FedMall - A Government
e-commerce platform.
FedMall is a government e-commerce platform (think Amazon for the military) that provides government employees a secure place to purchase, sell, and track goods and products. The platform was last designed and developed in the late 90's and was in dire need of a redesign and usability overhaul. Our goal was to modernize and improve not only the B2C platform but also every internal platform that made the system run smoothly. Ultimately improving product shipping times, decreasing customer call times, increasing seller retention, and improving shopper satisfaction.
E-commerce
2021
Feb 2025
Systems modernized
8
Challenge
The system had a cluttered interface, making it difficult for users to navigate and find essential products. Users were choosing to use other platforms that were easier to use and more closely mirrored your typical online shopping experience.
Results
The redesigned platform features a clean, clutter-free interface, making it easier for users to navigate and access essential product information.
The improved shopper experience resulted in a 15% increase in sales.
The addition of personalization and customization options enhanced user engagement, leading to a 25% increase in user retention rates.
30%
Improved customer call times
25%
Increase in user retention
100%
client satisfaction
Process
Research & Analysis: We conducted user interviews, and analyzed platform analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights into what each different user group would expect from the platform.
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs and wants. Thus making the experience on the application streamlined and painless.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted multiple rounds of QA tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the external and internal platforms. We also created a style guide to maintain design consistency in future updates.
Conclusion
The FedMall redesign successfully addressed the usability issues, resulting in a more intuitive and user-friendly experience. The improved UX/UI design led to increased user adoption, engagement, and satisfaction, demonstrating the value of a well-designed system for government platforms.