PChome24h Redesign | AFUCREATIVE

PChome 24H Shopping Redesign: Reinventing the E-commerce Experience to Enhance User Satisfaction

As one of Taiwan's leading e-commerce platforms, PChome 24h Shopping had not undergone a significant redesign for several years. This resulted in its technical architecture and user experience falling behind market standards, impacting the platform's usability and competitiveness. This project aims to enhance PChome 24h Shopping's performance and user experience through comprehensive design optimization and technical updates, catering to the needs and expectations of modern consumers while strengthening its market position.

Project type

End-to-end website & Rebranding

My role

Design lead, UIUX Designer

Industry

E-commerce

Duration

2022 - present

Problem Statement

As one of Taiwan's leading e-commerce platforms, PChome 24h Shopping faces bottlenecks in technology and user experience. Outdated technical infrastructure has led to decreased system performance and responsiveness, affecting the shopping experience for users. Additionally, the outdated design style and limited functionality have constrained the platform's potential for growth in a highly competitive market.

Goals

🎯 Improve SEO Rankings：Enhance PChome's visibility and search rankings on search engines by optimizing webpage structure, improving content quality, and upgrading website performance, thereby increasing organic traffic and user exposure.
🎯 Optimize Technical Architecture：Redesign and optimize the technical architecture, incorporating modern solutions to improve system performance and responsiveness, thereby enhancing overall system stability and reliability.
🎯 Enhance Interaction Fluidity：Improve interaction design and optimize the user interface to enhance the fluidity of interactions between users and the system, making the shopping process more intuitive and efficient.
🎯 Optimize Performance：Improve the loading speed and performance of the checkout process, reducing waiting times and increasing user satisfaction.

🎯 Increase Page Browsing Depth and Purchase Motivation：Optimize content strategy by creating engaging product descriptions, showcasing usage scenarios, and incorporating customer reviews to increase user interest and understanding of products.

Challenges

SEO and Business Continuity：During the redesign process, special attention must be paid to protecting and optimizing existing SEO, as well as maintaining the platform's normal operation and business continuity during the transition.
Technical Migration and Integration：Introducing modern technical solutions may require deep integration with existing systems, which could involve complexities in technical migration and resource allocation challenges.
User Behavior Changes：Users may have varying degrees of adaptation and acceptance of the new processes. Continuous user feedback and data analysis are necessary to make adjustments and improvements.
Internal Coordination and Execution：Coordinating the work of internal departments and teams is crucial to ensuring the smooth execution and effective collaboration for the redesign project.

Solutions

Through comprehensive technical upgrades and user experience optimization strategies, the PChome 24h Shopping site redesign project aims to overcome the performance decline of the existing technical structure and meet the modern demands for enhanced user experience and system functionality. The specific solutions are as follows:

→ User Experience Optimization：Gradually introduce new technologies and system functions to reduce integration risks. This can include using a microservices architecture or incremental updates to replace outdated components, ensuring system stability and consistency.
→ SEO Protection Strategy：Protect existing SEO advantages during the redesign process by implementing URL redirects, optimizing content structure, and updating site maps to minimize negative impacts on search engine rankings.
→ Promotion and Marketing Slot Design：Design effective promotional strategies and marketing slots to enhance user interest and purchase intent for specific products and services.
→ Adaptive and Iterative Improvements：Establish a continuous user feedback mechanism, including A/B testing and user testing groups, to collect and analyze feedback promptly, allowing for quick responses and adjustment improvements.
→ Priority Management：Set priorities based on strategic goals and business needs, determining core features and the best timeline for the redesign to maximize the use of limited time and budget resources.

Hi-Fi Designs

Results and Feedback

After comprehensive technical upgrades and user experience optimizations, the PChome 24h Shopping redesign project achieved significant results:

SEO Rankings Significantly Improved :
The website's search rankings for multiple keywords increased, resulting in over a 30% growth in organic traffic.
Substantial System Performance Improvement :
Page load speed increased by 40%, and both system stability and responsiveness were significantly enhanced, leading to more positive user feedback.
Enhanced User Interaction Experience :
The new interaction design and interface improvements made browsing and shopping smoother for users, with a 25% increase in homepage dwell time.
Optimized Checkout Process :
The average wait time during the checkout process was reduced by 15%, and the shopping completion rate increased by 20%.
Increased Purchase Intent :
By optimizing product descriptions, showcasing usage scenarios, and incorporating customer reviews, page browsing depth increased by 30%, leading to more conversions and sales.

Conclusion and Reflection

The successful redesign of PChome 24h Shopping not only achieved modernization in technology but also significantly enhanced platform competitiveness and user satisfaction through optimized user experiences. The successful implementation of this project demonstrates the importance of data-driven design and user feedback in modern e-commerce platforms, providing valuable experience and insights for future redesigns and continuous improvements.

Design System

Establishing a design system to ensure unified site experience in appearance and functionality, including consistent colors, fonts, and component styles, as well as uniform layout and interaction design.

Through this design system, we can enhance website visibility and usability, allowing users to navigate between different pages more easily and understand the site's operation.