FAHASA.COM -
E-Commerce Platform

Providing more than 200,000 products, including books, stationery, toys, and gifts. The website and app feature shopping, searching, reviewing, account management, and quick payment.

ROLE

UX/UI Designer

TIME

T04 2021 - T12 2021

IMPLEMENT

UX Research & UX/UI Design

WEBSITE & APP

FAHASA.COM

Fahasa.com

Fahasa UI/UI Case Study - Nguyen Tan Toan Product Designer

OVERVIEW

Project Overview

As the UX/UI Designer in the development team, we improved and upgraded the Fahasa.com platform. My team built a new design system, restructured product information presentation, and adjusted several design elements to:

Facilitate easy updates for new product features
Address business challenges during the Covid-19 pandemic and serve readers nationwide.

Facilitate easy updates for new product features
Address business challenges during the Covid-19 pandemic and serve readers nationwide.

Problem Statement

Since 2015, Fahasa has implemented digital transformation in book retail, utilizing e-commerce and social media. To maintain its leading position, Fahasa is committed to delivering unique value-driven solutions.

However, during its rapid expansion, Fahasa has identified some user experience challenges and aims to improve speed, quality, and overall value to continue excelling in a competitive environment.

Design Process

Our goal in the design process is to create a modern, beautiful, and user-friendly website that accurately reflects the client's brand. We study users, analyze competitors, and design an easy-to-navigate interface optimized for devices and search engines, enhancing online visibility.

Setting goals

SET GENERAL GOALS

Setting goals

Stakeholder Interview

In a large project with multiple stakeholders, achieving a shared understanding and consensus on the strategy and goals is a challenge.

To address this, we began by interviewing and engaging with the project stakeholders to clarify the business requirements, objectives, and the necessity of redesigning the product.

Key questions included:

What is the current context of the project?
What are the business objectives of the project?
What are the roles and benefits of the stakeholders in the project?
Which stakeholders will be impacted by these changes?
What decisions have already been made about the project?
Who are the target users?

The information provided by the stakeholders gave us a clear direction for the necessary changes and the approach to improving the current product.

"In a large project involving multiple stakeholders, achieving a common voice and reaching consensus on the project's strategy and goals is a challenge.

To address this, we began by interviewing and communicating with the project's stakeholders to clarify the business processes, business objectives, and the reasons necessary for redesigning the product.

The key questions included:

What is the current context of the project?
What are the business objectives of the project?
What are the roles and benefits of the stakeholders in the project?
Which stakeholders will be affected by these changes?
What decisions have been made about the project?
Who are the target users?

Insights from stakeholders provided a clear direction for the necessary changes and the approach to improve the current product."

Product Audit

After reviewing Fahasa's website and application, we found that the current design was cluttered with excessive information, confusing color schemes, and inconsistent guidelines. Using the Heuristic evaluation method to assess usability, the team identified suboptimal features and proposed improvements to better align the design with business objectives and provide a more intuitive user experience.

Competitor Research

We studied competitors, focusing on Fahasa, to evaluate their successes and failures in customer experience. This analysis inspired our team to adopt a new approach and refresh our product for the industry.

Learning from competitors' successes and failures:

How do they position themselves in the market?
What advantages do they have in customer experience?
What challenges do users face?

User research

USER RESEARCH

User research

User Personal

User persona research for Fahasa helped us create practical and user-friendly solutions. Through user interviews, we identified two main groups: internet-savvy customers and those unfamiliar with internet usage.

Empathy map

The empathy map revealed more user issues than expected. The Fahasa team is eager to leverage these findings to improve the product.

Journey map

The empathy map revealed more user issues than anticipated. The Fahasa team is eager to leverage these findings to enhance the product.

Come up with an idea

GET IDEAS

Come up with an idea

Sitemap

Help organize pages such as the homepage, product categories, product details, shopping cart, and user account to optimize the experience and ensure easy navigation for users.