For the Product collection at home page, users expect to have an understanding of what product categories we offer with a glance. Therefore, we conducted a categorization, dividing collection into accessories and RC jets while maintaining a consistent visual identity. However, user testing revealed that the Best-Selling Aircraft Models are not necessarily be the most suitable for customers. Instead, customers prefer to refine their search based on specific criteria like usage scenario and operating difficulty. Therefore, we implemented strategies and domain knowledge to display jet models that align with RC flying practices. This way, customers can effortlessly find models that suit their individual preferences and requirements.

Upon reaching the Category Page, customers’ primacy goal is to quickly compare the available options and successfully locate their desired product. To aid in this process, we implemented a vertical filter menu to assist customers refine their search. Simultaneously, we optimized the product cards with a consistent and easily scannable format, enabling them to quickly evaluate  choices and take the next step in the purchasing journey.

Despite the improvements, our testing has revealed that majority of our customers are still encountering difficulties in navigating a vast range of products and selecting compatible accessories. To address this issue, we incorporated a secondary horizontal carousel that groups related sub-categories together, providing customers with a greater visual clarity and accelerating the process. To further assist customers in choosing the suitable product , we also introduced Buying Guide section at the bottom. Whenever the customers struggle to compare their recent viewed products, our guide is ready to provide personalized content, helping them make informed purchase decisions while nurturing an positive brand image.

The main issue with our product display is the lack of consistent visual language and the difficulty in accessing a concise overview for a brief evaluation. To address these issues, we unified the product images and introduced Product Card as a replacement for the current visual component. Based on the feedback from interviews, we have also included three key specifications that customers usually consider most when choosing an RC jet, so they can easily compare relevant items and target the ideal product without wasting effort on additional exploration. Lastly, we have adjusted font sizes and user interface to ensure a clear information hierarchy, allowing for fast scanning.

Regarding the Product Detail Page, the primary feedback about the current interface is that it contains an excessive amount of text-based information and glossaries. While these descriptions are essential to comprehend our product, many customers, particularly novices, find it tedious to review the entire page and often become hesitant to purchase the product as a result. To reduce cognitive load and enhance the overall browsing experience, we implement the following Strategy:

Zooming into the Product Overview, the current website requires users to select a color scheme and a package option to purchase a jet. The current method for selecting color schemes through a drop-down menu and scrolling through a list of product codes is very complex & time-consuming. Further, many of our Customers are unfamiliar with the Package Options for a turbine jet, so including descriptions or photos of each package would be necessary and helpful. To simplify the selection process and create a more intuitive design, we dismissed the drop-down menu, improved clarity of product package and created circular color swatches. As a result, customers can easily choose their purchasing options through direct visual references.

Shopping Cart serves as a bridge between the selection and checkout process. If the previous experience is to facilitate the product-choosing process on behalf of the customers, the goal of cart is to inspire confirmation by instilling Confidence in the delivery and after-sale experience. Therefore, we consider how to minizine the distraction while providing enough Core decision-making to reduce the abandon rate and facilitate the purchase process. Here are some design strategies we followed during iterations.

The goal of Homepage is to create a engaging first impression for customers when they visit our new site . It is an epitome of overall content ,service and value proposition. Thus, It needs to clearly communicate the brand identity, establish credibility in customers, and most importantly showcase RC jet products & service,  guiding customers to quickly browse and explore the available options without any confusion or frustration.