MICHELLE TOBI

Overview

01

Nini is an Israeli e-commerce website that offers a wide range of original and useful gifts
for mothers and their newborn babies.

Goal

02

As a UX/UI designer, I would like to propose a renewal
of the existing Nini website to improve its usability,
functionality, and overall user experience.

AFTER

BEFORE

User Research

03

In order to better understand the needs and frustrations of the user,
I used both interviews and questionnaires. Initially, I sent Google
surveys to 99 potential users between the ages of 18 and 78,
 Most relevant of them were merried women aged 38-48 with childrens  

Over half an hour to find gift
46.5%
Prefer to order online
74%
Will invest a maximum of 250 NIS on a gift for someone inside the family
47.5%
Will invest a maximum of 120 NIS on a gift for someone outside the family
36.4%
Prefer that the gift arrive at the maternity home
81.8%
The most importent value is the gift to be useful
86.9%

Competitive Analysis

05

IT MOMZ

Hover The Mouse Over

Strengths

  • Effective use of images and videos that showcase the service and provide visual interest.

  • The website provides various resources and tools to help mothers with parenting, which aligns with its target audience's needs.

Weaknesses

  • The website's footer lacks essential information, such as a contact email or phone number, which may frustrate users looking for more information about the service.

  • The website's main navigation menu lacks submenus, making it challenging to access specific pages or resources.

MINENE

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Strengths

  • The website provides detailed product information, including multiple images, specifications, and customer reviews, which help users make informed purchase decisions.

  • The website's visual design is clean, modern, and stylish, which gives it a professional and high-quality look.

Weaknesses

  • The website could benefit from more prominent calls-to-action on product pages, such as "Add to cart" or "Buy now" buttons, to encourage users to take action.

  • The website's product search function could be improved by including more filtering options and better autocomplete functionality.

BABYCAKES

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Strengths

  • The website uses a prominent banner to display important information about shipping and returns, which helps users feel more confident about their purchase.

  • The website's product pages provide detailed information about each product, including multiple images, descriptions, and customer reviews, which help users make informed purchase decisions.

Weaknesses

  • The website could include more information about the company's values, mission, and story, which could help users feel more connected to the brand.

  • The website could benefit from more prominent calls-to-action on product pages, such as "Add to cart" or "Buy now" buttons, to encourage users to take action.

Pain Points

Inconsistent Design

The website design is inconsistent throughout the different pages, with varying font sizes, colors, and styles. This can make it confusing for users to navigate the site and can lead to a lack of trust in the brand.

Lack of clear calls to action

The website does not have clear calls to action, which can make it difficult for users to know what they are supposed to do next. This can lead to a high bounce rate and a poor user experience.

Cluttered and busy homepage

The homepage of the Nini website is cluttered with too many elements, including text, images, and ads. This makes it difficult for users to focus on any one thing and can be overwhelming, leading to a poor user experience.

Poor Navigation

The website navigation is not intuitive and can be confusing for users. For example, the main navigation menu is buried in a drop-down menu and some of the menu items are not clearly labeled, making it difficult for users to find what they are looking for.

User Scenario

06

Orly Pinhas

35 Years Old | Married With 2 | Rishon Letzion | Teacher

orl’ys best friend liliana gave birth for the fisrt time and orly is very excited for her. Her goal is to find unique and meaningful gift for the newborn and the new mother. 

Her challenges:

  • Finding gifts that are both meaningful and practical
  • Sorting through a large selection of items to find the right gift
  • Having a frustrating online shopping experience due to slow website speeds, confusing navigation, or difficulty finding information
  • Feeling overwhelmed by too many options or too much information

Nini Birth Gifts is motivated by creating a positive and memorable experience for the recipients of her gift. orly will values unique and meaningful gifts that will make a lasting impact on her friend.

The Workflow - UX vs UI

07

Wireframes are created to understand the basic structure of an app before UI design 

Web Home Page

After
Before

Web Filter Page

After
Before

Web Product Page

Home Page mobile

After
Before

Filter Page mobile

After
Before

Product page mobile

Home Page mobile

Home Page mobile

Filter Page mobile

product page mobile

User Interface

08

Home Page

Welcome to the newly redesigned
Nini Birth Gifts website!

We’ve created a more modern and
user-friendly homepage to enhance
your shopping experience

  • A clean and simple design to
    make iteasier to navigate
  • A prominent search bar to
    quickly find the perfect gift
  • Featured products and
    categories to inspire your
    gift giving
  • A section for customer share
    photos to help you make an
    informed purchase

Search By Sorting

Welcome to the new and improved
sorting page on Nini Birth Gifts website! 

We understand that finding the perfect
gift for your loved ones can be overwhelming. That’s why we’ve added new sorting features to help you find what you’re looking for faster.

Sort by price, popularity, or newest to quickly find the best options for your budget and preferences

We hope these changes make your shopping experience on our website even more enjoyable. Happy browsing! 

Search By Filter

you can filter your search using
four different criteria:

  1. Color – select the color you’re looking
    for from a drop-down menu, and our system will show you all the gifts that match your selection.

  2. Category – choose from a list of
    categories to narrow down your
    search.

  3. Price – set your budget by selecting
    a price range, and our system will
    show you all the gifts that fall within
    your budget.

  4. Add-ons – you can also filter your
    search by add-ons, including gift for brother and sister and personalization options.

 
 

Product Page

On this page, you’ll find all
the details you need about
the product, including images,
description, price, and call
to action button.

To make the shopping experience
even more enjoyable, we’ve added
some new features, such as:

  1. Related products – at the bottom
    of the page, you’ll find a selection
    of related products that you may
    also be interested in.

  2. Social sharing – you can easily
    share the product on social
    media platforms, such as
    Facebook and Twitter,
    by clicking on the
    share buttons.

Style Gyide

09

The Logo

The idea was to keep the original logo and
change thr colors so it will speak to both genders

Nini Logo Before

Nini Logo After

# F7B9C8

# A57C52

# FED933

The Colors

The Typography

Greycliff Hebrew CF

The Icons