When I graduated from university back in 2015, I had a modular backpack and a few people interested in buying it. I ran that business until 2021, designing all the products from the ground up and handling the user experience for the online store.
Bienki Backpacks
Context
Challenge
The challenge was building a credible e-commerce platform without any coding knowledge. Establishing trust was essential, as the brand was new and the handmade products were high-end.
Discovery & Research
I began by scouting WordPress templates to see what was possible for an online store. Once I personalized the pages, I ran an initial test with potential customers to gather feedback.
Then I started tracking site visits through Google tools like Analytics, Search Console, Tag Manager, and Ads. I also used Hotjar to check usability. By reviewing recordings and screenshots, I could see where users struggled to find information or interact with buttons. These tools were essential for understanding the online experience and helped me improve the site multiple times throughout the years.
Key insights:
Users required as much information as possible, with detailed photography being the most influential factor. These images were highly persuasive and received the most engagement, especially on the product pages. While the checkout sequence was somewhat lengthy, customization was limited due to the WooCommerce plugin constraints. Ultimately, I discovered that above-the-fold information was crucial, as longer pages proved to be less effective.
And what have I learned with it?
While the website was online for those four years, I constantly tested and refined it to better serve my users. Despite starting with zero coding or design background, this was my first website project and it taught me the essentials of creating an enjoyable and intuitive customer experience through iteration.
