Vancouver company Urban Body Organics (UBO) approached my team with a proposal for a redesign of their existing e-commerce website. The idea is to impress their brand upon users and increase online sales.
User Interview, Heuristic Evaluation, Contextual Inquiry, Sitemap, Gut Test, Prototype, Usability Test
Just a couple minutes with the site and we already had some strong ideas about scope and direction of our work — site items needed to be consolidated, user flows needed to be ironed out — but since time, in this instance, was not an issue, we decided to make our process as thorough as possible.
We conducted a heuristic evaluation of their existing site, following the site to shop online and in-store. Also we took a look at competitors through a Comparative/Competitive Analysis, then we conducted a dozen user interviews and as many contextual inquiries, walking users through the site with specific tasks.
To understand customers online shopping attitudes and behaviours.
To identify problems of current site, as well as finding out behaviour pattern.
We wanted to make the site lean and concise. So we performed a content audit, cut out all the redundancies and then amalgamated some pages. Flows became more direct and less intersecting.
The original sitemap was clumsy. Any tab with a matching colour was a duplicate link. You might notice as well that some of the page names appear differently from different points of access.
Communication between team member is important to us. We were willing to involve everyone in the company in our design process, and built relationship with them. In our first kickoff meeting with UBO team, we proposed the idea of gut test to our stakeholder Kelli, so we can her aesthetic preferences in visual design.
We collected screenshots of 23 web pages we liked, and showed them in a presentation to our stakeholder Kelli. Each page was presented in 20 sec, and Kelli gave each image a score between 1 and 5, and explained why she felt that way. It turned out impactful image, with the combination of conversational texts, is the best way to deliver UBO’s brand image.
We already talked about how found Users could know more about the UBO brand. With this in mind, we put ourselves in the User’s shoes and walked ourselves through a couple flows. Our questions were simple: how much do we disclose and when?