User Experience

User Experience Design

The user experience of an ecommerce website, website or product replicates the customer experience of your brand. User experience (UX) design must do the work of communicating your brand values, supporting users in accomplishing their goals and conveying care for your customers. UX design makes your website or product usable, accessible, easy and enjoyable to use, thus enhancing your business’s value to customers as they interact with your ecommerce website or product.

We  specialize in UX design that supports your business strategy and addresses the needs, behaviors, and motivations of your customers. Our work begins with research to delve into your business landscape and objectives, examining your current situation and future goals, as well as your market landscape. We also conduct user research to understand how customers interact and shop with your business, offline and online, and identify unique opportunities to serve them with your digital solutions. We then deliver a UX strategy that defines the layout, interactivity, navigation, and content for your digital solution. Our deliverables include a design system that allows for scalability and maintenance going forward. We may present wireframes or high-fidelity prototypes for key interactions to test and validate the feasibility of our UX design, allowing you to make research-supported decisions and launch a customer-centric end product.

“It is a refreshing experience to partner with a group of talented people who have the experience and knowledge to craft a truly best-in-class eCommerce experience. If it were up to me I would partner with eHouse on every project moving forward.”
User Experience & Information Architect Manager, $2 Billion National Retailer

UX Research and Personas

It is important to remember that we are not always our users or customers. It's a good rule of thumb to avoid making assumptions about who users or shoppers are and what they need when using your ecommerce website or product, without doing homework first. User experience (UX) research and the development of user personas enable us to design experiences that serve customers, solve real problems, and prioritize features that best address the needs of target customers.

UX research often starts with studying market research, interviewing customers and prospects, and examining your business’s customer data. After surveying customers, we then develop customer personas that represent key segments of focus for your business. Each persona includes demographic details as well as psychographic and behavioral shopping preferences about your target customers, such as how they feel and think about a topic and how they use products and services. These personas give us a point of view on for whom we are designing, narrowing the product scope and cost by guiding user-centric decisions. UX research and personas are often a first step that informs experience mapping and other strategy processes that support even the most complex omnichannel scenarios.

Information Architecture

The organization of your ecommerce website or brand website directly relates to your success metrics, such as conversion rates, bounce rates, and cart size. Information architecture (IA) is the focus on structuring and grouping tasks and information and labeling content and functionality. An effective IA allows your customers to successfully interact with your ecommerce platform, website or product, building a solid foundation while future-proofing your digital property so it can scale and evolve effectively.

Our IA work begins by analyzing how customers think about finding, considering and purchasing products and finding information. We study analytics data and conduct user research, such as card sorts and tree tests, to investigate and validate hypotheses. We then develop documents such as site maps, user flow and navigation diagrams, and nomenclature taxonomies to share and gain agreement on the final IA. This process also helps identify core landing pages that should be created, which supports search engine optimization (SEO) and inbound and outbound marketing activities.

Read more about Customer Research and Why it’s Essential to the E-Commerce Experience


We build prototypes in the early stages of the design and development process, to share our ideas for content layout, interactivity, navigation and user experience design. Prototypes are an effective way to iterate on design ideas across devices because they allow your team to experience the ecommerce website, website or product the way your customers would and visualize gaps and opportunities.

Our prototypes enable us to test the feasibility of an idea in its early stages, as well as explore multiple concepts and test them in user research to discover the best direction. Our clients and partners benefit from prototypes because they can experience an idea firsthand, reducing confusion and miscommunication and saving time, effort and money. By using prototypes in our projects, we can deliver a higher-quality and higher-value product and experience.

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