
Prototyping
Usability testing
CX design
UX design
UI design

Stakeholder

Other internal teams

Project Highlights

Approach

I utilised user experience metrics collected through customer service interactions, analytic and on-site feedback tools, heatmaps, quantitative and qualitative research conducted by us and other teams and so on. According to these, together with my team, I have pinpointed and suggested prioritising three critical areas for an e-commerce website as our initial focus, significantly impacting our key performance indicators, customer service interactions and conversion rates positively: 

Order tracking and return processes
Navigation
Filter function

Additionally, I have led diverse projects in Turkey and abroad, encompassing the following among others:

Design system
Registration
Personalisation
Product listing
Order details
Checkout processes

Impact
Analytics and user feedback have shown that these efforts have substantially enhanced usability, user engagement and sales while reducing customer efforts and interactions with customer service.

In Fast Company's 2021 CX research, which involved over 6,000 participants and a multitude of brands, LC Waikiki was ranked first in the e-commerce category.

Design Process

* indicates my involvement

Research*

Analysing the current system
Reviewing research and data (e.g: customer service, CES, conversion and retention rates, research done by other teams etc.)
Competitor analysis (utilised Baymard Institute to analyse competitors)

(Business) Process Mapping*

Understanding the current workflows and processes
Mapping user journeys
Stakeholder interviews to gather insights and identify pain points
Mapping the desired end-to-end flows (done by other CEM team members)

UX/UI Design*

Analysing the end-to-end flows
Stakeholder interviews/workshops to gather more insights
Creating wireframes and prototypes cross-devices
Conducting usability test sessions
Creating the visual design (depending on the project)

Dev & Launch*

Engaging with the development team
Creating explanation and requirement documents
Fixing the quick wins

Monitor & Fix*

Monitoring the design
Aligning with the teams about the solutions and results
Working on iterative enhancements depending on the backlog

Solutions: UX Improvments

Exploration

Order Tracking and Return Process

I provided clear components illustrating

the return and order process
complex order details
relevant information (e.g: rules, process, courier companies etc.)
error states
onboarding and more to improve the user experience.

Together with the CEM team, I rectified the misalignment issue by establishing integrations with our stakeholders and other parties, ensuring sufficient information was provided to company departments and customers. Additionally, I integrated the return reason to collect data and improve our product quality.

My primary objective was to guide customers through their entire order and return experience, minimising the need for customer service interactions by delivering tailored information specific to their journey.

Main pain points

Insufficient information about the complex orders (including multiple deliveries, partial cancellations, returns and undeliverable items) and return process
Lack of alignment between internal stakeholders

caused frustrations and reduced customer loyalty.

Usability tests

I prototyped over 5 tasks on both mobile and desktop platforms. Together with these, the existing flows were tested with 8 users aligned with our personas by an external party in the sessions where I was present observing.

LC Waikiki - return and order wireframes - wo background - 3.png

Design & Test

Mega Menu and Filter Function

Main pain points

Based on the research, and user and internal stakeholder feedback, challenges in accessing the Boys' segment under the Kids section within the mega menu were apparent. This initial problem prompted me to enhance the entire mega menu design and filter function together with team members and stakeholders as they were too cluttered and difficult to navigate.

Given LC Waikiki's extensive product range, providing a seamless online shopping experience depended on efficiently locating products and ensuring an engaging and intuitive shopping journey.

My primary objective was to reduce cognitive load for users by eliminating repetition and unnecessary information and effectively utilising white space.

Solutions

I conducted collaborative meetings with stakeholders, including Research, Category, Development, and Product Teams. Leveraging previous data and research, competitor analysis and employing the Card Sorting method, we logically grouped and prioritised items and filters. This process was guided by input from our stakeholders, aligning with both business requirements and user needs.

Usability tests

To assess navigation, I created 2 desktop alternatives and 3 responsive versions, conducting tests involving 4 tasks for each, together with a team member. We also formulated 3 tasks specifically for evaluating the filter function across both desktop and responsive designs. Our prototypes along with the existing versions underwent testing with over 15 users by an external party in the sessions where I was present observing.

LC Waikiki - filter wireframes all together.png

Design System

Process and some parts

LC Waikiki, at the time, lacked a comprehensive design system, making it a challenging yet rewarding environment. Transitioning to the Foreign team during my master's studies in Interaction Design in Sweden, I continued my role of elevating experiences across international touchpoints. In the absence of a comprehensive design system, my focus extended to initiating one, involving designers and developers in various teams.

I, together with a team member, initiated the design system based on the atomic design methodology. We defined common elements in web, iOS and Android applications, addressing inconsistencies in elements like text fields, colours, typography and so on.

Implementation was a gradual yet effective process. We devised a roadmap that allowed for systematic improvements and changes without disrupting the overall user experience. This approach ensured a smooth transition, even as we continually redesigned and implemented new features.

Checkout: Pick-up Point

Process and some parts

Main pain points

In Russia, the checkout process included pick-up points, but the responsive experience needed a redesign for a more holistic and user-friendly approach. By following internal meetings with product owners informed by user feedback, I delivered redesigns aiming to address the following key pain points:

Lack of information
Difficulty in using the list and the map features
Extended waiting times during the loading of the pick-up points

Solutions

Quick Info Section:

Added a quick info section for essential details like delivery timeframes.
Enabled one-click initiation from the displayed pick-up points.

User Preferences and Memory:

Implemented user preference memory for faster reordering.
Suggested relevant pick-up points based on user history.

Proposed List Function and Map Feature Optimisations::

Included filters for quick navigation, e.g., showing the last chosen city.
Enhanced user efficiency with personalised filtering options.
Refined the map feature for improved user interaction with intuitive elements

Loading Page, Empty State, and Dialogs:

Designed engaging loading page versions with an optional XOX game. However, the suggestion for the game was not implemented, as technical optimisations were prioritised to address waiting time.
Created empty states and informative dialogues for smoother user guidance.

Multilingual Design:

Ensured a seamless multilingual experience, particularly in Russian.

loading page alrenatives, emplty states and dialogs for a pick-up flow

Checkout: Universal Flow

Process and some parts

During my collaboration with the Foreign team, a significant aspect of my role involved enhancing and universalising the checkout processes. This was a comprehensive and intricate process, requiring interactions with various users, product owners, researchers, and specialists from different countries' teams. I collected insights tailored to each country's requirements, benchmarked against popular regional brands, and carifully studied customer behaviours, expectations, and needs to ensure adaptability and future adjustments.