Website Redesign for Online & in-store customers
My Role
• Solo Designer
• Design Review with other designers
• Faculty Suggestion/Guidance
• Interaction Design
• Information Architecture
• User Interviews
• User Testing
• UX/UI design
• Wireframe
• HiFi Mockups
Time
2018
USER
Store visitors (Online & Physical Store)
PLATFORM
E-Commerce Portal
What is Standard Goods?
Standard Goods is a lifestyle boutique located in Capitol Hill and in Ballard, Seattle, Vashon Washington and in Naperville, Illinois.
It sells fashionable clothes, artistic products, jewelry and unique gifts items.
Project Details
Our redesign streamlines the user experience with a broader range of products and an intuitive interface. For this project focusing on the Women section.
The Problem (User Experience Issues):
Customers found the website confusing or difficult to navigate, hindering their engagement.
Unclear Website Copy
Ambiguous Navigation Labels
Difficulty Finding Staff for Assistance
Hidden Store Location
The rewards program details are not clearly displayed on the website or app.
Solution:
My goal is to revamp the Standard Goods website to create a seamless user experience.
Here's what I'm focusing on:
Clarity and Usability: I want to improve the website's copywriting to be clear, concise, and engaging for all users.
Intuitive Navigation: Labels like "Flair" can be confusing. I'll be working to develop a navigation system that's intuitive and easy to understand.
Organized Product Display: Currently, homeware seems to be categorized by brand rather than product type. I'll be looking for ways to categorize products logically to make browsing easier.
User-Centric Design: Ultimately, I want to understand if the website is truly user-friendly or causing confusion. Through research, I'll determine if the website is effectively guiding users to find what they need.
Final Designs
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Standard Goods Homepage
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Standard Goods Locations & Hours
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Track My Order
What frustrated users the most?...
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Despite being a frequent website user and digitally proficient, Lauren encountered difficulties navigating the standard goods website. This stemmed from the lack of a dedicated desktop navigation menu and reliance solely on a mobile hamburger menu.
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Ambiguous Navigation Labels: Current navigation labels are unclear and don't accurately reflect the content they lead to, causing frustration for users trying to locate specific information.
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The online product selection appears to be incomplete compared to what might be available elsewhere (physical store, etc.).
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Contact details are not readily available on a dedicated "Contact Us" page. While they might be buried within the "About Us" section, this makes it unnecessarily difficult for users to reach customer support.
How Might We
How might we Make Shopping Easy, Both In-Store & Online?
What would Success look like 🥳
Virtual customers: Customer online purchases are on a sharp rise.
Operating hours: Reduced inquiries about operating hours and product offerings.
Customer base growth: Physical store witnessing a growth in both customer count and sales.
Website traffic growth: The amount of time users spending on the website.
Before & After
Easy access to recently generated documents will save agents a significant amount of time and frustration.
Areas I Researched
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What makes the boutique unique?
Explored what makes these stores unique and why customers choose them over big-name retailers like Nordstrom and Macy's.
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Is it their curated selection, personalized service, or something else entirely?
Discovered what sets them apart from the competition.
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Investigated their online presence
Are they tech-savvy or brick-and-mortar focused?
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Customer Service
Online customer experience v/s
In-store interaction
User Personas
3 User Personas based on different shopping styles/habits
Alex - Trendsetting Socialite
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Age: 22-30
Occupation: Creative field (graphic designer) or studentLocation: Urban or suburban area
Lifestyle: Socially active, enjoys attending events, expressing themself through fashion
Personality: Confident, trend-conscious, enjoys unique items, supportive of LGBTQ+ causes
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Values:
Staying up-to-date with the latest trends
Finding stylish and affordable accessories
Expressing individuality through fashion
Supporting local businesses (if the store is local)
Representing LGBTQ+ pride
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• Shops frequently, looking for new and trendy pieces
• Values a curated selection with a focus on unique items
• Prefers stores with a variety of accessories and clothing options
• Appreciates convenience and rewards programs offered by mobile apps
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• To find trendy accessories and clothing to personalize their style
• To express their individuality and support for LGBTQ+ causes
• Affordable and stylish options for all aspects of their wardrobe (hats, shoes, bags, etc.)
• A convenient shopping experience (both in-store and online) with a loyalty program
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• Browsing social media for the latest fashion trends
• Attending local events and concerts
• Shopping at trendy boutiques or online marketplaces
• Following fashion influencers and LGBTQ+ content creators
Maya - The Quirky Collector
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Age: 20-40
Occupation: Varied (artist, teacher, student, etc.)Location: Urban or suburban area
Lifestyle: Appreciates unique and interesting finds, enjoys gifting thoughtful presents
Personality: Creative, curious, enjoys finding conversation starters, supportive of LGBTQ+ causes
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• Owning and gifting one-of-a-kind items
• Supporting local businesses and artisans
• Finding items that spark conversation and express individuality
• Celebrating LGBTQ+ identity
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• Shops occasionally, looking for special and meaningful pieces
• Prefers stores with a curated selection of unusual items
• Enjoys browsing and discovering unique finds
• Values the story and craftsmanship behind an item
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• To find unique gifts and conversation starters
• To support creators and local businesses
• To find items that express individuality and celebrate LGBTQ+ themes
• A welcoming and inspiring shopping experience
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• Local craft fairs and art markets
• Independent bookstores and gift shops
• Online marketplaces that support small businesses
• Following local artists and makers on social media
Ben - The Seattle-Obsessed Local
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Age : 25-45
Occupation: Varied (tech worker, musician, barista, etc.)Location: Seattle, Washington or surrounding area
Lifestyle: Actively involved in the local community, attends local events, enjoys representing the Pacific Northwest
Personality: Proud of Seattle and its culture, environmentally conscious, appreciates unique finds
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• Supporting local Seattle businesses
• Showcasing Pacific Northwest pride through fashion and gifts
• Sustainability and environmentally-friendly practices
• Finding unique and interesting items
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• Shops at local stores whenever possible
• Prefers locally-made or sourced products
• Looks for clothing and gifts that reflect the Pacific Northwest aesthetic (nature, coffee culture, grunge music, etc.)
• Enjoys browsing and discovering new local businesses
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• To find unique gifts and clothing that represent Seattle and the Pacific Northwest
• To support local businesses and the Seattle economy
• To find sustainable and environmentally-friendly products
• A shopping experience that celebrates Seattle's unique culture
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• Local coffee shops, breweries, and restaurants
• Independent music venues and art galleries
• Local farmers markets and craft fairs
• Following Seattle-based businesses and influencers on social media
Paper Prototypes
User Insights
Through user interviews with 5 individuals, I gained valuable insights that will inform the redesign of the Standard Goods website.
Insights from user interviews
Information Architecture
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Side Navigation
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Side Navigation
Low to Mid-fi Wireframes
Design Improvements
Header
Problem:
Mismatched User Expectation: Users typically expect to browse by product type first, not location.
After
Before
Solution: Use category tabs like "Women," "Men," "Accessories," etc., to allow users to easily browse by product type.
Footer
Solution: Enhance the footer with the following elements:Track My Order, Rewards Program, Store Locations, iOS App.
Location & Hours page
Before
Before
Problem: The footer navigation currently lacks crucial information for users. It doesn't provide clear access to functionalities like: Track My Order, Rewards Program, Store Locations, iOS App.
After
After
Solution:
Location List: Alongside the map, list all store locations with their corresponding details. Users can filter the list by zip code, city, or radius.
Track My Order
Problem:
Inaccurate Shipping Information, Lack of Order Tracking Updates, Ineffective Customer Service
Solution: Never miss an update! Our "Track My Order" feature keeps customer informed every step of the way.
Problem:
Information Architecture Issue: Store locator information is scattered across multiple tabs, forcing users to click through 4 pages to find specific locations and hours.
New Feature
Hi-fi Mockups
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Standard Goods Homepage
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Standard Goods Locations & Hours
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Track My Order