E-commerce redesign.
E-commerce redesign.
Purchase furniture and decorations. Customize any product.
Purchase furniture and decorations. Customize any product.
Recruit Woodworking was upgraded to connect with the customer and drive an increase in sales.
Recruit Woodworking was upgraded to connect with the customer and drive an increase in sales.
Reorganize and add a custom feature
Reorganize and add a custom feature
Recruit Woodworking wants to build more interest into its custom furniture and use their premade products to increase traffic and build trust in their brand.
Recruit Woodworking wants to build more interest into its custom furniture and use their premade products to increase traffic and build trust in their brand.
Problem Statement
Problem Statement
Users who shop at Recruit Woodworking were shown very little content to get them excited about what is being sold and are unmotivated to reach out to the business for custom made products.
Users who shop at Recruit Woodworking were shown very little content to get them excited about what is being sold and are unmotivated to reach out to the business for custom made products.
Lets improve this
Lets improve this
Overview
Overview
Reorganize and add a custom feature
Reorganize and add a custom feature
Recruit Woodworking wants to build more interest into its custom furniture and use their premade products to increase traffic and build trust in their brand.
Recruit Woodworking wants to build more interest into its custom furniture and use their premade products to increase traffic and build trust in their brand.
Problem Statement
Problem Statement
Users who shop at Recruit Woodworking are not shown much content to get them excited about what is being sold.
Customers rarely reach out to the provided email for custom made products.
Lets improve this
Lets improve this
Tools used
Tools used
Constraints
Constraints
The client requested that their logo not be altered.
The client requested that their logo not be altered.
The client had limited quantitative and qualitative data.
The client had limited quantitative and qualitative data.
Discover
Discover
Research Plan
Research Plan
Everyone's shopping habits are different. I needed to research to find different types of shopping habits and find where those preferences overlap. Competitor analysis can give me a general benchmark to what may work and what may not work.
Everyone's shopping habits are different. I needed to research to find different types of shopping habits and find where those preferences overlap. Competitor analysis can give me a general benchmark to what may work and what may not work.
Competitor analysis to see what similar businesses are currently doing. To do what they do well even better.
Competitor analysis to see what similar businesses are currently doing. To do what they do well even better.
User interviews with users who buy crafts, décor, and/or custom products from local businesses and dig into what some of their shopping habits are.
User interviews with users who buy crafts, décor, and/or custom products from local businesses and dig into what some of their shopping habits are.
User survey to get some quantitative data as well as answer a few unanswered questions from the other research methods.
User survey to get some quantitative data as well as answer a few unanswered questions from the other research methods.
Research Goals
Research Goals
I want to know how buyers prefer to order custom made products so that we can redesign the Recruit Woodworking website in a way that works for the users.
I want to know how buyers prefer to order custom made products so that we can redesign the Recruit Woodworking website in a way that works for the users.
We want to know how buyers prefer to purchase premade décor so we can properly redesign the products page.
We want to know how buyers prefer to purchase premade décor so we can properly redesign the products page.
We want to know why people do or do not buy from a small business online so that we are prepared to design for the users that will visit this website.
We want to know why people do or do not buy from a small business online so that we are prepared to design for the users that will visit this website.
Competitive Research (Direct competitors)
Competitive Research (Direct competitors)
Strengths
Strengths
Customization
Customization
Impression of good communication
Impression of good communication
Variety of products
Variety of products
Feels safe and trustworthy
Feels safe and trustworthy
Weaknesses
Weaknesses
No prices
No prices
Limited product examples
Limited product examples
Limited personality
Limited personality
Timing on custom work?
Timing on custom work?
Competitive Research (Indirect competitors)
Competitive Research (Indirect competitors)
Strengths
Strengths
Great stories
Great stories
Handmade products
Handmade products
Clear pricing and details
Clear pricing and details
Variety of products
Variety of products
Weaknesses
Weaknesses
Cluttery sections
Cluttery sections
Contacting the company looks hard
Contacting the company looks hard
Limited personality
Limited personality
User Interviews
User Interviews
Everyone's shopping habits are different. I needed to research to find different types of shopping habits and find where those preferences overlap. Competitor analysis can give me a general benchmark to what may work and what may not work.
Everyone's shopping habits are different. I needed to research to find different types of shopping habits and find where those preferences overlap. Competitor analysis can give me a general benchmark to what may work and what may not work.
“
A good story about the company increases trust and develops a connection
A good story about the company increases trust and develops a connection
“
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Online forms feel impersonal and I would like confirmation that the business received my inquiry and how long until they will respond back
“
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I enjoy collaborating with artists who make custom work. So it has to feel like we are working together
“
Online forms feel impersonal and I would like confirmation that the business received my inquiry and how long until they will respond back
I just manage travel gaps in my calendar mentally and hope my estimate is correct.
“
“
I enjoy collaborating with artists who make custom work. So it has to feel like we are working together
For important meetings I create an extra block in my calendar to block off travel or prep time.
“
Research Summary
Research Summary
Of the participants 75% interviewed said a good story behind the business will help gain trust and buy from that business. A relatable business story is the main marketing focus for 50% of the businesses researched.
Of the participants 75% interviewed said a good story behind the business will help gain trust and buy from that business. A relatable business story is the main marketing focus for 50% of the businesses researched.
Supporting artists who do what they love helps 75% of those interviewed emotionally connect with the product.
Supporting artists who do what they love helps 75% of those interviewed emotionally connect with the product.
Users want an easy way to communicate with the business with email being preferred.
Users want an easy way to communicate with the business with email being preferred.
Customizable options need to be shown, but a write in spot is needed for further requests.
Customizable options need to be shown, but a write in spot is needed for further requests.
Visualizing the product prior to putting in final order is a highly regarded perk.
Visualizing the product prior to putting in final order is a highly regarded perk.
All participants have found a small business to buy from via social media at some point.
All participants have found a small business to buy from via social media at some point.
Discover
Define
Define
Affinity Mapping Interviews
Affinity Mapping Interviews
In order to use the research data I needed to organize it. Affinity mapping the user interviews helped sort responses to useful groups.
In order to use the research data I needed to organize it. Affinity mapping the user interviews helped sort responses to useful groups.
Personas
Personas
There were two distinct groups of people that are the main customers of Recruit Woodworking.
There were two distinct groups of people that are the main customers of Recruit Woodworking.
Ideate
Ideate
Using research to improve the site
Using research to improve the site
Taking the research data and creating how might we questions will help focus on solutions that are user centered and mutually beneficial to the business.
Taking the research data and creating how might we questions will help focus on solutions that are user centered and mutually beneficial to the business.
How will we set up Recruit Woodworking to tell the best story about the business' love of woodworking?
How will we set up Recruit Woodworking to tell the best story about the business' love of woodworking?
How might we help the user place custom orders that will be easy to use, visualize the product, and set the customer and business up for effective and open communication to finalize the order?
How might we help the user place custom orders that will be easy to use, visualize the product, and set the customer and business up for effective and open communication to finalize the order?
Rebuilding for easier navigation
Rebuilding for easier navigation
The sitemap needed to be rebuilt as there was only a single products page without categories. This step will be critical in answering our how might we questions.
The sitemap needed to be rebuilt as there was only a single products page without categories. This step will be critical in answering our how might we questions.
Creating custom products easily
Creating custom products easily
The new flow for purchasing a premade product was pretty simple as we needed to do a flow that users are familiar with.
The new flow for purchasing a premade product was pretty simple as we needed to do a flow that users are familiar with.
Creating a flow for custom products needs to be created thoughtfully so that it will feel easy for the user, but also provide a lot of details clearly for the business to create unique pieces for the customer.
Creating a flow for custom products needs to be created thoughtfully so that it will feel easy for the user, but also provide a lot of details clearly for the business to create unique pieces for the customer.
Prototype
Prototype
Mid-Fidelity Wireframes
Mid-Fidelity Wireframes
After a quick sketch these wireframes gave a good feel to the user flows and felt smooth and natural.
After a quick sketch these wireframes gave a good feel to the user flows and felt smooth and natural.
Customizing products was tricky to get a lot of needed information within the screen while still feeling manageable by the user.
Customizing products was tricky to get a lot of needed information within the screen while still feeling manageable by the user.
An accordion menu was chosen for the step by step customization that still allows the user to go back and check on some of their previous selections. Step by step on separate pages would limit the users ability to check and edit previous selections efficiently.
An accordion menu was chosen for the step by step customization that still allows the user to go back and check on some of their previous selections. Step by step on separate pages would limit the users ability to check and edit previous selections efficiently.
Testing
Testing
User Testing Early
User Testing Early
To catch any weaknesses early I decided to do usability testing on my early wireframes, especially since the customize section is a bit complex.
To catch any weaknesses early I decided to do usability testing on my early wireframes, especially since the customize section is a bit complex.
5 people were tested and I took extensive notes on each test and compiled it into the following summary and prioritization matrix to set up for iterations.
5 people were tested and I took extensive notes on each test and compiled it into the following summary and prioritization matrix to set up for iterations.
Some revisions on feedback
Some revisions on feedback
Before
Before
Biggest issues:
Biggest issues:
Users were unsure how much they could put into the budget field.
Users were unsure how much they could put into the budget field.
Where to go after typing in budget?
Where to go after typing in budget?
After
After
Revisions:
Revisions:
Slider to show the minimum and maximum costs.
Slider to show the minimum and maximum costs.
Users know to hit next or skip buttons that are easy to see.
Users know to hit next or skip buttons that are easy to see.
No other categories to distract the user.
No other categories to distract the user.
Deliver
Deliver
Mobile
Mobile
What's improved
What's improved
CTA to improve traffic to custom orders
CTA to improve traffic to custom orders
multiple rotating hero images to keep the homepage fresh
multiple rotating hero images to keep the homepage fresh
What's improved
What's improved
Homepage with a featured sections
Homepage with a featured sections
Easy to find buttons for improved navigation
Easy to find buttons for improved navigation
What's improved
What's improved
Organized sections
Organized sections
About page
About page
Contact Page
Contact Page
Sign in
Sign in
What's improved
What's improved
Easy to read product cards
Easy to read product cards
Filter and sort buttons
Filter and sort buttons
Customer ratings
Customer ratings
What's improved
What's improved
Sign up for a mailing list
Sign up for a mailing list
Social links
Social links
What's improved
What's improved
Customers can build furniture rather than only be given an email to inquire about custom products
Customers can build furniture rather than only be given an email to inquire about custom products
See all the available custom options
See all the available custom options
What's improved
What's improved
Customize almost any part of a product easily
Customize almost any part of a product easily
See how each selection will affect the price
See how each selection will affect the price
What's improved
What's improved
Easy flow to follow for the user
Easy flow to follow for the user
See what the product looks like along the way
See what the product looks like along the way
Desktop
Desktop
Create a Custom Product
Create a Custom Product
A unique way of creating a custom product ticking all of the boxes from research. The customer can now see what they are creating and then communicate with Recruit Woodworking about any specifics as well before the order is finalized.
A unique way of creating a custom product ticking all of the boxes from research. The customer can now see what they are creating and then communicate with Recruit Woodworking about any specifics as well before the order is finalized.
The custom products section was a fun challenge to make products fully customized while still being aware of:
Users time availability
The businesses limitations
Ease of use
The custom products section was a fun challenge to make products fully customized while still being aware of:
Users time availability
The businesses limitations
Ease of use
1
Set your budget. You'll get notified if you are over or under budget.
2
Collapsible accordion menu keeps your selections easy to find and easy edit.
3
Open accordion. Clear to see which step you are currently on.
4
Standard options are shown and whenever possible a more customized option is shown.
If this isn't enough to fully customize your creation you can add a written request in step 6.
5
Go to the previous step with "back" or the next step with "Next."
Tapping each accordion menu will also take you to whichever step you would like to go to to skip or select in your own order.
6
Finalize your request here.
7
A sticky button to view an image of your creation. This will update as you make each selection.
1
Set your budget. You'll get notified if you are over or under budget.
2
Collapsible accordion menu keeps your selections easy to find and easy edit.
3
Open accordion. Clear to see which step you are currently on.
4
Standard options are shown and whenever possible a more customized option is shown.
If this isn't enough to fully customize your creation you can add a written request in step 6.
5
Go to the previous step with "back" or the next step with "Next."
Tapping each accordion menu will also take you to whichever step you would like to go to to skip or select in your own order.
6
Finalize your request here.
7
A sticky button to view an image of your creation. This will update as you make each selection.
Next Steps
Next Steps
Track website traffic and website sales to assess the success of the new design.
Track website traffic and website sales to assess the success of the new design.
Survey customers who purchase over the next few months to assess the success of the new website.
Survey customers who purchase over the next few months to assess the success of the new website.
Building out the 3D mockup within the customization section that I had to postpone due to time constraints.
Building out the 3D mockup within the customization section that I had to postpone due to time constraints.
Add a more visible and prominent social media section.
Add a more visible and prominent social media section.
Conclusion
Conclusion
While some portions of an ecommerce website can appear to be fairly cookie cutter, there is a lot more complexity than meets the eye.
While some portions of an ecommerce website can appear to be fairly cookie cutter, there is a lot more complexity than meets the eye.
If I were to do a customize section again I would do more research, more testing, and more simplifying.
If I were to do a customize section again I would do more research, more testing, and more simplifying.
There is more of an emotional attachment to purchasing products than one would think.
There is more of an emotional attachment to purchasing products than one would think.
