Ecommerce -Redwood Trading Post
My Role
Full stack UX/ UI designer. Solo.
Industry
Retail
Duration
3 weeks
Tools
Figma, Figjam, Google suite
Introduction
Redwood trading Post
Redwood Trading Post is a Bay Area-based family business dedicated to providing exceptional customer service and premium outdoor gear to help adventurers explore with confidence.
This case study will walk through redesigning the e-commerce website for a local business to enhance the user experience (UX) and maintain the brand's commitment to exceptional customer service and high-quality products. Specifically, it focuses on adding e-commerce functionality to simplify navigation and provide easier access to their extensive product offerings.
Project Overview
Problem
Users need an easy way to find affordable, durable, and space-saving outdoor gear ,but struggle due to unclear categories and insufficient features .
Outcome
The redesigned website makes it easier to find and shop for outdoor gear with better search tools and product access.
Understanding the problem space
I started the project by conducting heuristic evaluation on the existing website. This helped to establish usability roadblocks hindering the current user experience.
My Findings
Clear categories Organize products to help users easily find what they're looking for
Straightforward product descriptions
Enhanced filters Include filters that allow users to sort products based on specific needs like usage and trip duration
Understanding the users
Contextual inquiry
I conducted a test with 3 users who frequently shop online for outdoor gear on the existing site , and it revealed that the design didn't meet their needs, with outdated visuals, poor accessibility, and usability issues leading to frustration.
Interviewing
As an avid camper, I interviewed fellow enthusiasts at meetups to explore their needs and challenges when shopping for outdoor gear online. Through shared stories of favorite campsites and must-have gear, I gained valuable insights about their preferences, shopping style and experiences .
Key Takeways :
Clear categories: Organize products to help users easily find what they're looking for
Straightforward product descriptions:Concise and detailed descriptions to guide users in making informed decisions.
Enhanced filters: Include filters that allow users to sort products based on specific needs like usage and trip duration.
Understanding the market space
I decided to explore why users prefer online shopping by conducting an element/task analysis of REI, Amazon, and other competitors. I identified the key differences in their shopping experience and pinpointed opportunities for improvement
Insights
Based on user interview insights, I created a persona that reflects key findings
Meet Alice
Opportunity
How might we create a tool that helps users find affordable, durable, and space-saving camping gear that's easy to load into their vehicles?
02 Design
Ideattion
I used the MoSCoW method to prioritize features that directly address persona needs , guiding the design process effectively.
A key feature for the redesign would be a Filter system that allows users to quickly and easily select vital gear, such as batteries, tents, and other essential camping equipment.
Mid fidelity -Wireframing
I created the following wireframes in order to illustrate the basic functionalities of final design.
The emphasis at this stage is still on functionalities rather than visual design, since I hope to make sure that final design meets users' needs before refining the interface.
03 Evaluate
Usability Testing
My goal was to test whether the key features were functioning as intended and ensure that the redesign provided a seamless user experience
Result
With feedback from users I updated the user flow
View prototype here :
https://www.figma.com/proto/QgyC1NGBqVt7TlXAa79V7l/p2-Redwood-HI-FI?page-id=0%3A1&node-id=2115-1944&node-type=frame&viewport=-481%2C-455%2C0.17&t=UNyoIwmdsDRb3HyH-1&scaling=scale-down&content-scaling=fixed
Learnings
While users were satisfied with the survey questions, I overlooked accessibility, especially font readability, and plan to use larger fonts moving forward.
Also next time, I would incorporate surveys to gather more consistent, professional feedback from a broader group of campers, ensuring a more comprehensive understanding of user needs.
Ux research skill improved by preparing questions by categorizing questions