Jaycar website refresh

Australia and New Zealand site redesign for more intuitive and user friendly experience.

Role

UX design

Industry

Retail & Ecommerce

Duration

3 months

The Ask

While the business was growing and becoming its own leader, the existing Jaycar website was left behind looking like a remnant from the past. Despite the vast catalogue of products and logistics available, the online experience was less than ideal and with often complex user flows to complete tasks.

Category research market

I conducted a thorough online research across various ecommerce platforms and websites to identify what are good and dark practices that help convert or create a confidence building experience specifically from an ecommerce platform. Brands explored include;

  • Generalist retailers - Kmart, Target, Myer, etc

  • Category specific retailers - Good Guys, JB hifi, Woolworths, etc

  • Brand specific retailers - Koala, Apple, Nike, etc

  • Other - Qantas, Virgin Australia, etc.

What was very apparent early on was the inherent 'as expected' page layouts, structure and components across the majority of the websites. As a result, it was hard to determine and pin point who stood out above the rest.


The Ask

While the business was growing and becoming its own leader, the existing Jaycar website was left behind looking like a remnant from the past. Despite the vast catalogue of products and logistics available, the online experience was less than ideal and with often complex user flows to complete tasks.

Category research market

I conducted a thorough online research across various ecommerce platforms and websites to identify what are good and dark practices that help convert or create a confidence building experience specifically from an ecommerce platform. Brands explored include;

  • Generalist retailers - Kmart, Target, Myer, etc

  • Category specific retailers - Good Guys, JB hifi, Woolworths, etc

  • Brand specific retailers - Koala, Apple, Nike, etc

  • Other - Qantas, Virgin Australia, etc.

What was very apparent early on was the inherent 'as expected' page layouts, structure and components across the majority of the websites. As a result, it was hard to determine and pin point who stood out above the rest.


New design framework and key elements

Design framework

Wireframes started with creating a new design framework to serve as a foundation to be responsive across all devices. This included implementing a grid system and subsequent design foundations and rules to ensure following components were consistent, responsive and usable.

Information architecture

Another crucial change was to redefine the Information Architecture and the user facing navigation. The existing navigation was much too complex and deep to be showcase Jaycar's product and service offering.

Component design

Along with the new design, we also create a component library and design system to help future design and development. Component design was understanding what was a neccesary element vs a nice-to-have, so that we were not creating additional cognitive load.

Account Management & loyalty

For account management, the strategy and focus was customer loyalty and retainment. Despite a loyalty program already in place, the existing service was largely manual, which can result in a cumbersome process. To solve for this, I proposed designs that showed a visual representation of their loyalty progress, and bringing an element of gamification to the loyalty experience.

Product catalogue & details

Led the conceptualization phase, brainstorming with the design team to generate innovative ideas that align with user needs and project goals. Developed user personas and scenarios to guide the design process and ensure a user-centered approach.

Mapped out user flows for key app functionalities, including account creation, restaurant browsing, event creation, and social interactions. Prioritised simplicity and intuitiveness in the navigation structure to enhance user engagement.

User centred content & Search

The focus of content and search on Jaycar was to help guide users to the correct product and help them make the most of the online resources available from Jaycar. Our long term aim of this was to create a content hub where Jaycar customers become a community.

To be a leader in this category and better help customers, with the help of a machine learning developer, I designed a visual search that suggested products related to the uploaded image. On mobile devices we would utilise the camera to capture the unknown components.

With Jaycar's vast catalogue of products and planned content hub, the vision is to make Jaycar's website the go to website for inspiration, support and learning.

Customer loyalty and rewards

To further increase Jaycar's customer loyalty and frequency of returning customers, we also designed a content hub, including a space where to inspire customers to build DIY electronic projects and write their own . The goal of this was to ensure that the website served more than an ecommerce site but also a resourceful community.

Outcomes

Overall, the updated website not only provided the brand a refreshed look, but also helped optimise key user flows. Leveraging the best of what Jaycar already offers, my focus throughout the project was to ensure my recommendations are scalable, adaptable and increases Jaycar's online presence.

At the end of the project, the project team were confident that our work did the following, and was met with very happy stakeholders.

  • Improved brand value proposition through the website.

  • Improved product discoverability and searchability

  • Optimised checkout process for new and returning customers.

Outcomes

Overall, the updated website not only provided the brand a refreshed look, but also helped optimise key user flows. Leveraging the best of what Jaycar already offers, my focus throughout the project was to ensure my recommendations are scalable, adaptable and increases Jaycar's online presence.

At the end of the project, the project team were confident that our work did the following, and was met with very happy stakeholders.

  • Improved brand value proposition through the website.

  • Improved product discoverability and searchability

  • Optimised checkout process for new and returning customers.

Minho Baek

2025

Minho Baek

2025

Minho Baek

2025