Competitive Analysis

To optimize our users' shopping experience, I conducted a competitive analysis of prominent e-commerce websites across different industries, focusing on commonalities and unique features. Stakeholders requested specific competitors, including Nike, for in-depth study. To facilitate visual comparisons, I developed wireframes illustrating a generic checkout flow and integrated screenshots of each company's checkout process alongside relevant elements in the wireframes. This approach proved beneficial for stakeholders and developers to assess features, and for designers to gather feedback on priority and feasibility.

Prioritizing Features

To prioritize features, we collated an extensive list from brainstorming and competitive analysis (sample on the right). Collaborative workshops involving stakeholders and developers were conducted to evaluate each feature's impact versus effort, resulting in an organized impact-effort matrix diagram. This facilitated the product owner in making informed decisions regarding the selection of primary features for the design.

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High Fidelity Mockups

Following the selection of features for the initial prototype and gaining stakeholder approval, I initiated the development of high-fidelity mockups. These mockups were instrumental in conveying our proposed updates to other departments impacted by our strategic phases. We used them as a reference to gather internal feedback from different departments, including those with team members who are Western Digital customers. Their insights were carefully noted for future discussions. The overall response was overwhelmingly positive.