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Case study summary:
Abbey's Bookshop
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TYPE
Concept project
DURATION
2-week sprint
TEAM
me, myself and I
METHOD
Business analysis, heuristic evaluation, user flow, competitive analysis, sketching, wireframing, prototyping and usability testing.
TOOLS
Pen & paper, Figma, Whimsical
MY ROLE
UX Designer
Problem
HMW aligns brick n mortar experience to e-commerce while balancing customers and business operations.
Process
Business Analysis
The landing page was not appropriately utilised. There was a forest of content that was leading to confusion.
Heuristic Evaluation
The website needed the following changes such as (1) Better navigation, (2) visibility of relevant information, (3) giving customers control, and (4) streamlining the check-out process.
Competitive Analysis
The study revealed how different options had been highlighted on the homepage to attract customers of other interests, needs and behaviours.
Prototype
Designing homepage to have the following:- (1) Simple site layout, (2) highlighting loyalty programs and offers and (3) simplifying the checkout process.
Recommendations
In consultant with the business, we will improvise on the homepage of the website to attract all kinds of customers.
Reflections
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Research is always valuable
Even when a project seems to be just about visual design, it isn't.Research is important at all stages.
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Always check in about the purpose
Don't make assumptions about how users will use your designs.
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Look at what's out there
Analysing the competitors will show you where the opportunities are.
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