Shock Surplus - Suspension Parts for Every Driver.

Project background

Shock Surplus initially started as an online retailer offering a wide range of ride control products for various vehicles. However, the company faced several challenges, including a cluttered user interface, lack of intuitive navigation and search functionality, and inconsistent branding. To address these issues and establish Shock Surplus as a leading player in the industry, a redesign project was initiated.

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Project goals

As the lead designer, I crafted a cutting edge e-commerce website for Shock Surplus. Our focus was to establish them as the top destination for vehicle ride control needs, catering to both new and experienced enthusiasts. By prioritizing user experience and incorporating industry best practices, we built a customer-centric website that guarantees high customer retention and conversion rates. Witnessing the platform's evolution into a go-to hub for automotive enthusiasts was truly fulfilling.

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Project outcomes

Visual design and branding

1. Created a modern and visually appealing design that aligns with Shock Surplus' target audience and brand image.

2. Developed a consistent color palette, typography, and iconography to establish a strong brand identity.

3. Utilized high-quality product images, videos, and interactive elements to showcase the products effectively.

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Responsive design and mobile optimization

1. Implemented a responsive design approach to ensure a seamless experience across various devices and screen sizes.

2. Optimized the website for mobile devices, considering the increasing number of users accessing e-commerce platforms through smartphones and tablets.

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Conversion optimization

1. Designed clear and persuasive product pages with compelling calls-to-action, detailed product descriptions, and customer reviews.

2. Implemented a streamlined checkout process with simplified form fields and multiple payment options to reduce friction and cart abandonment.

3. Integrated trust signals, such as secure payment icons and customer testimonials, to instill confidence in potential buyers.

Key results

1. Improved User Experience. Site scored 90.7/100 on Userbrain (user testing platform), by conducting tests with 15 real users.
2. Reduced bounce rates and increased average session duration, indicating enhanced user engagement.
3. Positive feedback from users regarding the ease of finding products and navigating the website.
4. Strengthened Brand Identity:
5. Consistent branding across all touchpoints, leading to increased brand recognition and trust.
6. Increased social media followers and positive brand mentions.
7. Increased Conversion Rates:
8. Higher conversion rates and improved sales performance, resulting from a simplified checkout process and persuasive product pages.
9. Increased average order value through effective product recommendations and upselling techniques.

Conclusion

Through a comprehensive redesign process, Shock Surplus successfully transformed its website into a cutting-edge e-commerce platform. The user-centric approach, improved branding, and optimized conversion elements resulted in a significant boost in user engagement, customer retention, and sales. The redesigned website now stands as the go-to hub for automotive enthusiasts,

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Visit live website

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Agency: pb+j
Role: UX/UI Designer

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