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 worked as a CX Specialist within the Customer Experience Management (CEM) team, 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.

Keywords

E-commerce, customer experience, return process, mega menu, filter, design system

Stakeholder

Other internal teams

My Role

Design research, system anaylsis, prototyping, usability testing, UX design, UI design

Our Approach

Informed by user feedback collected through customer service interactions, on-site feedback tools, heatmaps, and research conducted by our teams, we (CEM) have pinpointed three critical areas for our initial focus: 

Order tracking and return processes
Navigation
Filter function

Additionally, I have led diverse projects in Turkey and abroad, encompassing design systems, registration, personalisation, product listing, order details, and checkout processes, among others. 

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..

Design Process

* indicates my involvement

Research*

Analysing the current system
Reviewing research and data (e.g: customer service, CES, Conversion and Retention Rates etc.)
Competitor analysis

(Business) Process Mapping*

Understanding the current workflows
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
Designing the visual part (depending on the project)

Dev & Launch*

Engaging with the development team
Fixing the quick wins

Monitor & Fix*

Monitoring the design
Working on iterative enhancements

Solutions

Exploration

Order Tracking and Return Process

We 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.

We rectified the misalignment issue by establishing integrations with our stakeholders and other parties, ensuring sufficient information was provided to company departments and customers.

Additionally, we integrated the return reason to collect data and improve our product quality. Our primary objective was to guide customers through their entire 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.

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

Usability tests

Over 5 tasks on both mobile and desktop platforms, and the existing flows were tested with 8 users aligned with our personas. Product images were included to the prototypes to support the users during the tests.

LC Waikiki - usability - return and order wireframes.png

Design & Test

Mega Menu and Filter Function

Main pain points

Based on our research and user feedback, we identified challenges in accessing the Boys' segment under the Kids section within the mega menu. This initial problem prompted us to enhance the entire mega menu design and filter function 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.

Our goal

Reducing cognitive load for users by eliminating repetition and unnecessary information and effectively utilising white space.

Solutions

We 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, we created 2 desktop alternatives and 3 responsive versions, conducting tests involving 4 tasks for each. We also formulated 3 tasks specifically for evaluating the filter function across both desktop and responsive designs. Furthermore, we examined the existing versions with participants. Our prototypes underwent testing with over 15 users.