BBQ.ua operates a series of stores in Ukraine specializing in barbecue grills and related accessories.
Project Type
Redesign
Year
2025
Type
eCommerce
Duration
3 months
Contribution
UX/UI Designer
Company
PYP International
OVERVIEW
Old and Outdated
BBQ.ua is an e-commerce website specializing in grills and accessories, providing users with products, maintenance services, and expert advice. The goal of this redesign is to modernize the platform, making it more visually appealing, user-friendly, and aligned with contemporary market standards.
EMPATHIZE
Discovery
To understand the needs and frustrations of users, I conducted research through the following methods:
User Interviews: Conversations with existing customers to understand their shopping habits and pain points.
Competitive Analysis: Studied modern e-commerce platforms to identify and apply relevant UX best practices.
Usability Testing: Observing how users interact with the current version of BBQ.ua.
Key Findings:
Users find the design outdated and cluttered.
Filtering and sorting options are not intuitive.
The checkout process feels cumbersome.
Users appreciate product recommendations but want them to be more personalized.
New buyers need more guidance, such as video tutorials and care tips.
DEFINE
Problem Statement
Based on the insights gathered, I defined key problem statements:
Navigation Complexity. Users struggle to find the right products due to poor filtering and categorization.
Checkout Friction. The purchasing process is too lengthy, leading to drop-offs.
Lack of Trust Factors. Testimonials, reviews, and video guides are not easily accessible.
Mobile Optimization. The mobile experience is inconsistent and difficult to use.
Goals
Buy a reliable grill and quality accessories with minimal hassle.
Learn how to properly maintain and clean his grill to make it last longer.
Get trustworthy advice and recommendations before making a purchase.
Frustrations
Overwhelming or outdated website designs that make it hard to find the right product.
Lack of detailed, trustworthy information like real reviews or expert tips.
Complicated checkout processes that require unnecessary steps or registration.
How We Help
Modern, clean design with intuitive navigation and filters to help him find exactly what he needs fast.
Video consultations and cleaning tips available right on the product page to give him confidence in his purchase and maintenance.
Streamlined checkout with multiple payment options and guest checkout so he can buy quickly without creating an account.
IDEATE
Brainstorming Potential Solutions
A cleaner, modern UI with improved navigation and visual hierarchy.
Enhanced filtering and sorting options for a better product discovery experience.
A simplified checkout process with guest checkout and multiple payment options.
Trust-building elements such as testimonials, brand certifications, and expert recommendations.
Responsive design to ensure a seamless experience across devices.
PROTOTYPE
First Steps
User Flow:
The user flow should outline the key interactions on BBQ.ua — from product discovery to order completion. It needs to be intuitive, with clear and purposeful paths for browsing, managing profiles, and accessing content. The journey from the homepage to final checkout should remain as simple and direct as possible to minimize friction and keep users focused on completing their purchase.
Wireframes and interactive prototypes for key pages:
Home Page: Streamlined layout with featured categories, best-selling items, and blog integration.
Item Page: Improved product display with a carousel, better structured buying options, and additional services.
Listing Page: More intuitive sorting and filtering options.
Shopping Cart & Checkout: A frictionless, step-by-step process with clear CTAs.
User Profile: Tabs for Personal Info, Favorites, and Order History for easy access.
User Flow
VIEW FULL IMAGEWireframes
TEST
User Adoption & Feedback
I conducted usability testing with a small group of users:
Positive Feedback
Users found the new layout easier to navigate.
Improved filtering helped them find products faster.
The streamlined checkout process reduced cart abandonment.
Areas for Improvement
Some users wanted more visual hierarchy in the item descriptions.
A few struggled to locate the customer service section.
Design System
The design system was developed to ensure visual consistency and scalability across both desktop and mobile versions of BBQ.ua. It includes a cohesive set of responsive components, adaptive typography, and a warm, inviting color palette — each tailored to evoke trust and the smoky spirit of outdoor grilling, no matter the screen size.
REFINE
Enhancements
I created a new design system:
Typography: A modern, readable font hierarchy.
Color Palette: A fresh, warm color scheme reflecting the BBQ theme.
Components: Reusable UI elements like buttons, cards, and modals.
Icons & Imagery: Well-known Material Design icons and lifestyle images to enhance engagement.
Also, based on feedback, I made the following adjustments:
Enhanced the contrast and typography in product descriptions.
Added a more prominent customer service section.
Fine-tuned microinteractions for a smoother UX.
Improved responsiveness for a better mobile experience.
Desktop
The desktop layout offers a spacious, visually rich experience with full-width imagery, multi-column product grids, and detailed navigation, optimized for browsing with a mouse and keyboard.
Mobile
The mobile version is streamlined with vertical stacking, swipeable carousels, and large touch-friendly buttons, ensuring a fast, intuitive shopping experience on smaller screens.
CONCLUSION
The BBQ.ua redesign successfully modernizes the website, enhancing usability and user satisfaction. By following the Design Thinking process, we identified real user needs and iteratively improved the experience, leading to a more intuitive, engaging, and conversion-friendly platform.
