I completed a web design project for an interior e-commerce store. The brand was created to appeal to interior enthusiasts with an eye for mid-century and modern design. Duration: 4 weeks.

My role as the lead designer & UX researcher included: conducting user research, competitive audits, and usability studies. I also conducted market research, created hi-fi prototypes + final designs.

the problem 

With many online marketplaces for home goods, the selective buyer does not find a niche that fits their personal style. Buyers that seek sustainability and handmade products want to avoid larger marketplaces that lack the human element. I wanted to create an online shopping experience that feels like having a personal shopper that understands exactly what you’re looking for.

the goals

1. Design sleek and straightforward UI that allows users to find products easily and shop by category.
2. Provide sustainable products and vintage pieces with a visually appealing, luxury presentation.
3. Provide a simple, linear buying experience.

user research

I wanted to ensure the website would appeal to the brand’s target audience - while being easy to use and visually appealing. I created some preliminary wireframes of the design flow and began planning my research.

I created personas and began conducting user interviews, which helped me identify key features and user concerns to address in later prototypes. I then conducted a usability study to test KPIs such as: time on task, use of navigation rates, conversion rates, and user error rates. This allowed me to iterate my designs and create a hi-fi prototype that addressed some concerns I discovered during my research.

challenges
1. Identify characteristics, desires & pain points of the end user.
2. Create a familiar and engaging browsing experience.
3. Encourage curiosity and exploration on the app with intuitive UX

pain points

1. Customization: Users want an experience tailored to their needs and interests. They want to be able to set style and budget options during the browsing process.
2. Excessive browsing: Users want to browse products that are easy to find. They don’t want to spend too long scrolling online and navigating through irrelevant products.
3. Sustainability: Mass production has had a damaging effect on the environment. Conscious consumers seek out e-commerce options that align with their values and offer a sustainable shopping model.

wireframes

 

 

usability study

I surveyed users to find out if they resonated with the brand, found products easily, and enjoyed the visual layout. I found the need for clearer calls to action and more detailed categories to improve the shopping experience. I also expanded and redesigned the About page to include more information about what sets the brand apart: from sustainability concerns to a more personalized touch to shopping for home.

Areas to improve:
1. Highlight the brand mission and values more deeply to connect with users. 
2. The need for detailed categories to find products more easily, separated by style, type, and era.
3. Brand imagery and product photography was improved to be more visually consistent, giving the brand a more recognizable identity.

final designs

takeaways

This design was created to appeal to a niche group of interior design enthusiasts. Luxury presentation, sustainability, and a personal shopper feeling were the main elements of the platform. This project included extensive research into design styles and the home decor market to reach the target audience.

Outcomes:
1. An intuitive layout to decrease browsing time by presenting high quality, sustainable product offerings.
2. Luxury branding with a design flair for long-lasting appeal.
3. UI that is streamlined to be visually appealing, making the user experience enjoyable and encouraging more time spent on the platform.

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