The Task
On this solo school project I was asked to select a retailer and create an e-commerce microsite which consisted of 75-100 items.
The Persona: Monroe The Artsy Mom
“I’m looking for something to do with my teenage daughter.”
The Artsy Mom was my persona for this project. Her and her daughter are best friends.
I was given a list of needs, pain points, and opportunities the site needed to address.
- Quick Access to a range of Options (Need)
- Lack of trust with unfamiliar retailers (Pain Point)
- Product ratings and related products to show other customer behavior. (Opportunity)
User Research
I conducted a series of open and closed card sorts to help me determine the categories and item placements. From that I was able to determine the "Blouses" category caused more confusion than it helped so I eliminated it from the site.
Competitive Analysis
Durning my analysis I noticed multiple areas that competitors were lacking in. I wanted to be sure I capitalized on these opportunities by offering each of the listed features on the microsite.
User Flow
Site Map
Sketches
Annotated Wireframes
User Testing Round 1
During my first round of user testing I noticed that most users had difficulty when it was time to enter the promo code for free shipping. I made sure to address this issue in my iterations.
Iteration
After round one of user testing I decided to make some edits to the Shopping Cart page. I updated the page by darkening the “Apply Promo Code” button and adding another button that gives the user an option to keep shopping, in case they are not ready to begin the checkout process.
User Testing Round 2
During my second round of testing I was able to determine the updates gave the user an easier and more pleasurable shopping experince.
Visual Mockups
Future Recommendations
- 2-click checkout process for returning customers.
FREE Standard shipping on all orders for all Weekend Wanderer Rewards program members.
Implement an exclusive rewards program that members must be invited to.
Software Used
- Axure
- Lookback