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Abrakadabra

Your party starts with a costume.

05/31/2023

3 min

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ROLE

UX/UI Designer

TIMELINE

Apr 2023 - May 2023

RESPONSIBILITIES

• Researches

• Competitor analysis

• UI Design

• Prototyping

• Presentation to the client

AGENCY

wicomm

CHALLENGE

After a thorough analysis of Abrakadabra e-commerce, several aspects were identified that could be improved to provide an even better user experience and, consequently, drive increased sales.

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RESULTS

+28%

Increase in overall conversion rate

+180%

More sales than the previous Halloween campaign.

+120%

Increased user engagement

MARKET RESEARCH

Market research on costume sales in Brazil revealed a growing sector , driven by cultural events such as Carnival and Halloween. The market was diverse, with demand for children's and adult costumes, influenced by fashion trends and popular characters. Competition between stores has always been fierce, with companies investing in innovation and marketing to stand out.

R$4.6 billion

Spending on online shopping during Carnival 2023

68%

Of Brazilians invest in preparations for Halloween

700%

Increase in costume searches during Festas Juninas

COMPETITOR ANALYSIS

As it is a niche with little variety of online stores, the competitor analysis consisted of only two other stores.

Compared to its competitors, Abrakadabra e-commerce lagged behind in many aspects .

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SOLUTION

After a detailed UX analysis of the website, several significant modifications were made to enhance the user experience and ensure more intuitive and pleasant navigation.

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One of the main changes implemented was the simplification of the site’s layout and design. A more minimalist approach was adopted, featuring a more harmonious color palette and strategic use of visual elements.

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Another important modification was the reorganization of content categories and subcategories to facilitate the location and access to the information desired by users. This was done with consideration of the needs and expectations of visitors, making navigation smoother and reducing the possibility of frustration during the search for information.

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In addition to these modifications, various technical improvements were implemented to optimize the site's performance and speed, ensuring faster loading times and reducing the possibility of interruptions during navigation.

CONCLUSION

After the changes to the website, all modifications were subjected to usability testing to validate their effectiveness. It was found that the new layout and design of the site made the experience visually appealing and modern. The color palette was harmonious, and the strategic use of visual elements made navigation more enjoyable and engaging.

In summary, the changes implemented on the site were validated and received positive feedback. The overall experience was considered improved in terms of navigation, usability, and design. The modifications proved effective in providing an enhanced and satisfying user experience.

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