Al sanat case study

E-commerce Website

UI - UX Case Study

Project Overview

Al Sannat, a leading e-commerce platform, underwent a comprehensive UX audit to enhance user experience, optimize conversion rates, and align the website with industry best practices. The audit focused on usability improvements, accessibility enhancements, and user behavior analysis based on data-driven insights.

Problem Statement

Despite its strong market presence, Al Sannat’s e-commerce platform faced several UX challenges that hindered user engagement and conversions. The website had usability issues, including unclear navigation, inefficient filtering, outdated product card designs, and a complex checkout process. Additionally, with 94.7% of traffic coming from mobile users, the platform needed better mobile optimization, including PWA technology. To remain competitive, Al Sannat required a strategic UX overhaul to improve the shopping experience, enhance accessibility, and drive higher conversion rates.

The Objectives

Identify usability issues across key pages.
Improve mobile responsiveness and optimize for PWA technology.
Enhance the checkout and cart experience to increase conversions.
Refine search functionality and navigation for seamless user journeys.
Benchmark against industry competitors to adopt best practices.

Design Process

01 Discover

Google Analytics

This analysis is based on the last 4 months from Jan.1.2024 to Apr.30.2024 on 261K users, where new users represent 95.4% of them, and the percent of return users is 6.73% from all past users.

Insights

Mobile-First Optimization: 94.7% of users accessed the site via mobile iOS (66%) & Safari (63.45%) dominate, emphasizing the need for a responsive and PWA-ready design.
Demographic Insights: 86% of users were from Saudi Arabia, with 57.7% using Arabic. The redesign was tailored to reflect Saudi heritage.
Behavioural Trends: ‘Special Offers’ and ‘Discovery’ were top-performing landing pages, reinforcing the importance of promotional visibility.
Low Retention: 95.4% new users, only 6.73% returning.
Abandonment Issues: 100% drop-off at session start, 41% at product view.
Top Pages: ‘Special Offers’ & ‘Discovery’ drive the most engagement.
Checkout Friction: Low engagement in ‘Begin Checkout.

Competitor Analysis

To refine Al Sannat’s user experience, we benchmarked it against four key competitors: Samsonite, Alsaif Gallery, American Tourister, and Alshamasy. The analysis focused on navigation, product discovery, checkout experience, and mobile optimization.

Features	Best Practices Observed	Gaps in Al Sannat’s UX
Search & Filtering	Competitors use AI-driven search with autocomplete suggestions, category-based filtering, and trending product highlights.	Al Sannat’s search lacks filtering, autocomplete suggestions, and smart categorization, making product discovery less intuitive.
Homepage & Navigation	Well-structured mega menus with visual icons, easy category access, and prominent promotional banners.	Al Sannat’s menu layout is less structured, making key categories and deals less prominent.
Product Cards & Quick View	Modern product cards with quick view, interactive color selection, comparison tools, and “Add to Cart” within listings.	Al Sannat’s product cards are outdated, lack quick view, interactive elements, and side-by-side product comparison.
Checkout & Payment Process	One-step checkout, guest checkout, and real-time order tracking improve purchase flow. Multiple payment methods and auto-filled shipping details speed up transactions.	Al Sannat has multiple checkout steps, unclear required fields, and lacks auto-filled data options, making checkout slower.
Wishlist & Engagement Features	Competitors send wishlist reminders, price-drop alerts, and “low stock” notifications to drive purchases.	Al Sannat lacks wishlist notifications, personalized promotions, and reminders to re-engage users.
Mobile Optimization & PWA	Fully mobile-optimized with PWA support for offline browsing, faster load times, and push notifications.	Al Sannat does not support PWA, and some UI elements do not scale well on mobile screens.

Strategic Takeaways

By implementing these improvements, Al Sannat can:

Boost product discoverability with smarter search and intuitive menus.
Increase conversions with modernized product cards and a seamless checkout experience.
Enhance customer retention through wishlist alerts and personalized engagement.
Ensure mobile excellence by adopting PWA technology and refining the mobile UI.

Final Thoughts

With these UX enhancements, Al Sannat can match industry leaders, improve user engagement, and drive higher conversions, positioning itself as a top-tier e-commerce platform.

02 Define

Persona

Based on analytics, these personas reflect key shopper types, guiding UX enhancements for better engagement and personalization.

Feature List

Some important features developed into the website

Smart Search
Product Overview
Compare List
Wishlist
Mini Cart
Login with otp
Login / Sign up with phone number
Saved address
Saved payment methods
Frequently bought together
Different Payment Methods (Cash- Tabby - Tamara - Online Payment - Apple Pay)

Mega Menu
Configurable / Simple Products
Notify When Available
Order States
Order History
Product Review
Verify Phone Number with otp
Select Address on Map

03 Ideate

Information Architecture

Al Sannat’s information architecture was evaluated to ensure seamless navigation, efficient product discovery, and intuitive user flows. Optimizing category structures, menu hierarchies, and filtering systems will enhance user engagement and improve overall accessibility.