Research
Susanna is a local women's boutique that offers clothes, accessories, and novelty items. The store prides itself on its uniqueness and is often described as retro, bohemian, and romantic.
I interviewed two Susanna customers and three target customers to understand their clothes shopping needs, expectations, and experiences, both online and in person.
Concept exploration
With interview insights and business goals in mind, I explored concepts for an online shopping experience.
I started with card sorts and a site map to define an intuitive information architecture. Then, I created user flows, translated them into sketches, and created concept designs that evolved into high fidelity wireframes as I iterated.
Open card sort
I collected a representative sample of 100 products from the store. Then, I conducted an open card sort of these products with three target customers to see how they grouped products together.
Closed card sort
Based on the open card sort results, I grouped products under categories. Then, I conducted a closed card sort with two different target customers to ensure my categorization of products aligned with customers’ expectations.
Based on card sort results, I create a site map that illustrates the site’s information architecture and indicates where users can find products.
Design elements inspired by e-commerce experiences of similar stores such as Free People, Anthropologie, and Nordstrom
Changes based on user feedback
Check out
"I’m not sure if the Check Out button processes an order for the product I just added to my cart, or for all products in my cart."
Review
“Add a way to review a product.”
Help topics
“I would have liked to see Items Out of Stock as a help topic in the live chat window, not Pricing Adjustments.”
