Paperchase – Elevating the E-Commerce Experience
Optimised UX & Checkout Flow → 20% Boost in Engagement & Seamless Shopping Experience
Overview
Paperchase is an international chain of stationery stores which were established in the United Kingdom but has since expanded into Europe, the USA and United Arab Emirates and have more than 125 stores across the UK.
The problem
The client aimed to redesign their e-commerce website and the mobile app, to increase content engagement and better conversion rate by elevating their UI and user experience.
The client realised they were missing a huge market opportunity. They wanted to start with understanding their target audience. I worked on the digital team leading the UX and UI design for the project.
My role : Senior Product Designer
Partner with cross-functional teams to design user-focused solutions that drive business value.
Lead end-to-end design, from research and strategy to execution and QA, grounded in data and user insights.
Develop scalable design systems and create new patterns as needed.
Communicate concepts clearly through design artifacts and collaborate closely with developers for high-quality delivery.
Discovery phase
Gain an understanding of the problem we are trying to solve. This involves consulting experts, observing behaviours, and conducting empathy mapping with cross-functional teams. Analysed site data and customer feedback to guide the website redesign, balancing user needs with commercial goals and technical feasibility.
Define phase
Analyse observations and synthesise them in order to define the core problems that we have identified up to this point.
The Define stage will help gather great ideas to establish features, functions, and any other elements that will allow us to solve the problems or, at the very least, allow users to resolve issues themselves with the minimum of difficulty.
Define the problem (Looking at current issues from our customers viewpoint)
User Journeys (How our customers move through our website)
Site Map (Internal linking through Paperchase.co.uk)
Story mapping (Mapping the key features across pages)
Best Practices (How are other ecommerce sites using these features)
IA & Categorisation (Based on findings from data, commercial and user testing
Ideate phase - UI Audit, best practice & wireframes
In the ideation the ideas and solutions was generated to identify key components, features and pages.
On the design phase, look at all that has been done on the current website and developed a strong brand layer more accessible, consistent and user friendly.
Worked with the developers to ensure these features were technically viable and decide what would be in the first design release.
Achievements
By enhancing the website experience, simplifying the checkout flow, and optimising the design for conversion, the final solution resulted in a 20% increase in user engagement and a more intuitive shopping journey.
Our team developed a final product that allowed digital users to have a similar experience of how they would shop in a physical store, with the same brand engagement and excitement.
We made informed decisions when redesigning and implementing the new features.
Thanks to AB testing and user feedback, we found that many improvements we had made to our designs had a big impact on user behavior, increasing time spent on the website and much better conversion rate.
“Much improved experience
I used to have problems with the old Paperchase website, often having to have several attempts to do what I wanted to do. This time it was straightforward and I had no problems at all. Great improvement!”
“The website was clear and precise and I ordered several self adhesive photograph albums. The whole process was easy to follow and I would definitely order items again from Paperchase without hesitation. ”