Astratex Exchange
We are Astratex, one of the strong brands and a market leader in online lingerie sales in Central and Eastern Europe. Currently we operate in 14 markets with 50 million euros in revenues to be generated this year. Astratex is successful brand with almost twenty years of tradition, flat hierarchies, as well as short and open channels of communication.
Prague
2000
E-commerce
50 million euros
300+
Main goals
We are developing a new user-friendly interface for online exchanges and returns, which will make the process simpler and faster.
Customers will enjoy a more convenient return and exchange experience, increasing their satisfaction. Additionally, we anticipate that this solution will encourage customers to choose financial credits, helping to retain funds within the company and improving customer retention.
User Needs & Issues
Integration Issues: The original Exchange application was separate from the main e-shop, leading to user confusion due to unfamiliar interfaces.
Navigation Confusion: Different headers and order completion processes caused frustration and disorientation for users.
Lack of Order Summary: The absence of a comprehensive order summary, including product display and total prices, made it difficult for users to review their orders.
Poor Visibility of CTA Elements: Important call-to-action elements were not clearly visible, hindering user interaction.
Insufficient Product Information: Product information was not displayed or prioritized effectively, making it hard for users to find necessary details.
Overwhelming Information During Delivery Selection: Users were overwhelmed with too much information when selecting delivery options, leading to confusion.
Research Methods
Global Research and Competitive Analysis
Conducted global market research and competitor analysis to understand customer needs, behaviors, and identify differentiation opportunities for Astratex.cz.
Analysis Using Heatmaps and Interviews
Analyzed user interactions on the current version design using heatmaps and conducted interviews to gather insights into user experiences and identify pain points.
User Usability Interviews
Conducted focused usability interviews to delve deeper into user interactions with the design, uncover specific needs, and identify areas for improvement.
Prototype Creation and User Testing
Developed and tested the first prototype with users, collecting feedback to refine the prototype and improve overall user experience.
Fonts & Colors
Conclusion
The redesign of the Astratex Exchange functionality has addressed several critical issues by integrating the exchange process with the main e-shop, enhancing user interface consistency, and improving navigation. Key improvements include the addition of an order summary, better visibility of call-to-action elements, and a more structured delivery selection process. These changes ensure a seamless, user-friendly experience, making it easier for customers to manage exchanges and returns, ultimately increasing their satisfaction and loyalty to the brand.