Littleton Jewelry | Case Study
Background
Littleton Jewelry is a local family-owned jewelry store in the suburb of Denver, CO that is ready to conquer national market and adapt the eCommerce model for their business. They pride themselves in family friendly attitude and personalized approach to each customer.
Problem
Develop an online shop page that will allow the business to sell their products online while maintaining a brand image: “small shop” appeal and and great customer service. Improve current website to make the pages consistent. Deliverables to include user research and a high fidelity prototype.
My Role
I was a sole UX/UI designer. The project was completed within 2 weeks.
Empathize
I visited Littleton Jewelry current website to understand how the business was presenting itself on the local market. I made some evaluations and came up with the hypothesis of possible pain points.
I did 5 contextual inquiries, and these are the main takeaways:
- Poor description of the items
- Not enough pics to showcase the product
- Filters don’t work or work poorly
- No prices on the website
- Absence of reviews for items
I generated a competitive + comparative analysis based on four competitors – Matheu’s, Trice, Walmart Jewelry, and Amazon Jewelry.
I discovered that most competitors had:
- Easy and clear navigation systems
- Intuitive product categories
- Multiple filter options to single out
only related products - Clear and extensive product description
with min of 3 pics per product
Then I developed a user persona Mila
Problem statement and HMWs
Mila needs a better way to shop for jewelry online because she would like to support local small businesses.
- improve Mila’s jewelry selection process?
- supply Mila with all necessary tools to make her search and checkout process easier and quicker?
Define
I used my research data to guide design decisions and develop a navigational and organizational scheme, including a sitemap.
I also did an open card sort to improve global navigation and to make search more intuitive.
Next, I generated a digital user flow for 2 key tasks. One of which included a full checkout process from product discovery through to the checkout confirmation page.
Ideate
I sketched out possible solutions on the paper and then created gray scale wireframes in Figma:
I then created a mid-fidelity clickable prototype. Prototype (version 1)
Test
I conducted 5 usability tests and discovered that these areas need further improvement:
- Adding CART ICON to the homepage for easy access to the shopping cart
- Adding REVIEWS to individual product page
- MY ACCOUNT | WISHLIST moved to the right
I then iterated on my designs and reflected the changes in a high-fidelity prototype.
