Standard Goods, a small retailer in Seattle's Capitol Hill neighborhood, would like to bring their unique in-store experience to their online customers. In this concept piece, I worked independently to redesign the retailer's current online store.
My focus for this project was to determine what challenges Standard Goods and its customers face and leverage that to craft a thoughtful online experience. This design strategy was then brought to life with annotated wireframes and hi-fi mockup to illustrate how the new design could transfer Standard Goods' unique retail environment to its online experience.
This independent project was completed over the course of a two-week design sprint.
Tools: Sketch, Omnigraffle, InVision
Deliverables: Annotated Wireframes, Mockup, Interactive Prototype
Focus: Design Strategy, Business Analysis, Interface Design
EVALUATION OF EXISTING site
First, I reviewed the overall site and went through the process of adding items to the cart.
- Overcomplicated site structure - too many categories
- Use of uncommon terminology (i.e., shirting)
- Sold out items included in results
- "Local" in-store experience lost in online site
- Items available in multiple colors, listed individually in search results
Like most small retailers, Standard Goods has many competitors. While they are competing with other local stores, they are also competing with larger retailers such as Amazon, Zappos and Urban Outfitters, and individual brand sites such as Pendleton, Filson and Birkenstock, which Standard Goods carries.
A small business like Standard Goods is never going to be able to compete with a much larger retailer on price, so the challenge is in determining what drives a customer to choose to purchase an item at Standard Goods over a larger retailer.
SYNTHESIZE & DEFINE
For the purpose of this project, a proto persona was provided. This persona was used to determine user needs and drive design direction.
Primary USER NEEDS:
- Wants assurance that items are authentic and unique
- Wants more thorough product detail with well written copy
- More product photos
- Wants to be able to submit product reviews
Redesign the existing desktop site to bring the personal in-store experience to online customers by featuring local stylists and their design recommendations. Allow customers to contribute by tagging their own styles on Instagram, to be aggregated on the site. Simplify the overall site structure with fewer categories and more straight forward language.
TEST & ITERATE
To my initial redesign, I loaded my wireframes into InVision and observed as six users progressed through a given task. Across all six user tests, all users were able to complete the given tasks.
While listening for areas of frustration, I noted the following items in need of iteration:
- Adaptive navigation (moving from larger on home and condensing upon scroll) is confusing
- Need for breadcrumbs to return to stylist page
- Unnecessary buttons (would expect to click on image to open product detail)
Next Steps & Reflection
Additional exploration into possible impact of style advisors: how to choose "local style advisors" and how best to get them to connect with online users
Further testing and iteration of the homepage and what content best embodies Standard Goods in-store experience
Further exploration into impact of customer Instagram integration