What is an e-Commerce Website?
What is an e-Commerce Website?
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An e-commerce website is an online store that allows businesses to sell products or services directly to customers over the internet, featuring key functionalities like product catalogs, email marketing, shopping carts, secure payment processing, and order tracking, enabling convenient online transactions for both businesses and consumers.
Service Design Case Study:
Improving Online Purchasing Journey for a Small Business
When Reeya partnered with a passionate entrepreneur in the organic skincare industry, their vision was clear: to create a strong online presence that reflected the purity and quality of their products. They wanted to stand out in a competitive market while staying true to their values of sustainability and natural beauty. However, they faced a significant challenge—starting from scratch with no existing website, limited brand clarity and no structured costumer journey.
Disclaimer: This case study presents a summary of the project's results. Certain strategic elements have been generalised to ensure the client's competitive advantage is maintained.
Where
Melbourne, Australia
What
Why
Real-world project
When
February 2025
Role
Service Designer, UX Designer, Implementation Lead
Category
E-commerce Website
Pictures
Pexels, Unsplash
“This case study demonstrates how Reeya improved a small business’s customer purchasing journey through service and UX design.”
The Challenge
The Challenge
User Problem
The purchasing journey depended on direct messaging with the seller. Customers could not evaluate products or complete orders independently, creating delays for customers and repeated enquiries for the business.
This indicated a service friction rather than simply a marketing issue.
Discovery
Through competitor review, customer enquiry patterns and content analysis, Reeya identified three barriers: lack of trust indicators, unclear product information, and a complicated purchasing process. Customers needed reassurance, guidance and a clear purchasing pathway before committing to purchase.
The Investigation & Insights
The Investigation & Insights
To bring their vision to life, Reeya acted as Service Designer, UX Designer and Implementation Lead. She was responsible for research (reviewed competitor websites, identified missing trust signals, analysed purchasing barriers, defined customer information needs, observed how customers typically buy skincare products), journey mapping, content structure, interface design and launch.
"Customers required clear explanations, confidence in the brand, and a straightforward path to purchase."
"Customers required clear explanations, confidence in the brand, and a straightforward path to purchase."
Service Design Approach
Service Design Approach
The design focused on reducing customer effort and supporting independent decision-making.
Reeya's strategy involved comprehensive UX research to drive intuitive website design, in-depth market and competitor analysis to establish premium, eco-friendly positioning, and the creation of a unique brand emphasising natural heritage and a strong visual identity. She developed a user-friendly e-commerce platform with engaging content and professional graphics, all underpinned by a strategic marketing approach (including SEO and UX/UI optimisation) to ensure optimal customer experience.
User Journey
User Journey
Design Decision
Reeya structured the site navigation around how customers think about skincare concerns rather than product categories. Clear product descriptions, ingredient explanations and trust indicators were added to reduce hesitation and support independent decision-making.
Implementation
Reeya designed and launched a full e-commerce platform, including: website architecture and structured navigation, user interface and page layouts, implemented payment workflow and order confirmation, integrated inventory system, structured product content. The platform created a repeatable and predictable ordering process.
The Outcomes
The Outcomes
The project was completed within one month, and the results were outstanding; the business gained a self-service sales channel, customers could browse, understand and purchase products without contacting the seller, while the business reduced repetitive enquiries and manual order handling.
The client now has a professional, fully functional e-commerce website for showcasing and selling products. The customer-focused design created a visually pleasing, user-friendly experience with clear information, resulting in positive feedback on website design and mobile ease of use.
Impact
Reduced manual enquiries I Clearer product understanding I Improved mobile usability I Consistent ordering workflow
The service moved from manual communication to an accessible digital experience.
This project reinforced how service clarity and accessible information can significantly change user behaviour. Reeya is interested in applying similar service improvement approaches within organisational and digital teams.
If you’re ready to take your e-commerce business to the next level, Reeya can help other e-commerce businesses achieve similar success – creating platforms that are visually stunning and built for growth
Let’s bring your vision to life!
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