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Redesign Canada computers website

Canada Computers (CC) Founded in 1991, Canada Computers & Electronics is a retailer of personal computers, IT and components, as well as consumer electronics. Over its 30-year history, they continue to provide customers with the best products at the best value that the computer retail world can offer.

Project Scope: 9 months
Role: Design Lead, UX Research, UI Design

Background

Challenge :

Before collaborating with my team, the main website appeared outdated, lacking customer-friendly structure. Essential elements like SEO marketing were absent, making it challenging for customers to locate the site on Google. Additionally, an abundance of Call-To-Actions caused confusion for visitors. Numerous customer complaints on social media highlighted dissatisfaction with the overall user experience.

Goal :

  • Reduce the number of CTAs on the front page

  • Support responsive Web

  • Enhanced SEO result (site tracking, Rich contents)

  • Enhanced search bar function

  • Convert from static link to Dynamic link

  • GEO Target IP (for Quebec stores)

before

Responsive design

This project required collaboration across multiple departments to seamlessly incorporate the newly redesigned home pages into the established architecture from the previous website. The primary objectives included integrating responsive design into the page template, developing new responsive UI web components, and converting existing components to be responsive.

In addition to overseeing the UI development for the main website, my responsibility extended to leading and enhancing our design process.

  • Converting static legacy items to dynamic links

  • Adding responsive meta tags

  • Implementing CSS @media queries

  • Creating various image ratios as per designers' specifications

Header and Footer Design

Problem : 

Numerous customers left negative comments about the search function on google reviews. The old search bar ran very slowly, and keywords had to be accurate for a better search result. 

 

Solution :

  • Increased the size of search bar + hint message

  • Enhanced search feature support live keywords, AI-powered search, category

  • One of the prime hot spots for vendors who want to expose more promotions 

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Navigation menu

Problem : 

Numerous customers expressed frustration with the challenge of "finding something." My team addressed this concern, recognizing the complexity of the top navigation bar with crowded menu items, hindering quick user access. The solution required a more streamlined redesign of the navigation menu, presenting categories more clearly.

Process: 

Collaborated closely with category management groups and stakeholders to define and determine the necessary elements for constructing an intuitive navigation menu, ensuring the primary focus remained on enhancing the user experience.

 

Results:

The customer support team reported an enhanced satisfaction with the site's experience. The redesigned navigation menu facilitated quicker task completion, resulting in a more efficient and satisfying user interaction.

Product detail page

Problem :

The product detail page faced issues with a cluttered and outdated design, prompting the senior product management to consider a makeover. As the highest traffic-generating pages via social media links, these pages were pivotal. However, the existing design prevented the display of other product options, necessitating visitors to return to the main category page for further searches. Given that 60% of traffic originated from search engines, the Product Detail page served as a crucial introduction to Canada Computers.

 

Solution :

  • Refined pricing presentation for improved legibility.

  • Implemented a ranking system at the upper section, capitalizing on visitors' reading habits and enhancing conversion rates.

  • Enriched content on the overview tab, including meta tags, detailed product descriptions, and keywords crafted by the copywriting team. Enhanced visuals were provided by the graphic team.

  • Introduced breadcrumb links for easy access to the upper menu, facilitating seamless navigation.

Image guideline

I established image guidelines to enhance SEO, encompassing essential elements such as:

  • Ensuring proper image resolution

  • Selecting the right format and compression rate

  • Optimizing file names

  • Implementing alt tags

  • Fine-tuning image titles for optimization

Dynamic link

Problem :

The website previously employed a static link on the homepage due to server issues, leading to manual coding of information and frequent pricing errors. Click/conversion rates, crucial for a retail company, were jeopardized. This posed a potential financial loss, emphasizing the need to transition to a static page during the redesign.

 

Solution & Result:

The backend team expanded server capacity to manage increased traffic, despite the significant investment. This strategic move allowed the CC marketing team to secure additional funds by offering diverse "Prime advertisement spots" to vendors. Simultaneously, my team implemented tracking codes for each element. Leveraging data from Google Analytics, I participated in weekly meetings centered on data-driven discussions about upcoming promotions and analyzed sales results.

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Result

Revamped the Canada Computers website for enhanced accessibility and usability. The outcome was a remarkable 150% surge in overall user traffic and sales during the initial COVID-19 period.

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