At dualoop, we help digital products optimise their user experience: we identify usability flaws and propose data-backed solutions. Our UX audits apply best practices in accessibility, usability, and conversion optimisation to ensure that apps and websites deliver the best possible experience.
For this audit, we reviewed the e-commerce website Asphalte, a fashion brand known for its sustainable, high-quality clothing.
Key UX issues on Asphalte’s e-shop page
We like Asphalte’s clean and minimalist aesthetic, which aligns well with its brand identity. However, to further enhance the shopping experience and increase conversions, we identified the following areas for improvement:
Accessibility & readability challenges
- Low contrast
The text lacks sufficient contrast against the background, making it difficult to read for some users. This does not comply with WCAG accessibility standards, which can hinder usability for individuals with visual impairments.
Visual hierarchy & spacing issues
- Tight product card layout
The current product card layout is too cramped, making it difficult to differentiate between individual products.
- Overloaded information display
Presenting too much information at once increases cognitive load and makes decision-making harder for users.
- Call-to-Action (CTA) visibility
The CTA does not stand out enough due to low contrast, insufficient size, and a lack of urgency.
- Color availability
The availability of product color options should be consistently displayed and not limited to hover interactions, in order to enhance user awareness.
🧐 Improving checkout design alone can increase conversions by up to 35% for online retailers (Baymard Institute).
🧐 Companies that combine UX, digital, and service design outperform competitors across all industries (McKinsey & Company).
Solution design: our UX/UI improvements for Asphalte’s product page
We've evaluated the eshop page, identifying key UX/UI and accessibility issues. Leveraging our expertise in product design, we have strategically applied our insights to enhance the overall usability of the page.
We improved accessibility and visual hierarchy:
✅ Increased contrast for better text readability → Enhances accessibility and ensures compliance with WCAG guidelines.
✅ Added more spacing between product cards → Provides clearer separation and improves scannability.
✅ Simplified product information display → Reduces cognitive overload and makes purchasing decisions easier.
✅ Enlarged and redesigned CTA buttons → Creates a stronger visual hierarchy and increases conversion potential.
✅ Directly displayed product colors → Improves usability and speeds up the decision-making process.
The result?
Thanks to these changes, Asphalte’s product page becomes easier to scan, read, and navigate. This, in turn, optimises conversion rates and enhances the overall shopping experience.
🔥 Want a free UX/UI audit for your product? Let’s talk!
