PROJECT DETAILS

Role: User Researcher, UX + UI Designer

Tools: Illustrator, Photoshop, InDesign, Sketch, Atomic.io, Paper + Pencil

USER PERSONA

 Takeaway

Users need to be able to quickly navigate and complete their purchase, otherwise they are likely to bounce with a full cart.

USER STORY

I need to quickly find what I need and checkout without much effort.

CARDSORT

To create a more universally understood category taxonomy, I conducted card sorts. The category titles were up to the user to define allowing them to work without suggestion or influence from from my perspective.

Here are examples that display some universally agreed upon aspects but also some interesting outlier data. Notice the creative category headers user #2 came up with. Though this is direct user date, it’s best practice to not use ambiguous or subjective category names. The ideas of what is a necessity or a luxury differs greatly from one person to the next so this particular piece of information was not considered.

UPDATED SITEMAP

The update is set up simply with a single level of navigation below the top-level parent categories. Filters are used to further narrow down products. For example, if a user wants to find Women’s T-shirts, they will navigate as follows…
WOMEN’S APPAREL -> Tops, filter product listings for T-Shirts.

Existing

Redesign

Existing

Redesign