This project aimed to improve the colour selection process for a specific product on I.T, a multi-brand e-commerce website that sells a variety of products from different brands. Users found the previous design confusing and time-consuming when they wanted to preview multiple colours of the same product.

Our process began with  user interviews  to identify user pain points, followed by competitor research  that led us to the idea of image-based previews. We then iterated through multiple designs and conducted  usability testing  to ensure the optimal solution . Our final design allowed users to view all available colours through image previews while maintaining an optimized UI layout.

•  Users had difficulty selecting a specific product color due to a limited color display system.

•  The previous color selection process was time-consuming and confusing for users, especially when there were many colors to choose from.

•  The UI layout would be negatively affected if all color options were displayed at once, especially when a product had over 10 colors.

The below interview questions were designed to uncover pain points related to the colour selection process. The first question aimed to determine how users navigate colour options and how they feel about the current design. The second question focused on the number of colour options and whether users found it overwhelming or confusing. The final question asked about the time it takes to select a colour and whether users would be interested in a more efficient process.

Through these questions, we were able to identify the pain points of a confusing colour selection process, limited colour preview options, and a lengthy product layout. These pain points guided our redesign process and ultimately led to a more user-friendly and efficient design.

(A) How do you typically choose a color when browsing for products online?
(B) Have you ever found it difficult or confusing to select a specific color for a product you were interested in?
(C) Can you describe that experience?How important is it for you to be able to see multiple color options for a product before making a purchase?

Competitor research helped us identify a popular trend in the industry: using image-based previews to display product colours. This allowed users to preview multiple colours of the same product without having to click on each dot, which significantly improved the user experience.