TIme: 3 weeks
Project Type: Ecommerce Redesign
Deliverables: Wire Frame Prototype and High Fidelity Mock-Ups
The Client
Sol is a popular lingerie store in Denver. In the past they have relied on a service to drive product sales. However in the age of corona, they have needed to switch to a stronger product-focused business to drive sales. Therefore, they have decided to update their website to make it more functional and to continue to provide that same great, excellent customer service.
The Brief
The current problem with the website is that it’s hard to find the product. And more importantly, it’s hard to find a specific product. Sol does an amazing job at cultivating strong customer relationships. They keep detailed notes on customer sizes, preferences, demographics, etc. So when a customer wants a new bra they can contact their sales person and the bra is sent directly to them. How can we convert the current (see below) website to simulate that similar concierge service customers have received in the store?
Research
Interviews
I interviewed the sales team, the marketing team, three current customers and three new customers.
Sales Team – Would like to utilize the website as a stronger tool. Can we move the customer files over to the website. And allow the sales team and the customer to co-manage their file and use it more of a customer portal.
Marketing Team – Very clunky. Very dated. Hard to get to the product with the current set-up. Would like the current promotions to be more focal and shoppable.
Current Customers – I asked them all to go on the website and buy their favorite bra. None of them could. The feedback I got was “I’d just ask you to send it to me” “do you know my size, I can’t remember?” “Wait, I see my bra but the shape of the cup looks different, is this right?”
New Customers – Where are the bras? How do I figure out my size? What’s the return policy? These are crazy expensive, I would hate to buy this and not love it. Can I try a few bras and see what I like?
Affinity Map
Based on the research, I have come up with two personas to tackle two main problems.
Margot.
Margot, a brand new Sol customer, needs to find a way to buy new bras since her local bra shop closed. She recently lost some weight and needs to find her size. She would really like to find a way to be try a few sizes and styles at home as she’s not sure what she’s gonna like as her body has changed.
Margot’s User Flow
Chris.
Chris, a long time Sol customer, needs to find a way to buy her favorite bras from the Sol website. In the past when she has ordered from the site she was confused with the all different styles and ordered the wrong item. She was frustrated because she had to exchange the item in-store to make sure she got the right style.
Chris’ User Flow
Site Map
Chris’ Wireframes
Margot’s Wireframe
High Fidelity Mock-Ups
After seeing the prototype in wireframes I really wanted to get an idea of what the high fidelity website would look like. I went ahead and brought many of the pages up.
Conclusion
Overall, there is so much more work to be done with the Sol Website. But I’m reminded of my two main goals…
- By adding a customer profile to the Sol website, we can add features such as order history, bra size, update address and current payment methods to help ensure that Chris can order the correct products in the correct sizes in a timely and efficient matter.
- Changing the home page to a simpler format, we can get Margot to the Fit Quiz quickly. She can get her recommendations and add them to her bag in a simple one click method. From here she is able to set up her profile in the cart. Margot will be able to try on her new bras at home without being charged. Whatever she keeps will be charged to her credit card after two weeks.
Emily Peconi | UX Designer 