Project insights
My Role
UX research
Analysis and Visual design
The Team
4 designers (incl. me)
Titan Design head, myself, 1 UI designer, 1 design intern
Results
The Problem
Fastrack is bold, playful, and youth-centric, but its website didn’t reflect that energy.
Despite high time spent on site, users weren’t discovering products or converting. The experience felt cluttered, unclear, and emotionally disconnected.
Design Challenge
How might we create an engaging online experience for Fastrack that balances creativity and practicality while staying true to its vibrant, youthful brand identity and driving conversions?
The Process
We kicked off the process with a comprehensive experience review of the current experience.
The target audience of Fastrack is essentially young audience within the age group 18 to 32. So our study focused on that particular age demography.
We decided to go with 3 methods of data collection, and 4 other methods to understand common e-commerce practices, trends and performance of the current website.
Desk research
User interviews
User survey
Store interviews
Web analytics
Heuristics evaluation
Benchmarking
Designing for different shoppers
None of us had prior e-commerce experience except for the Titan design head. It was crucial for all team members to grasp common e-commerce practices.
We conducted desk research to comprehend typical user behaviors and UX practices.
After gaining a basic understanding of e-commerce in general, we began to delve deeper into insights specific to watch brands, Fastrack's target audience, and its competitors through surveys, interviews, and benchmarking.
Web analytics and heuristics
In order to gain a good understanding of the current state of the Fastrack website and identify areas for improvement, data over the past six months, spanning from December 1st, 2023, to May 24th, 2024 is obtained.
This period was chosen to capture seasonal variations, trends, and any notable fluctuations in user behavior and website metrics.
Despite having an impressive average time spent of 4 minutes and 11 seconds, surpassing the industry benchmark, Fastrack does not translate this into improved conversion rates or visits to Product Detail Pages (PDP).
With only 30.67% of visitors reaching the Product Detail Page (PDP) on Fastrack's website, despite an average page duration of 4 minutes and 11 seconds, this statistic raises concerns. The low PDP page visitation rate suggests potential user confusion or a lack of compelling sections to convert them into potential buyers.
Design
After analyzing the present website and conducting thorough user research, we've formulated a series of enhancements to the Fastrack website experience.
We've identified key strategies to address user confusion, enhance engagement, and better cater to the needs of our young audience. These strategies include:
Clear & robust information architecture
Simplified product information in PLP and PDP
Giving more context, social proof and emotional connect
Improved visibility for offers & value
Playful, Interactive Engagement
Final outcome : Highlights
Clear & robust IA
User Scenario
Low PDP visits due to unclear category structure.
Solution
Restructured navigation with clearer categories
Introduced a dedicated Gifting section
Reduced friction in product discovery
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Simplified product naming: collection + key feature, with offer pricing and color variants highlighted upfront.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Simplified product information in PLP and PDP
User Scenario
Long product names and dense tables confused users.
Solution
Shortened product names (collection + key feature)
Visual feature highlights for smartwatches
Maintained SEO while improving scannability
Building trust & emotional connection
User Scenario
Users lacked trust and emotional connection with products due to limited social proof and real-life context.
Solution
Integrated reviews, testimonials, and UGC
Showed products in real-life contexts.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Celebrity-led storytelling
User Scenario
Marketing relied solely on product images, missing an emotional appeal to younger audiences
Solution
Shifted from static product imagery to lifestyle storytelling
Introduced Ranveer Singh as brand ambassador to connect with youth
Curated collections
User Scenario
Users visiting for specific needs, like gifting or sports, struggled with overwhelming options and decision fatigue.
Offer Visibility That Converts
User Scenario
Users often missed ongoing offers.
Solution
Highlighted discounts across homepage and PDP.
Balanced visibility without overwhelming the interface.
Playful & interactive experiences
User Scenario
Young, tech-savvy users seek a more engaging and dynamic browsing experience.
Solution
Interactive overlays for Product Comparison and Store Finder
Exploration-driven flows aligned with youth behavior
Gamified Engagement
User Scenario
Users needed a more engaging and interactive way to explore products and stay connected with the brand.
Solution
Quizzes
Spin-the-wheel rewards
Guess-the-price challenges
These increased engagement and strengthened brand recall.
More screens & highlights
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Introduced watch-specific product descriptions—tables for analog watches and visually led feature sections for smartwatches—to improve clarity and decision-making.
Results
From here onwards, the Titan team assumed responsibility for testing and development, while maintaining constant communication with us throughout the process. Although our involvement was primarily in support tasks, the collaborative effort culminated in the release of the website's first phase on December 27th, 2023.
As testing continues and remaining features are integrated, the project progresses towards completion. Encouragingly, on April 1st, the Titan team shared positive KPIs indicating significant improvements
📉 Reduced cart abandonment rate from 91.76% to 72.53%
📈 Increased PDP visits from the homepage from 30.67% to 57.4%
These positive outcomes reflect our joint efforts in enhancing Fastrack's online presence and driving user engagement.
