PROJECT

Improving  user experience of the basket page for 11.9 million users

Hepsiburada is Turkey’s leading e-commerce site, serving millions of users with over 50 million monthly visits.
In 2023, the platform facilitated transactions exceeding $5 billion. This establishes Hepsiburada as a significant player in the Turkish e-commerce market.
iPhone mockup

WORKFLOW

Research Interview
Benchmark
User Flow
Happy Path & Edge Case
UX Design
Visual Design

TEAM

Ceren Ertürk

TIME

2023
3 weeks

PRODUCT

Hepsiburada Basket

Metrics 📊📈

BUSINESS

CR
CTR
MRR

USERS

Usability
Readibility
Loyalty

Research Interviews 👩💻

To conduct user interview ı followed a structured approach that involved identifying the target audience, creating a set of relevent open-ended questions, and engaging in one-on-one conversations to gather valuable insights and feedbacks regarding their experiences, needs and preferences.
Mockup
Mockup

Benchmark 👀

I conducted a thorough benchmarking analysis of Hepsiburada's local and global competitors' basket page to gain insights into UX and UI. I identified essential elements, addressed problematic components, and conducted in-depth visual research.

Design 🌈

To enhance the visual appeal and ensure consistency of the basket page, I developed various alternative designs. Collaborating closely with stakeholders of the basket page, we conducted numerous meetings to refine and finalize the designs.
Mockup
Mockup
How I Decide Items

Desicion Making Process 💡

In order to define required item and features ı made a list of important information. This features and information will definitely effect Hepsiburada's revenue. First, ı check data and talk with other designers who are responsible for listing, product detailed card and category. I got an insight from them. With all of these information ı made an list for prioritise information such as "Must Have"  and "Should Have" info

Must Have

•Product Image,
•Product Name
•Seller Name,
•Product Info ( Color, Size etc )
•Quantity
•Price,
•Price Discount
•Cargo Info (Paid or Free)

Should Have

•Affordability Options
( Shopping Loan, Credit Card, Wallet etc)
•Product Stock Info
( Last 1 Product etc.)
• Remaining Time ( Sale Product)
• Upcell Info for Free Cargo
• Estimated cargo delivery day
Edge Case Design

Design for all possibilities 🤔

Hepsiburada offers a wide range of products, including physical, digital, and customizable items across various categories such as technology, home, beauty, automotive, and hobbies.

Consequently, product cards need to accommodate all products and possibilities. First, I listed all the main features, then added edge case scenarios to aid in making well-informed design decisions
UI Design

Atomic Design Principle 🎨

I adhered to the atomic design principles to create individual elements, which I then assembled into components for the necessary items.

Upon completing the smaller elements and components, I constructed an auto-layout product card to accommodate various scenarios for mobile and desktop screen.
UI Design

Design in Figma 💜

After creating all the cases, I began designing the product card in Figma using the atomic design principles

Desktop Screens 💻

Final Design🎨

I conducted a prototype and usability test for Hepsiburada's users to guarantee a seamless user experience.

Proudly Achievement🔥

3.2%
CTR increase
%6
Alternative Affordability Options Used