I Designed an e-commerce website for a luxury lifestyle product brand to showcase their products and unique designs.
2015 E-commerce Prototyping
Sketch, Photoshop, Illustrator, InVision, WordPress
Funded by Ranvik Exports Private Limited
Role – UX Researcher and Information architecture
Main contributed in UX strategy, information architecture, user and competitor research, wire framing & visual design, prototyping, testing.
01. Understanding the opportunity
To design an e-commerce website to reflect Three Sixty Degree’s brand & values. In particular to showcase their unique designs and lifestyle products.
E-commerce sites are generally impersonal, inexpert and lack quality curation. It became clear from user interviews & our competitive review that an expert and personalised approach was something that other stores did not provide.
An e-commerce website that incorporates Three Sixty Degree’s excellent customer service, expertise, and personal approach.
We interviewed 5 people that frequently purchased lifestyle goods from e-commerce websites, our main findings were that:
– users often went to local stores when they needed advice;
– they generally found online retailers to have poor service and expertise;
– users found it difficult to find help, or even to find contact details.
At the same time as conducting user research we started a competitive review. Our aim was to find what similar platforms were doing to support users, and what could be improved upon. Our main findings were that:
– limited customer service & advice;
– impersonal service;
– limited curation (usually just promotional).
03. Defining the user need
The findings from our user interviews formed the basis for our 2 personas, Neil who owns a restaurant, and Sara who is a fashion designer and loves to collect art. We chose to focus primarily on Neil for the first stage of design work as his goals and frustrations reflected the majority of our users interviewed.
Neil is trying to find unique luxury designer furniture for his restaurant, but he is finding it difficult to track down quality of furniture that are recommended by other restaurants owners (especially for a good price). What Neil needs is a website where he can get advice, and choose from a good selection of lifestyle products. The simplified user flow below shows the key steps of Neil’s journey:
04. Developing the product
We conducted open and closed card sorting with around 10 users to inform the information architecture and organise the sitemap.
We got interesting solutions to provide better service and advice online by conducting a design studio. Then pulled and sketched out the feasible ones to progress with.
Testing & iteration
Using our initial sketches we started to paper prototype and test with users. Iterating with further paper and digital wireframes, and eventually using Invision to prototype.
05. Delivery & next steps
At the end of the project we delivered a stakeholder presentation, high fidelity prototype, and a detailed design specification including annotated wireframes and a detailed style guide, an example of some of the content is shown below.
Specification & style guide
Take a look through some of our key screens in the carousel below: