Boho Moon Art - A Jewelry Redesigned Site
Introduction
Boho Moon Art is an e-commerce site that sells jewelry. My project is to create a responsive web design for a local business. I conducted research and found the current design lacks product information, leading to user frustration. I redesigned the site to improve its usability and appearance on any device it’s displayed on. I worked in the role of a UI/UX designer as a student in UXA Designlab.
Research
First I did a competitor analysis research to get a better understanding of the topic. Then I continued my research by conducting interviews with usability testing. With an affinity map I learned about people’s problems within the design: like missing product information, lack of resources in the footer, and a visually unbalanced design. This resulted in user frustration.
The User’s Goals: to find jewelry that they like and then buy it or to find jewelry to buy as a gift.
The Business Goals: to increase revenue, increase customer retention rate, and reduce returns.
The Product Goals: design an accessible and functional site, and have an appealing design.
Affinity Map
Define
I decided to then create a user persona to understand who I’m designing for more clearly. Now with a clear user in mind I created a task and user flow.
Persona
Task flow
User flow
Design
Knowing what I wanted to improve, I then created basic sketches and wireframes. To improve the brands’ identity and appearance I created a brand style tile. I then applied UI designs to my wireframes, ensuring the best experience for users.
Low-Fidelity Wireframes
Brand Style Tile
UI Designs
Test
With my hi-fidelity wireframes and prototype done I ran another usability test to test my designs.
Reflection
With the feedback I got, I further iterated my work, leading to my final design. My design solutions impacted the business by improving the: product information, footer, and overall design. My design also improved task completion by 25%.
