UX CASE STUDY
Nasser Nishaburi Luxury Carpets & Rugs
Understanding regional behaviors, communication patterns, and the barriers standing between the brand and its customers.
Role:
UX/UI Strategist
Type:
E-commerce Audit & Design
Domain:
Luxury Retail
Platform:
Web
Note: This project was delivered as a complete 'Ready-to-Build' package. While internal technical constraints delayed immediate development, the final delivery provided the client with a comprehensive UI kit, SEO architecture, and a strategic roadmap for their future launch.
Discovery
Background
The website for Nasser Nishaburi faces challenges with low conversion rates, poor visitor retention, and minimal engagement time, compounded by substantial competition in the Singaporean market. Additionally, issues such as excessive reading, incomplete inventory and pricing information, unclear categorization, and inefficient search functionality hinder the user experience and impede potential customer satisfaction.
Challenge
The current website suffers from technical issues, poor content presentation, and a lack of key e-commerce features, which undermines the quality of the products and creates a disjointed experience for customers.
This is compounded by market threats such as competition and the need to clearly differentiate between luxury, handcrafted items and more common goods.
Goals and Objectives
The main challenge is to align the website's functionality with its luxury brand identity. The goal is to improve the user experience, fix technical issues, and implement key e-commerce features to drive sales. This will be achieved by enhancing the site's design, navigation, and content.
Problem Definition
Understanding the Market
A competitive analysis showed that while rivals have good designs, many lack the unique story of their products. This is an opportunity to stand out by creating a platform that highlights the handcrafted, personal nature of each rug. The goal is to build a bespoke experience that sets the company apart in the luxury market.
Data
A clear picture of the website's performance emerged.
The data revealed critical issues such as a very low conversion rate, poor user retention, and minimal referral traffic, all pointing to a significant lack of user engagement.
These quantitative findings were validated by qualitative research, which aimed to understand buyer behavior and needs, ultimately confirming the necessity of a user experience redesign to address usability gaps and better convert visitors into customers.
User Research
The user questionnaire revealed that while people appreciated the detailed product information, they found the site's content demanding and difficult to read.
They were also frustrated by incomplete inventory and a poor search function. The feedback confirms the need to enhance search, improve readability, and better showcase the unique, handcrafted nature of the products.
Understanding the Buyer
The website must address his pain points by providing a seamless, elegant experience that simplifies the search for high-quality items. This focus on a single persona helps cater to a broader audience of discerning buyers, including interior designers and collectors who share a similar appreciation for bespoke, handcrafted pieces.
Scoping
The key decision was to merge the two existing sites into a single, unified digital platform.
Implement a full redesign
Re-architect the information flow
Enhance the e-commerce functionality
Focus on storytelling and content quality
Prioritize technical improvements
Optimize for all devices
Design
Wireframing
For rapid conceptualization and prototyping of a unified digital platform, my process involved independently defining the new information architecture and user flow for the site.
The outcome was a high-fidelity, which validated the final design decisions
Moodboard
Based on the analysis of the project's weaknesses and brand identity, the mood board was designed to elevate the user experience. The chosen colors reflect luxury and sophistication, using deep, dark tones for an elegant foundation, complemented by a rich gold to add warmth and reference the handcrafted nature of the products. This visual strategy directly addresses the lack of a clear luxury identity by establishing a professional and upscale aesthetic that makes the carpets stand out and aligns with the goal of creating a polished, trustworthy interface.
Execution
Final Proposal
The final design focused on a complete website redesign to create one unified platform. The new site has a clean, luxury look with easy navigation and a better shopping experience. It uses rich content to tell the story of each product and includes dedicated pages for collections and projects to build trust with customers.
