Ironhack UX Case Study: eCommerce Redesign


The e-Commerce client

Business Analysis

Business analysis is a research discipline of identifying business needs and determining solutions to business problems.”

Lean UX Canvas

Competitive Feature Comparison

“A competitive comparison is a framework for putting two or more competitors (their companies, products, teams, etc.) side by side to see both similarities and differences.”
“A Market Positioning Map, also known as Perceptual Mapping, is used to understand where a product or service is located based on specific qualities in the market.”

Heuristic Analysis

There are multiple opportunities in order to improve appearance of the menu option when users want to order;

Aesthetic opportunity to embrace minimalist design through more proficient use of screen.

User Research

Affinity Map

  • People like to drink socially.
  • It’s important to know when food is ready.
  • People are not likely to order beer directly from the brewery.
  • People are more likely to try new beer if a friend recommends it.

Value Proposition Canvas

As-Is Scenario Map

  • Get hungry/thirsty (“What should I order”)
  • Look for food/beer (“What does this beer taste like?”)
  • Making selection (“Don’t know deals”)
  • Pay (“Doesn’t understand legalities, IDs”)
  • Wait (“Can’t see order progress”)
  • Pick it up (“Do they have a contactless payment?”)

User journey map

“A user journey map is a visual representation of the customer experience — and is a useful tool for everyone in your company to look at your website from the user’s point of view.”

Problem Statements

  • How might we simplify the options for our users?
  • How might we let our users know when the food is ready?
  • How might we better describe the options for the users?


Brainstorming and Mindmapping

Brainstorming means using the brain to storm a creative problem and do so in commando fashion, with each stormer attacking the same objective.”
- Alex Osborn


​Impact vs. Effort Chart and MoSCoW Method

Moscow is an acronym for “Must have, Should have, Could have, and Won’t have.”
The impact effort matrix template plots activities against two variables: Level of Effort(Horizontal Axis)and Level of Impact (Vertical Axis)

Value Proposition Canvas/Products + Services


We are providing people who are looking to buy food and beer through the Aslan website with a simplified checkout process with well-described options, including order updates to let the user’s know when the food is ready.

User Flow

A user flow shows the path or paths a user takes to complete a task.


Lo-fi prototype

Low-fidelity prototypes are simple and low-tech concepts. All you need to get started is a pen and paper. The goal is to turn your ideas into testable artifacts that you can then use to collect and analyze feedback in the early stages.

Mid-fi prototype

home screen
Choosing the cheeseburger
Adding extra cheese
ready for the checkout/we change the size of the button
selecting payment options credit card / different layout than in our lo-fi
entering credit card info
the last step of receiving test updates of your order

Mid-fi prototype link:

Success & Failure Metrics

  • High completion rates
  • Low task completion time
  • High DAU & MAU
  • High social media engagement
  • High dropout rate during the checkout process
  • High bounce rate
  • High completion time
  • Low DAU & MAU
  • Low social media engagement

Key learnings

Next Steps

  • Test mid-fi prototype
  • Continue to add earlier proposed features
  • Test and iterate on findings
  • Propose changes based on collected data research

Thank you for reading my case study. If you have any questions feel free to leave your comments bellow, or you can reach me at Linkedin.



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