Astoria

Services:

Website Design

Year:

2024-2025

Project Overview

Astoria is an e-commerce platform specializing in technical items for modern living—focusing on mobile phones, kitchen appliances, and household equipment. The site emphasizes detailed technical specifications, performance data, and expert guidance to help users make informed purchasing decisions. Astoria serves a diverse audience of consumers and professionals who seek high-quality, technically advanced products for their homes and daily lives.

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Research Goals

The research aims to understand how consumers and professionals research, evaluate, and purchase technical products for their homes, and what information they need to feel confident in their choices.

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Scope of Work

Website design and development
UX/UI optimization
Content creation and branding

Challange

Design the product browsing and comparison experience so shoppers can quickly evaluate technical specifications side‑by‑side and make confident purchase decisions — without leaving the product page or guessing what the specs mean in real life.

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User Research

The purpose of this user research was to understand how users perceive, navigate, and interact with the website, with a focus on identifying usability barriers in ordering process, product cards, and information discovery. The findings helped uncover key pain points, user expectations, and behavioral patterns that informed evidence-based design decisions for improving usability, engagement, and trust.

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User Personas

The purpose of this user research was to understand how users perceive, navigate, and interact with the website, with a focus on identifying usability barriers in ordering, discoverabilty, and information discovery. The findings helped uncover key pain points, user expectations, and behavioral patterns that informed evidence-based design decisions for improving usability, engagement, and trust.

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Heuristic evaluation

The heuristic evaluation revealed major usability issues across feedback visibility, consistency, error prevention, and help documentation, resulting in user confusion, reduced trust during critical actions such as ordering process, and an overall outdated and difficult-to-navigate experience.

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Accessibility Audit

The accessibility audit revealed multiple WCAG compliance gaps, primarily related to missing alternative text, insufficient color contrast, inconsistent heading structure, and small interactive targets. These issues significantly impact screen reader users, low-vision users, and users with motor impairments, reducing overall usability and accessibility compliance.

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