Luxotic is an Australian luxury homewares brand founded in 2014 by Edward Li. Li saw an opportunity in the growing Australian e-commerce market and launched Luxotic, an online brand that sells high-quality textile products with a focus on understated luxury and exotic touches.

I working with Andy for several project. On Luxotic case, I am helping to refine their new Marketplace page that including, landing page, product page, and check out page. It was fun and interesting project.

As a UX/UI designer, I believe that the customer should always be at the center of the design process. This is why I take a customer-centric approach to every ecommerce project I work on, including the design of Luxotic’s e-commerce website.

Customer-centric design means that the needs and wants of the customer are the driving force behind the design process.

Early in the project, I met with Edward Li and Andrew Fisher to discuss the challenges faced by Luxotic. From our discussion, I understood that Luxotic faced several challenges, including:

1. Unappealing and uninformative design: The previous e-commerce website had an unappealing and uninformative design. This made it difficult for users to find the products they were looking for.
2. Unsatisfying shopping experience: The previous e-commerce website had an unsatisfying shopping experience. This made users dissatisfied with their shopping experience and not return to the website.
3. Ineffective sales strategy and unable to convert ads: The previous e-commerce website was difficult to understand and use. This made it difficult for users to complete the purchase process smoothly.
4. Unable to reach international markets: The previous e-commerce website was unable to reach international markets. This limited Luxotic’s growth in international markets.

I conducted research to understand Luxotic’s target audience. I found that Luxotic targets high-end consumers, primarily those aged 25-45 years old, living in cities. These consumers generally have high incomes and prioritize quality and a luxurious lifestyle.

Based on my research findings, Luxotic’s target audience has the following shopping behaviors:

• They have a high time priority, so they prefer to shop online.

• They have a high purchasing power, so they are willing to pay more for high-quality products.

• They have a love for luxurious homeware, so they are looking for unique and beautiful products.

Based on my understanding of the challenges and target audience, I have identified several goals that Edward Li wants to achieve by realizing the Luxotic ecommerce, namely:

• Break into the competitive Australian homeware market. Luxotic wants to become a major player in the competitive Australian homeware market.

• Reach global markets. Luxotic wants to reach global markets, especially emerging markets, such as Southeast Asia and Europe.

• Increase sales. Luxotic wants to significantly increase its sales through ecommerce.

• Increase brand awareness. Luxotic wants to increase its brand awareness among high-end consumers.

In determining the solution, I carefully considered the flow and framework of e-commerce in order to achieve Luxotic’s business objectives. I wanted to create a consumer shopping experience that is like they are shopping as usual, but with the added values of efficiency, ease, security, and comfort.

I led ideation in the Miro canvas and discussed strategies to possible ideas. I prioritized solutions, and made decisions based on reasons and considerations of research data.

Based on the ideation and discussion results, I and all stakeholders decided to implement the following solutions:

• Attractive and informative e-commerce design to attract the attention of high-end consumers.
• Complete and easily accessible product information to build consumer trust.
• Responsive and 24/7 customer service to provide a satisfying shopping experience.
• Easy and quick checkout process to increase conversion.
• Secure and reliable payment to build consumer trust.
• Fast and affordable shipping to provide a satisfying shopping experience.
• Effective digital marketing strategy to reach Luxotic’s target audience.
• Collaboration with influencers to reach Luxotic’s target audience.
• Innovative product sales development to increase Luxotic’s sales.

In the design process, I followed the design process from creating a user journey map, site map, wireframes & flows, UI styleguide and design systems, visual design, high fidelity UI design (mockup), to prototyping and interaction design.

To engage Edward more in the design process, I created three versions of the UI concept. After Edward chose the version he liked, I completed all the page screens based on that UI preference.

This way, I could ensure that the design I created met Edward’s needs and wants.

Feedback is essential for creating a perfect product. Therefore, I created a testing scenario to ensure that the Luxotic e-commerce flow works well.

The results of the testing found that 9% of respondents experienced difficulties with the payment flow. I studied the habits and causes of these difficulties, and then made several iterations on the layout and payment flow.

The iterations I made were:

• Adding a “help” button at each payment step
• Explaining technical terms in simpler language
• Adding customer service contact information

These iterations successfully addressed the challenges experienced by 9% of respondents. The results of the retesting showed that all respondents were able to complete the payment process smoothly.

After one year of launch, the company recorded several outstanding achievements, including:

• Sales Revenue Increased 26%. This increase shows that Luxotic has successfully increased the appeal of its products and services to consumers.

• Luxotic Brand Awareness Increased 73%. This increase shows that Luxotic has successfully increased its brand awareness among consumers.

• Reached International Markets, including Southeast Asia, United States, and Europe. This international market launch is a strategic move that can increase Luxotic’s revenue and growth.

• Received Positive Reviews from Several Review Platforms. Starting from reviews on Google, My Deal, Product Review, and other platforms. These positive reviews show that consumers are satisfied with Luxotic’s products and services.

I am proud to have contributed to Luxotic’s success in developing their e-commerce website. Through a structured and collaborative design and development process, we successfully redesigned the website to meet the needs of Luxotic’s users and business.