Kleine Eland
Role: UX/UI Designer
WHY
A local toy store with upmarket and quality-oriented products wanted to improve their online presence to stay competitive in the market. The UX research was a group work, where we conducted interviews and online surveys to identify the problems with the existing website, such as confusion, outdatedness, and lack of information.
HOW
The identified design opportunities include the need to make online shopping fun, provide detailed information, and offer a smoother and faster purchase process.
The personas and user journey made it clear: The goal was to recreate the tangible feeling of toys and the toy store experience online to increase positive reviews, ratings, and returning customers.
Using HMWs and the mindmap method, my team brainstormed ideas and used a MOSCOW diagram to prioritize features. We chose to focus on increasing trust and reliability through customer reviews, detailed product specifications, and product videos. We worked on the sitemap, the information architecture, and several user flows to define the screens for the prototype. We created the first paper prototype and conducted several usability tests and iterations. We introduced a TryMe! Button to add interaction and make the online shopping experience more tangible.
I was in charge of the UI and Brand design. I defined the identity of the brand and conducted visual research to create the style guide, and designed the final high-fi prototype.
The features of the prototype included a TryMe! Button, customer reviews, HD photos, close-ups of materials, and related products to increase sales. The team presented the prototype to the store, and the next step is to implement the design and put it online. The expected outcome is an increase in online sales, positive reviews, and returning customers.
TAKEAWAYS
The key takeaway from this project is the importance of conducting thorough research to identify user needs and create a design that is tailored to meet those needs. Also, setting realistic project scope and timelines is crucial to produce quality work while balancing project demands.
