UX Workshop for the Redesign of Safari Import Export E-commerce

Safari Import Export, a key player in retail in Morocco, brings together prestigious brands such as Lacoste, Gant, Le Coq Sportif, and Longchamp. As part of the modernization of its e-commerce site, and to reflect the excellence of the brands it distributes, Safari Import Export called upon our UX/UI expertise to rethink the user experience. This project was carried out in collaboration with EGIO, the agency responsible for Prestashop development.

1. The Workshop Objective

2. Our Approach

3. The Results

4. Conclusion

To create a fluid, intuitive, and engaging user experience, while respecting the unique identity of each brand present on the platform.

The idea : simplify navigation, facilitate online purchasing, design dedicated corners for each brand, help users visualize themselves, and transform the site into a true traffic driver, both for physical stores and e-commerce.

To meet the expectations of Safari Import Export, we deployed a collaborative UX methodology. Here are the key steps of our intervention :

During an initial meeting, our UX consultants analyzed Safari Import Export’s expectations and took the existing digital ecosystem into account. The goal ? Align the vision of all stakeholders.

We studied friction points in detail (complex journeys, unnecessary information, etc.) to identify priority improvements.

This step allowed us to lay the foundation for the interface and work on ergonomics without superfluous visual details. The wireframes structured the essential elements: navigation, information hierarchy, content to highlight, organization of the different sections of the site, etc. Adopting a mobile first approach, we designed the experience for mobile devices before adapting it to other devices.

This co-creation workshop, titled “Perfection Game,” brought together the teams from Safari Import Export and the Prestashop development provider. Together, we optimized the user journeys created beforehand, making them even more fluid and improving every step of the process.

The objective? Create a friction-free experience, both pleasant and efficient, for every user, while capitalizing on the expertise of each team.

Thanks to close collaboration and a well-established methodology, we achieved several key objectives:

• An intuitive interface, which simplifies searching and purchasing.
• A coherent multi-brand experience, highlighting the prestige of each brand.
• A notable increase in traffic and sales, both online and in-store.
• Successful synergy among all stakeholders, proving the effectiveness of user-centered collaborative work.

The UX workshop played a crucial role in the success of this project. By putting the user at the heart of decisions and fostering constructive collaboration, we helped create a high-performing and attractive e-commerce platform for Safari Import Export. Ready to transform your site into an engaging and high-performing platform? Let’s work together to achieve your goals ! 🚀